DMEXCO 2022 – impressive presence comeback
After DMEXCO – an event for everyone interested in digital business, marketing and innovations – was broadcast purely digitally in the last two years due to the pandemic, the decision-makers and interested parties were allowed to meet again in persona in 2022.
DMEXCO showed its potential in three halls and two outdoor areas. In addition to numerous stands from established brands to start-ups, the event featured seven stages. There were also numerous rooms for a wide variety of master classes to discover.
Well-known speakers enlivened the fair with presentations on the topics of marketing, publishing and innovation. Of course, there was also a Tech Stage, which offered an insight into web3 and its possibilities, among other things.
Many impressions came from the marketing sector, which is also becoming more and more important for our industry. Especially when it comes to increasing clicks, subscriptions or meeting one’s own KPIs, there is a lot to learn. Nowadays, newspapers can no longer avoid seeing themselves as a brand to be promoted. So why not learn from the experts?
Especially for the media industry and publishing, there were some impulses that can be useful for a digital strategy. Not only in the points mentioned above.
For example, we found a tool that allows you to create stories on your own website or within your own app, as we know them from Instagram. These little films are becoming increasingly popular and appeal to younger target groups in particular. The recorded information from the Stories is expanded upon on the specific page of the homepage, which can be accessed via a link directly from the Story.
Automatic copywriting is also a topic that is not only related to marketing, but also plays an important role for journalism in order to be able to publish quick news with as little effort as possible. This leaves more time for the actual expertise of the writers: Quality journalism.
This is also taking place more and more in the visual field. Videos, preferably multilingual and/or with appropriate subtitles, are just as relevant for a broad readership. Translation often costs a lot of resources, time and money. Intelligent tools can automatically create a transcript from a video that can be used for subtitles, textual publications and individual translations. Small changes are immediately reflected in all translations and transcripts. This makes multilingualism quick and easy.
But does it work?
Once the content has been created, you naturally want to know afterwards whether it has been effective. There are several reporting tools for this, tailored to campaigns, media houses or individual channels. Especially in the social media sector, a lot has happened, because these channels play an increasingly important role for content creators and publishers. There is an “own”, preferred channel for almost every age group, which also shows clear differences in the playout. While Twitter specialises in text, Facebook is designed for the combination of images and text, sharing and reactions, the “younger” social media channels are taking off with reels, short videos or audio. Accordingly, the relevant insights differ significantly. Clicks, reactions, playing time or views are among them, to name but a few.
DMEXCO was also able to provide impulses in this area. We were already able to take a look at some tools with different focuses. Among others, one that focuses purely on social media channels, but provides every number you can imagine as a goal to be achieved.
And what else?
It was nice to get confirmation in the sessions that you are still on the right track with the content type of your own industry. The popularity of apps like BeReal and also surveys show that readers increasingly value authenticity and truthfulness instead of being wooed to the maximum with digital method fireworks. Filters and editing tools are still used in abundance, but the trend is towards the real thing.
Thus, media consumers still rely on the serious, reliable channels such as television, radio and daily newspapers if they want to receive relevant information. Especially in times of crisis, people want to be sure that the news also comes from established and verified sources.
But the sessions also show that diversity is an important topic that is always evolving. It is no longer just about the involvement of women, but of marginalised groups such as people of indigenous origin, people of colour and members of different religious communities. This is an issue that should be taken for granted today, but is still an important part of current education.
In summary, DMEXCO can also be recommended for our industry. The impulses received not only stimulate thinking, but also allow new ideas to develop that are exciting for us as software service providers, but also for you as media professionals. Especially in the advancing digitalisation, this is a great way to stay up to date on what’s driving the next generations or, and pardon the expression, what’s the latest hot shit.