The importance of coherence: Burda at the dmexco 2018

The most important trade fair in the digital industry, the dmexco (Digital Marketing Conference and Exposition) took place for the tenth time in Cologne on September 12th and 13th, 2018. Marketing and media experts, technology and innovation drivers exchanged views on topics that concern the industry. In addition to 1,000 exhibitors from 40 different countries, more than 550 top speakers created a comprehensive conference program.

In keeping with the message "WE, ALL", BurdaForward and BurdaDirect appeared as "One Burda" on a joint stand in Hall 8. On more than 200 square metres we were able to show visitors to the fair how we help shape the industry as a digital publishing house and marketer. "WE, ALL." also addressed three important target groups: Our users, whom we want to make happy with daily news and accompany in their everyday life. Publishers - whether our own brands, external partners or those who want to become one - because only together we are strong. And our advertising customers and media agencies, who form an important part of our network and enrich our portals with advertising integrations.

Of alliances and "frenemies"

In the panel "Keeping Pace: Media in Times of Change", Stefan Winners, CEO Burda Digital, discussed with Jim Egan of BBC Global News how publishing houses and media companies are arming themselves for the challenges of digitisation with holistic strategies and alliances. While highlighting how successful collaboration with strong brands such as the HuffPost and The Weather Channel can be, he also stressed that one should never rely too much on a partnership. Because partnerships can break away. Facbook and Google are also so-called "frenemies". We at Burda are also represented there with our brands. But anyone who becomes completely dependent on them is as good as dead.

A How-To-Guide for integrated content marketing

Sonja Knab, Director Research & Project Management, and Kolja Kleist, Director Customer & Brand Management at the BFA, presented new study results on the impact of branded content within the seminar "How to Brand & Sell with Content Marketing - We take a holistic view of publishing". At the same time, the two presented a How-to-Guide, which accompanies customers on the way to holistic content marketing. Agenda items included the minimum contact duration for branded content in conjunction with the new currency "Engaged Time", the perfect content format, the trustworthy environment of a publishing brand and concrete conversion integrations on the BurdaForward brands. Numerous insights and cases made it clear that BurdaForward can support customers with suitable solutions in every phase of the sales funnel.

Winning back trust with better advertising

One of the last items on the agenda of the official dmexco programme was the panel "Viewability and better Ads: How to regain trust in advertising". Martin Lütgenau, Managing Director of BurdaForward Advertising, spoke with Christian Herp (iq digital media marketing), Christian Meinken (pilot), Marianne Stroehmann (Google) and Philipp von Hilgers (Meetrics) about the image of the advertising industry damaged by ad fraud, fake news and paid clicks. He stressed the need to focus on the relevance of advertising content and emphasized the importance of integrated product development.

It requires the coordination and cooperation of editors, product managers and marketing teams who together coordinate advertising and page content. Then the advertising becomes relevant for the users again.“