DMEXCO: Is Digital Homogeneity Making Us More Human?

For an event heralded as being at the cutting edge of digital innovation in marketing, you might expect a flurry of screens and high-tech demos. But at DMEXCO, spaces that might have been reserved for digital displays are instead used for meetings and conversations. At first glance, this shift seems unexpected. However, considering DMEXCO’s strong contingent of C-suite attendees, it becomes clear that for an audience already well-versed in digital product innovation, it’s less about showcasing tech and more about solidifying relationships and getting down to business.

That said, I’m not convinced that’s the only factor driving the demand for more human-focused interaction. At Wonder, we’ve noticed a recent trend with clients asking us to dial back on interactive elements and demos in favour of creating more meeting rooms and conversational spaces in our B2B experiences. Yes, some of this shift can be attributed to cost-cutting in response to post-pandemic price hikes, but I also can’t help feeling that there’s something else at play.

The digital landscape is flattening, with many fighting to provide the same or similar offerings and I feel it could be the challenge of brand homogeneity that might be shifting the narrative, forcing the industry to rethink how we design B2B experiences. There was a time when Facebook was a yearbook, Instagram was a showcase for photographers, and Amazon primarily sold books. But as the race for tech dominance accelerates, the unique selling propositions of many brands are beginning to blur.

So, why does this matter in the world of exhibition halls? When product differentiation becomes challenging, choosing which brand to engage with is a bit like shopping for a car. All cars have the same basic components—wheels, seats, an engine—and often, many even look alike. So, aside from price, how do you decide?

For most of us, the decision increasingly boils down to emotional connection—how a specific car brand makes you feel, hence why many now sell themselves as a lifestyle brand. I believe we are witnessing a shift in our clients’ interaction currency from technical features to emotional resonance. In a way, it feels like we’ve come full circle, with the importance of brand love once again taking centre stage.

Brands like Amazon, Google and Taboola, seem to be ahead of the curve, creating environments that feel more intimate and exclusive—a destination for their community. These spaces are less about free-flowing foot traffic and more about curated, gated experiences with cosy meeting rooms. Spending time there, it felt like a retreat from the chaos of the exhibition floor. I could engage with the brand without distraction, leaving with a genuine sense of connection and valuable insights.

During a presentation by Clare Lawson (Global CCO at Ogilvy One) on ‘Creating Valuable Relationships by Design’, I couldn’t help but draw parallels.Clare explains that in the digital world, there is a “brand differentiation deficit,” where many user experiences are starting to look and behave the same way. Delivering a great brand execution is no longer enough and those who see this as their success marker are actually “in stasis”.

Emotional connection is becoming a critical driver of growth, and Clare’s research shows that brands investing in the economies of emotion are likely to grow twice as fast. In fact, “relationship-based experiences are 53% more impactful in maintaining customer consideration”.

In the B2B event landscape, the challenge is no different: too often, the show floor feels like a sea of sameness. To truly create value, make an impact, and—most importantly—accelerate growth, brands must elevate emotional connection and relationships as core elements of their strategy. At DMEXCO, many brands are allocating their budgets toward meeting rooms and conversational spaces, but is that really enough to offer a genuinely memorable and emotionally resonant experience? Are the smaller, more surprising details still not essential in maximising the emotional connection with guests?

One standout memory from DMEXCO was witnessing attendees engage with Googles Art Selfie demo. Every group I saw participating burst into laughter as they watched themselves transformed into baroque portraits. Not only did the demo showcase a product feature in a relevant, immersive way, but it also embedded a feeling of joy into the experience—an emotional connection that resonates long after the event.

Clare Lawson also shared an anecdote of a well known hotel chain that had managed to improve their overall customer satisfaction rating, not by upgrading mattresses or offering lower prices but by offering an outrageously good welcome cookie on arrival. Humans aren’t complex creatures, it’s just about understanding what makes us tick.

For the ever-evolving landscape of B2B I see a future where the exhibition hall transforms into a village and exhibition stands evolve into houses, campuses, and communities, where the welcome is as important as the wares. A more human home to more important conversations, more personal connections and, hopefully, more joy.