The rapid digitisation of the world we live in is increasingly changing economic structures and laws. The rules for doing successful business have changed. The age of a new digital economy — the ‘digiconomy’ — has begun. That was evident on the first day of dmexco 2014 through the exposition and at the conference. This year’s dmexco, where the overarching motto is ‘Entering New Dimensions’, the organisers also released a white paper around the thought process ‘SHIFT’.
Gearing up for a ‘SHIFT’
The ‘S’ in SHIFT stands for the short term, where the avant garde meets real business. Development time in digiconomy is brutally short. Avant garde tasks and real business operations are carried out simultaneously.
Holistic is the ‘H’, which calls for a more integrated approach between creative and analytics. Either the two fields will find new ways of working together or new lines of work would be born that combines the two skills.
‘I’ is for innovative, which implies courage and uncompromising willingness to innovate. As daily businesses increasingly move into the world of ‘ambient intelligence’ , which is a forward looking sector with huge market potential, the innovation field literally creates a new dimension.
The ‘F’ in SHIFT stands for being flexible. Established brands are now creating new structures that allow them to react as quickly and flexibly as start ups, despite their size and experience.
Finally, transposing that suggests unlimited collaboration and cross category thinking, is the ‘T’ that completes this thought process.
Setting up the digital stage
Urging 30,000 plus delegates to SHIFT into new dimensions at dmexco, the organisers kicked off the show with 807 exhibitors and more than 470 global speakers.
Various brands and the leading companies of the global digiconomy are presenting their latest digital solutions, technologies, visions and innovations on 710,000 square feet of exhibition area in three completely filled halls at dmexco. The companies include Adobe, Amazon, Baidu, eBay, Facebook, Google, IBM, Microsoft, Oracle, SAP, Twitter, Yahoo!, and Yandex. At 30 per cent, the proportion of exhibitors from outside Germany is higher than ever before. The US and the UK are represented especially strongly this year.
Other important exhibitors are from India, Japan, Malaysia, Uruguay, the United Arab Emirates, China, Russia and Canada.
On the redesigned and expanded stages of the dmexco Conference 2014, top representatives of the global digital economy are discussing the most intelligent strategies companies can use to meet the challenges of a new digiconomy.
“In the past years dmexco has managed to position itself as the largest international online marketing fair where all the major players from around the world meet,” said Bernard Lukey (Yandex) concerning the successful development of the event. David Shing (AOL) believes that the event’s success is due in particular to this year’s motto, ‘Entering New Dimensions’, and to the intense focus on the new digiconomy. “It’s no longer about digital marketing, it’s about marketing in the digital world. The dynamics have completely changed,” he said.
“dmexco 2014 represents all the dimensions of the current and future digital economy, and thus it stands at the center of a new digiconomy. We regard dmexco as a leading international trade fair and conference, and we actively implement this claim. Our goal is to serve as central brokers of information and networking and to ideally support companies and our partners as they enter new dimensions and successfully launch themselves in the new digiconomy. The first day of dmexco is the best proof of the absolute top level we have successfully achieved this year,” added Christian Muche, dmexco Director Business Development, Strategy & International, and Frank Schneider, dmexco Director Marketing, Sales & Operations.