Marketing is moving beyond the classic awareness vs. conversion mindset. As rising acquisition costs, fragmented customer journeys, and changing consumer behavior challenge traditional funnel strategies, the mid-funnel is becoming a critical driver of sustainable growth.
In this Learning Journey, participants will discover why advertisers are increasingly investing in consideration-focused strategies, how quality content and contextual environments influence purchase decisions, and which programmatic approaches help bridge branding and performance. Through practical examples and real-world campaigns, attendees will gain actionable insights into building more effective full-funnel marketing strategies.
Time: Day 1, September 23 | 11.30 a.m
Speaker: Ernst Dirkzwanger | Country Manager Benelux | Readpeak
Tour Host: Jörg Vogelsang | Strategic Advisor & Founder |101con
Application to Participate
Learning Journeys: The DMEXCO Learning Journeys offer you concise, curated tours covering relevant topics in the digital economy. Visit selected exhibitors, experience practical best practices, and gain concrete insights in just 30 minutes. All participants receive a 300 EUR discount on their Learning Journey at the BVDW Academy.
The DMEXCO Learning Journeys are aimed at professionals, executives, and decision-makers in marketing, media, e-commerce, and digital business who want to stay informed about current developments, learn about best practices, and exchange ideas with industry peers.
