On September 18th and 19th, I made my way to Cologne, Germany, for the 2024 edition of the Digital Marketing Expo & Conference (DMEXCO). This event is often touted as Europe’s largest and most significant digital marketing conference, but is it truly living up to its reputation? Here’s a look at my experience and whether or not DMEXCO 2024 is worth attending.
DMEXCO has been an annual event since 2009, bringing together key players from the digital marketing world. The 2024 edition was segmented into different “Worlds,” such as:
- World of Agencies
- World of E-Commerce
- World of Media
- World of Tech
- Start-ups
Each section aimed to provide industry-specific insights. For example, the World of Media focused on traditional advertising, including TV, streaming services, billboards, and even direct mail marketing—somewhat surprising in today’s largely digital-focused landscape.
One glaring omission from the exhibitor lineup was the absence of major social media giants like Meta (Facebook, Instagram), TikTok, Snapchat, and Pinterest. Although some of these platforms had guest speakers, none had a strong presence on the show floor. Given the massive role social media plays in modern marketing, this felt like a major shortfall.
When I asked around, exhibitors admitted that DMEXCO is no longer seen as the leading digital marketing event in Europe. More attendees are gravitating towards newer, flashier events like The OMR Festival in Hamburg, which many now consider the top conference, or Digital-X, which, coincidentally, took place in Cologne at the same time as DMEXCO. While DMEXCO was busy, it didn’t necessarily feel like the go-to event for cutting-edge marketing trends anymore.
One of the biggest disappointments was the lack of social media marketing content. Given that social media ad spending is a massive driver in the digital marketing world, the scarcity of related presentations, masterclasses, or exhibitors felt like a major gap. DMEXCO, traditionally focused on broader digital topics, seems to be falling behind in reflecting where much of the industry is currently headed.
Now, let’s talk about logistics. Having attended numerous conferences in top-tier venues like London’s Excel, Birmingham’s NEC, and Manchester’s Trafford Centre, I was taken aback by some of the practical issues at DMEXCO. Long lines for toilets, limited seating areas for meals, and a general lack of comfortable spots to rest or chat between sessions made for an exhausting experience. Even a week after the conference, my legs are still sore from all the standing and walking.
Additionally, many presentations that were advertised as being in English were actually in German, which made some sessions less accessible to international attendees.
Despite these setbacks, DMEXCO 2024 did have its positives:
- Easily Accessible Location: The venue is well-served by public transport, and the inclusion of a free public transport pass for the duration of the conference was a fantastic perk. This pass even allowed me to travel to the airport at no extra cost.
- Networking Opportunities: I had some valuable conversations with various attendees and exhibitors, although it was clear that much of the networking was centred around B2B, eCommerce, and media buying. For those in industries like social media marketing, the event might not provide the most relevant contacts or content.
- Tech Insights: Many companies touted AI as a selling point, although few had robust implementations of the technology. Still, the discussions around AI provided some inspiration and ideas for those working in eCommerce and B2B sectors.
As far as marketing trends go, a few key takeaways were emphasized:
- Generation Targeting: Many speakers talked about the importance of understanding Gen Z and Gen Alpha (those born after 2010). If your audience skews younger, it might be time to rethink your content strategy. Gen Alpha, in particular, is emerging as a key demographic, and companies are increasingly letting younger employees or interns take the lead on campaigns targeting this group. This trend underscores the need to authentically connect with younger consumers, using voices that genuinely understand them.
- Personalization Is Key: Personalization was a major talking point, as always. One standout example came from ING, a major Dutch bank, which saw a 45% increase in sales through its mobile app by deploying over 100 unique marketing campaigns—each tailored to individual customers based on their behaviour and preferences. This underscores the value of personalization in driving customer engagement and boosting sales.
DMEXCO 2024, while still drawing crowds, seems to be losing its edge as Europe’s premier digital marketing event. The absence of social media giants and the lack of cutting-edge content in key areas like AI and social media marketing left much to be desired.
That said, for those focused on B2B, traditional media, or eCommerce, DMEXCO might still offer value, especially for networking. The event also excels in providing a platform for major corporations to discuss AI, media buying, and personalization strategies.
If your focus is on social media, influencers, or more innovative aspects of digital marketing, you might find more value at events like OMR in Hamburg. However, if you’re attending DMEXCO with the right expectations, particularly for B2B and eCommerce marketing, it can still be worth your time – just make sure to bring comfortable shoes and maybe even a chair!
Ultimately, DMEXCO 2024 had its moments, but whether it’s worth attending depends heavily on your specific industry focus and networking goals.
