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In this article, we explore the key takeaways from DMEXCO 2024, including the importance of customer retention, AI-driven personalisation, and ethical considerations in marketing.
DMEXCO 2024 provided valuable insights into the future of digital marketing, with many of the topics echoing those from 2023, particularly in the areas of AI, digital out-of-home (DOOH) and retail media.
Our team attended the event in Cologne, connecting with industry leaders and partners to gather key insights that will help shape your marketing strategies for the year ahead.
Key takeaways from DMEXCO 2024
The conference highlighted critical trends and strategies, emphasising the need for brands to adapt to evolving consumer expectations and technological advancements.
Let’s look at our key takeaways from DMEXCO 2024 in more detail.
1. Scaling personalisation with AI
At DMEXCO 2024, discussions around AI were multifaceted, with a key focus on looking beyond just Generative AI (GenAI). While GenAI is driving innovation, there was an emphasis on the importance of using AI strategically and not solely relying on its generative capabilities. Using AI for the right reasons was a recurring theme throughout the event.
Ryan Chaves, Head of Machine Learning at Mollie, highlighted the need for companies to resist chasing trends and instead focus on implementing foundational AI technologies that are still highly effective today.
Despite this, API connections to GenAI remain a powerful tool for scaling personalisation efforts. GenAI can help create AI agents based on existing content, such as an archive of articles by a journalist, allowing brands to engage with customers in a personalised manner from day one.
A notable example of AI-driven personalisation came from BMW and Bayer, who emphasised the importance of understanding not just the audience's pain points, but also the broader conditions that contribute to them.
Bayer’s case stood out, where they used AI to track weather conditions, on days when the temperature drops, and trigger relevant digital out-of-home (DOOH) ads that drive foot traffic into pharmacies. This approach goes beyond targeting the moment of need and instead focuses on the environmental factors leading up to that need.
Image source: Bayer, DMEXCO, September 2024
Though the conversation explored going beyond GenAI, it is essential to note that AI-driven personalisation at this level is still largely facilitated by GenAI technologies. By leveraging AI to anticipate and respond to customer conditions in meaningful ways, brands can deliver personalised experiences on a large scale.
A significant advance in AI-driven personalisation in CRMs is HubSpot's launch of Breeze, which was unveiled at the Inbound event in September 2024.
Breeze AI is built into everyday workflows and enables companies to effectively improve their personalisation efforts. For example, with tools like Breeze Copilot and Breeze Agents, HubSpot equips customer-facing teams to use AI to automate tasks and deliver intelligent, contextualised interactions that can adapt to individual customer needs in real time.
By incorporating AI directly into their operations, companies can provide more relevant, personalised experiences, ensuring they remain competitive in an increasingly digital marketplace.
2. Repurposing content with AI
AI is not only transforming how we interact with customers but also how we manage and repurpose content.
One concept presented at DMEXCO 2024 was the ability to use AI to process existing content, such as articles, blogs, or videos, and turn it into new formats or even intelligent agents. This allows organisations to extract more value from their content libraries without the need to create everything from scratch.
Repurposing content efficiently saves time and resources while ensuring consistent messaging across channels. AI can analyse and reformat content, turning it into podcasts, social media snippets, or even interactive Q&A agents, keeping your audience engaged with minimal extra effort.
An example shared during the conference involved using AI to process all articles written by a journalist, allowing the AI to respond to questions in the voice of that journalist. This concept can easily be applied to brands looking to maximise the use of their existing content by making it available in multiple formats across different platforms.
A key development in this area is HubSpot’s launch of Breeze at Inbound 2024. With features like Breeze Copilot and Breeze Agents, HubSpot empowers customer-facing teams to use AI for automating tasks and providing intelligent, context-aware interactions.
Breeze Agents act like specialised apps, each designed to handle specific tasks within the HubSpot platform. For example, the Content Agent, part of Content Hub Pro+, helps businesses create high-quality content, including landing pages and SEO-optimised blog posts, efficiently and in multiple languages.
Consider a marketing manager in a global financial services company who needs to maintain a competitive edge. With the Content Agent, they can request an SEO-optimised blog post about new fintech innovations. The agent analyses real-time data from trusted sources to produce a detailed, data-driven article. This ensures the content not only appeals to the target audience but also ranks well in search results, helping the brand connect with key decision-makers.
By utilising AI’s repurposing power, marketers can create fresh content experiences for their audiences without continuously investing in new materials.
3. Customer retention: the key to growth
One of the clearest takeaways from DMEXCO 2024 was the importance of shifting focus from customer acquisition to retention.
With well-known statistics highlighting that acquiring new customers costs five times more than retaining existing ones, this challenge has only intensified due to recent changes in privacy regulations and the decline of third-party cookies.
As customer acquisition becomes more difficult, the focus has shifted toward nurturing long-term relationships and delivering experiences that foster loyalty and satisfaction, ultimately driving profitability in a more privacy-conscious world.
Additionally, the cost of acquiring new customers is rising, and loyal customers contribute more to long-term revenue. By focusing on delivering a great experience, companies can improve retention and build a stronger customer base that is more resistant to market changes.
For instance, Shopify and Kapten & Son showcased impressive numbers around customer retention strategies. Their approach focused on delivering seamless and personalised experiences that keep customers coming back.
By investing in retention, brands can not only safeguard their profitability but also create deeper, more meaningful connections with their audience.
5. WhatsApp bots: a new marketing channel
As consumer preferences shift towards more immediate and interactive communication, WhatsApp is emerging as a vital channel for marketers.
Unlike email, which is limited by one-way communication and lower engagement rates, WhatsApp offers real-time, two-way interactions that feel more personal and dynamic. However, it's important to note that while WhatsApp delivers a more interactive experience, it also comes at a higher cost compared to traditional email marketing.
At DMEXCO 2024, the growing trend of utilising WhatsApp bots, particularly in Western Europe, was highlighted as a key way for brands to engage with consumers in a more direct and meaningful manner.
Jack Wolfskin’s marketing efforts on WhatsApp achieved impressive results, including an 84% average open rate, far surpassing the typical 20-30% open rate for emails, and a 19% average click-through rate, compared to just 5% for email.
Image source: Jack Wolfskin, DMEXCO, September 2024
In our experience, an excellent example of the interactivity of WhatsApp comes from the beer industry, where a messenger bot was used to conduct a questionnaire. The initiative saw an 89% completion rate - significantly higher than the 30% completion rate of a traditional survey conducted via form.
By integrating WhatsApp into their communication strategies, businesses can refine their marketing databases, foster deeper connections with customers, and create more interactive and personalised experiences, though they should be mindful of the higher costs associated with this approach.
6. Enhancing Digital Out-of-Home (DOOH) ads with AI
Capturing consumer attention has become increasingly challenging. Digital Out-of-Home (DOOH) has the potential to break through this noise by leveraging AI to deliver ads that are not only more engaging but also contextually appropriate for the locations where they are displayed.
At DMEXCO 2024, the emphasis on DOOH highlighted its growing importance in marketing strategies, especially as it integrates AI for smarter, contextually relevant advertising.
Image source: JC Decaux, DMEXCO, September 2024
For instance, JC Decaux presented insights on how attention is the most valuable resource for marketers today. They showcased how integrating AI into DOOH advertising can shift perceptions, transforming ads from potential intrusions into valuable components of urban landscapes.
BMW also demonstrated a compelling use of AI in DOOH by utilising traffic congestion data to display video ads at the perfect moment, targeting drivers during high-traffic periods. .
By using data-driven insights, marketers can ensure that their messages reach the right audience at the right time, creating a more integrated experience.
7. Adapting to a cookieless future
The topic of cookies and data privacy was also a significant focus at DMEXCO 2024, particularly the ongoing discussions around Google’s decision to delay the deprecation of third-party cookies in its Chrome browser until July 2024. This move signals that cookies are not going away anytime soon, even as they account for only about 40% of browsing activity.
Despite the ongoing reliance on cookies, many channels have already transitioned to cookieless targeting. Marketers need to adapt to this reality by exploring new data strategies that do not depend on cookies while still effectively reaching their target audiences.
The “Cookieless Psychose” conversation highlighted that while cookies may be here for now, it’s critical for marketers to embrace cookieless strategies and leverage the new tools available. Adapting to these changes can lead to innovative targeting approaches that work even without traditional tracking methods.
By remaining agile and forward-thinking, marketers can continue to drive engagement and conversions in a privacy-focused landscape.
8. Building brand loyalty through purpose
A standout quote from the DACH CMO of L’Oréal resonated strongly during the event: “If you want to become a love brand, you have to stand up for something.” This statement encapsulates the growing importance of purpose-driven marketing in today’s consumer landscape.
In a market saturated with options, brands that take a stand on relevant social issues or align with values that resonate with their audience can foster deeper emotional connections. This not only enhances brand loyalty but also differentiates them in a crowded marketplace.
Brands that demonstrate commitment to social causes, sustainability, or community engagement are more likely to develop a loyal following. By integrating these values into their marketing strategies, companies can create lasting relationships with consumers who share similar beliefs.
Building a brand that stands for something meaningful can transform transactional relationships into loyal customer bonds, ultimately driving long-term success.
From insights to action: applying DMEXCO 2024 learnings
DMEXCO 2024 showcased the ongoing evolution of digital marketing, emphasising the critical need for customer retention, AI-driven personalisation, and ethical technology use.
Marketers must prioritise nurturing existing customer relationships and leveraging generative AI for effective personalisation and content repurposing. Additionally, the rise of WhatsApp bots and AI integration in DOOH advertising offers new avenues for meaningful customer engagement.
The insights from DMEXCO 2024 provide a roadmap for crafting impactful marketing strategies going forward. Connect with our team at Huble to turn these insights into effective marketing strategies.
