This is the year for data and privacy, as per The Drum predictions for 2019. For data and privacy to work together, the industry needs more trust. ‘Trust in You’ is the motto for DMEXCO 2019, 11 and 12 September. It is one of the key challenges that runs across future trends, from seamless omnichannel marketing, using AI robots, gaining consumer trust in voice commerce, agencies to trusting themselves to transform at speed or adapt to the ‘gig economy’.
Dominik Matyka, chief advisor to DMEXCO says: “As users, we also need to trust that companies in the digital economy will treat us and our data with respect and responsibility.”
Mistrust from the customer
Customer trust in the internet is at the heart of this new era of data and needs to overcome any scepticism towards technology companies, brought about by fake news and other online scandals. According to the Edelman Trust Barometer, trust in technology has shown a decline, showing an overall drop in 16 of 28 markets surveyed. Consumers do not trust AI according to a Pega study and do not trust smart speakers for shopping, as discovered in a DMEXCO study.
Trust through brand transparency
The customer needs to be at the center of any commercial enterprise and gaining their trust is certainly adding value to their experience. A recent Pega survey revealed that 69% of consumers are more likely to do business with a company that handles their data transparently.
Trust in transformation at speed
Bob Greenberg is the founder and now Executive Chairman of R/GA, the award winning ad agency that with the Michael Jordan campaign brought “His Airness” to a generation too young to remember with use of AR in the advertisement. In his podcasts for DMEXCO, when questioned about reports that one of his business principles is to transform every nine years, Bob replies that the cycle of change is now six months to a year. He says that transformation is now an overused word and has changed his tagline to ‘transformation at speed’. What is important is to keep transforming and understand how change fits individual business needs. Bob adds: “Clients go with the next shiny object, which is some hip, some new version of social media without getting their internet figured out and then do television commercials when at least half of the people and almost all the young people think that when they’re watching streaming media, that’s as dumb as watching television.”
Trust in Trying – T.O.T.E
Bob has constantly reinvented himself and his company for the last 40 years and a key dynamic for him is not just to talk the talk but walk the walk. He
says, “so I don't really care about talk very much, I care about implementation and if you take a chance, you probably will run into making mistakes. Well that's a good thing, as long as you're not making big mistakes.” On developing and launching the new app for DMEXCO, Dominik Matyka reinforces Bob’s advice: “Don’t forget T.O.T.E – Test. Operate. Test. Exit. It’s a marathon, not a sprint. In constant perpetual beta.” Though growing up with speed, app marketing is in its infancy enveloped in predictions on how the market will mature: will in-app advertising develop with premium apps like Uber opening up to advertisers in the way Tinder has done or will other models succeed? DMEXCO app is based on an app-as-service business model with functions to encourage matchmaking and networking. Matchmaking is a key change happening throughout the industry, not only in advertising where the persuasive broadcast from one to many has been replaced by matchmaking thinking, or of ecosystems emerging to match entrepreneurial start-ups with pre-internet corporates, or new business models in agencies needed to match the project based freelancers in the ‘gig economy’ with the old client retainer model.
Trust in You
Trust in yourself to take two days out of your busy schedule to go to Cologne, to listen to speakers such as Sir Martin Sorrell and Kai Dieckman discuss agencies in crisis or to see real tech demos at the Expo.
DMEXCO is the meeting place and a community for key players in digital business, marketing, and innovation. We bring together industry leaders, marketing and media professionals, and tech pioneers to set the digital agenda. Both globally informed and locally focused, DMEXCO offers an ecosystem with seminars, debates, and expositions. Bringing together 41,000 visitors, about 1,000 exhibitors, and more than 550 speakers from around the world each year in Cologne, DMEXCO has set the standard as the place for business minds to learn and inspire, build connections, and for ideas to become actions. DMEXCO — where tomorrow’s digital business happens today. Get your ticket now!