Global digital destination dmexco ups APAC focus
Digital marketing, media and advertising professionals make way to Cologne in Germany every September to participate in the largest gathering of marketers, agency heads, media owners and technology product and service providers with the single agenda of connecting with the global digital economy. The event that has established itself significantly in Europe, and has attracted attention of the largest tech players in the United States, is reinforcing its commitment towards the Asia Pacific region.
“Asia has already become a very important element at dmexco – both from the conference and the exposition standpoint,” stated Christian Muche, Co-Founder & Director Business Development, Strategy & International, dmexco. In a conversation with Digital Market Asia, he explained, “Our strategy required us to be able to address Europe which is the home of the Festival and Show and the United States which houses some of the largest technology companies, start-ups and venture capitalists before we could bring a more focussed approach to Asia. The time for that is now.”
Christian Muche, dmexco
Conversations at dmexco, whether on the floor or in the sessions, are about taking home learning and feedback that can be applied to everyday business. According to Mr Muche, applying the same principle to Asia Pacific was critical. In line with this, dmexco is hosting a series of initiatives focussed on Asia. One of the first in this was a discussion of senior industry leaders in an executive luncheon comprising marketers, agency heads, media owners and technology companies in Singapore to be able to better gauge issues pertaining to Asia.
“Asia is the driver in many things around digital, much like the US. In mobile for instance, Asia is leading not just in terms of technology and product but also in terms of consumer behaviour. Similarly in social media, Asia leads not only in the sheer numbers but also how to use social media. We are spending personal time and resources to connect with leaders in Asia to know what is on the agenda here for the various brands and markets, to consider these at dmexco. The expectation is different but we can drive more local topics at dmexco to represent Asia well and initiate conversation and dialogue between different markets,” explained Mr Muche.
Engaging Asia born brands and start ups
dmexco organisers reiterate that a large number of digital brands and solutions are emerging from markets in Asia such as China and India. Some of these may be known in international markets but some are more focussed on the indigenous market. This year dmexco is looking to include new formats that can provide select Asia start ups with a global stage to present these products and solutions.
The Festival will host its first satellite event in Asia to create further awareness around the activities and benefits of attending dmexco Cologne in September. The satellite, hosted alongside the sponsor partner Adap.tv, is slated to take place on May 29, 2014 in Singapore at the inspirational Flower Field Hall.
“We want to understand how companies in Asia want to be represented and we are willing to build the format, topics and whatever is required on the basis of this feedback. dmexco sees participation from global C-Executives and regional leaders. All the digital brands, service providers and big marketers are there. The agenda is compact and packed within two days. Irrespective of where your focus is, you will get answers and advice on how to approach business. This has always been our focus, and we believe this will hugely benefit anyone who attends the festival this year as well,” summed up Mr Muche.
This year, the event will take place on September 10 & 11 at the Koelnmesse in Cologne, Germany.
