Tech Open Air: a momentum for marketers

It’s getting fun again at dmexco when everyone talks about their new 360-degree technologies and sometimes even uses Excel spreadsheets. So, in September, I’ll probably think back to this first week in July and the rip-offs that the Tech Open Air (TOA) has to offer in terms of technology news. The Funkhaus, picturesquely situated on the banks of the River Spree, provided the perfect background for the scene that came together at the TOA: developers, Transformers, founders and employees from start-ups as well as heavyweights with the collar-size of Google exchange ideas for three days , For example, about that …

… brute force offers soon meet no demand

Currently, hundreds of new IoT devices are connected to the network per second (and probably will not go away again). This not only changes our private life, but also the approach of potential customers and clients by the advertising companies. The “brute-force approach”, that is, that buyers and sellers in everyday life about coincidences and repetitions at some point already crossed, belongs to the past.

The previous information gap, who wants which offer and where, is technologically bridged and leads supply and demand directly to each other. This can be seen well at the various taxi providers who convey their customers via app. The circling driver has survived, the telephone exchange or the glowing taxi sign on the car roof are no longer a guarantee for orders. The providers need GPS, a connection to the various platforms and good ratings to move customers into their special taxis. We can assume that further, as yet, not yet fully efficient sales situations will be fundamentally changed by technology.


What should be discussed on dmexco and Co., is what makes the situation now with the customer approach. Will the advertising companies no longer advertise, but only the platform? How do competitors, such as in this example the competing taxi companies, distinguish themselves from one another in customer communications when they are given the same platform – and is it even worthwhile in the future? At which touchpoints will a connection to brands be established in the future?

… the out-of-home address is facing a fundamental change

The problem can be further considered against the background of the demonstrative omnipresence of Daimler on the TOA. The Mobility veteran advertises massively for innovative technologies and promising start-up personalities in order to bind them to the Group via investment or to integrate them immediately. The speaker of the automobile company looks to the future and believes that the cityscape will in future be dominated by autonomously moving mobility units, whose further route is indicated by light strips on the road. This is where people work or enjoy their free time. The movement in individual vehicles as well as in public transport will therefore have 100 percent more space for interaction with people.

The bodywork of public and private vehicles could become screens on which people work, read or play. Accordingly, they could be much more difficult to reach via traditional offers such as out-of-home or mobile advertising; The publishers of the future would then become e-mobility providers. Marketers will have to find answers to the changes in the cityscape brought about by AI and IoT.

Toa19 Exhibition Hall And Innovation Stage
(Image: Andrea Petzenhammer)

… Tech HR is now worse than looking at the needle in a haystack

A great inspiration was the TOA – in its lightness and yet so strong substantive professionalism – for recruiting. Anyone who has tried to hire a marketing manager or developer in the past two years knows that this task is not only in despair in Berlin. Various satellite events of the TOA, recruitment agencies and sessions were aimed at bringing specialists on board.

Fiverr has placarded a large area on the way to the Funkhaus, to be overlooked by any potential candidate among the TOA visitors. No wonder, then, that New Work topics were one of the long-term content creators.

… the jargon in online marketing has a valid purpose

Time and inspiration for self-reflection also remained on the consistently successful TOA: Babbel’s CEO Markus Witte explained in his lecture why vocabulary is changing how we see the world. For example, the poet Homer probably did not even know the abstract concept of color less than 3,000 years ago. His sea is never blue, but rather ‘violet-like’ or ‘wine-colored’. In fact, blue could even have been the last color to have been given a name. By the way, multilingual communicating people should even have more pronounced neural networks in the brain that allow them to perceive the world from different perspectives. Against this background, after all, one can almost understand why the digital marketing specialist texts are full of idiosyncratic terms in complex contexts.

Visitors to the TOA were able to take a look into the future and get an idea of ​​how strongly our world will change in the immediate future. Language, e-mobility, e-health, platform economy – there is a lot to be said for us that we have to keep thinking with the communication vision.

You might also be interested in this: Tech Trends 2019: Every company becomes a tech company

Leave a Reply

Your email address will not be published. Required fields are marked *