The global digital marketing elite met last week in Cologne, Germany at the Digital Marketing Exposition & Conference (dmexco). The fairs motto for 2013 was “Turning visions into reality”.
About 720 exhibitors from all over the globe, staged in three halls for the first time, a two-day Conference program at top international level, extended opening hours on the second day and an expected attendance of 24,000 visitors.
Join the Digital Marketing Elite at dmexco
Listening to keynotes from different global digital leaders gave the whole atmosphere an excellent spice. Plus it made us realize once again how fortunate we are to work in such an amazing environment.
The crowd at dmexco is friendly, open-minded and eager to embrace change. But the best part is that both the speakers and the audience really care about digital marketing, advertising, social media & Co.
Although dmxeco is utterly interested to becoming more international it remains focused on the German market. Nevertheless, keynotes were presented both in German and English thus making it appeal to a broader audience.
Major digital brands at the dmexco: Facebook, Google, Amazon, Microsoft, Yahoo, Bertelmann, Philips, Adobe, PayPal, Spotify, myspace, Seven One Media, Axel Springer…
To make it easy for those of you who couldn’t attend dmexco 2013, we picked one English keynote from Day 2 of the conference. Enjoy.
Innovating at the Intersection of eCommerce and Advertising with Lisa Utzschneider from Amazon Media Group
Amazon focuses its attention on the following 3 keys:
1. We start with the customers and work our way back.
2. We focus on innovation.
3. We think long-term.
It all comes down to mastering the following process:
FIND – DISCOVER – BUY
And there is huge opportunity in the second puzzle – the process of discovering.
According to Lisa, Amazon has 215 million active customer accounts. Nearly 80% shopped on tablet or another mobile device.
Shopping cross-device has become very popular. People who shop cross-screen spend 30% MORE than shoppers who shop on one device. Therefore Amazon decided that it’s better if ads run cross-screen.
“eCommerce and Advertising should both help customers and not interrupt them.” – Lisa Utzschneider, Amazon
Amazon in Germany
12 million shoppers have purchased on Amazon from mobiles.
Amazon partnered in Germany with Nikon 3-4 years ago. Leveraging the JV partnership with Amazon, Nikon managed to increase their ad results 3x using cross-device ads. Furthermore, Nikon now knows that 65% of their customers go to Amazon first to get information about the camera they want to purchase.
Amazon is very customer-centric. A strong customer-focused culture is key in today’s digital marketing world.
Are you offering products on Amazon? What about ClickBank or any other eCommerce platform?
How are you going to embrace the future of digital marketing?