dmexco 2016 – Digital Transformation, Customer-Centricity, Marketing Automation
Digital Transformation
E-Commerce has already been massively changed by the innovative technical possibilities that the Digital Transformation provides. It is influencing the strategies of a company across the board. The question for future success of a company, along with the development of a fitting strategy-framework are moving more and more into focus. Besides all-time-highs like Mobile, Augmented Reality or Content Marketing, the dmexco focused on discussing topics of Digital Transformation. Especially the question of finding concrete strategies and starting points for a successful realization of Digital Transformation was moving the visitors.
Omnichannel-Strategy and Customer-Centricity
Omnichannel Commerce, Personalization, Individualization and Emotionalization – customers and their consumption behavior are moving to the center of the focus. The question how to create an additional value for him by utilizing the available data and technical possibilities is driving the strategy. Customer-Centricity is becoming a success story.
Along with these changes, new Payment Models are also popping up on the radar: The changes user behavior requires a complete individualization of the customer journey – from addressing the customer through (product) information research to closing and After Sales.
Marketing Automation and Data-Hype
Marketing Automation and Big Data are high-priority topics of the dmexco since a few years already. In 2016 these trends were mainly backed up by the now proven achievable reduction of cost. Data-driven Marketing and Marketing Automation are not only making the individual communication solely possible. Especially their potential for cost-saving make those tools attractive for companies.