DMEXCO19: 5 insights shaping the future of digital marketing

Last week Groupify took part in DMEXCO, Europe’s largest digital marketing conference, which brings over 40,000 visitors and 1,000 exhibitors to Cologne, Germany for two days of marketing & eCommerce networking opportunities. There were many seminars and talks by global business leaders who provided invaluable insights. Here’s our digest of what went down at DMEXCO:

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Western influencer marketing is lagging behind China… by about 5 years

Western influencer marketing is continually being refined however still lags behind Chinese influencer marketing, which sees much higher conversion rates.

This is partly due to the fact that Western campaigns focus on reach and top-of-the-funnel activities, whereas Chinese KOLs and their audiences are more oriented to bottom-of-the-funnel collaborations, such as blog posts and livestreaming on the brand’s website.

As a result, Eastern influencer marketing campaigns generally see much higher conversions as the proximity from influencer to purchase is much closer. A key theme throughout was the shift towards micro influencers, with brands creating highly targeted and meaningful campaigns, putting a focus on how they work with influencers rather than who they work with.

 

General data protection regulations & data scandals 

In light of the Facebook data transgressions and the continual antitrust scandals surrounding Google, these are having a profound impact on eCommerce businesses. As a result, many antitrust laws in the EU were implemented alongside multi-billion fines to Google, the most recent being in March. This is impacting consumer behaviour and how their personal data is potentially being misused in the digital sphere. For eCommerce businesses, we need to find the equilibrium between privacy and personal marketing. 

 

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Rebuilding consumer trust as a key business strategy

Many business leaders from Facebook, Instagram and Google have prioritised privacy, security and safety on their platforms. Rebuilding consumer trust was a key recurring theme, as a consequence of the scandals surrounding the digital marketing industry. Many business leaders from Facebook such as Tino Krause and Ashley Yuki led the way illustrating what the industry has learnt and emphasising building consumer trust as a best practice - especially in light of the tightening GDPR legislation.

 

Departure from an internet town hall to a living room

Fake news, data scandals and Russian interference in elections via fake accounts have all compounded to drastically affect how people are communicating online. The vastness of the internet is no longer viewed as safe and instead more like an open season. Consumers are turning to secluded, safe digital spaces where they can express themselves. Tino Krause, Managing Director of the DACH region at Facebook, noted this change as over 400 million people use Groups everyday resulting in Groups being one of the fastest growing functions in the Facebook portfolio. 

“We’re moving from an internet town hall to a living room” - Mark Zuckerberg at the F8 Conference 

At Groupify, we see this change that is happening all around us. Brands are striving for communities and groups. We’re working on enabling online shops to become a safe platform for your customers to interact with each other, and putting your brand at the forefront of this exchange. Groupify equips your business with the technology to facilitate groups and communities centered around social shopping. If you’d like to learn more about social shopping, you can do so here.

 

Artificial Intelligence, Big Data: exciting new trends that may get in the way of customer centricity 

Consumers are increasingly expecting an instant response when interacting with brands online. Chat bots are vastly increasing in popularity, due to recent advancements in their technologies and algorithms they now have the potential to be indistinguishable from human conversation. This technology is advancing at a rapid pace, and consequently brands are learning how to utilise this technology to identify customer needs. A key insight from DMEXCO was that AI is only as good as the people who are using it. There was a big focus around who is using AI, what skills are required and how we can improve the relationship between consumer and machine to ensure the customer is still at the centre of the brand experience.

 

Out of all the trends at DMEXCO19, the strongest recurring theme was around trust and transparency in eCommerce. There’s an increasing call for companies to commit to doing the right thing for the industry and its consumers. Artificial intelligence, big data, GDPR and consumer trust are key factors which will undoubtedly affect the future of eCommerce.