This week Europe’s premier digital marketing event Digital Marketing Exposition & Conference (DMEXCO) gets underway in Cologne. Forward thinking attendees searching for exhibitors or planning their conference schedule are likely to start with the dmexco.com web site. DMEXCO’s organisers claim the website delivers a "a web-enabled and clear CI [Common Interface] that works equally well on all platforms."
The DMEXCO web site should be a shining example of best practice in digital marketing. It is not. Exhibitors are poorly served, and attendees left frustrated.
Using screen shots and examples I briefly record my initial impressions as an attendee visiting dmexco.com on both desktop and mobile before articulating why this is a business problem and hypothesising how such web sites can still be delivered more than 8 years after Ethan Marcotte coined the phrase "Responsive Web Design" and Google advocated "Mobile First".
After initial load of the home page the background starts to alternate every 3 seconds between vivid red and blue making identification of navigation elements hard and the general first impression somewhat distracting.
Scrolling down the page results in the "Get your Tickets Now!" window floating over the content but without any visual clues that it is in fact a floating element and is obscuring other elements.
Using the magnifying glass icon to search for an exhibitor reveals a white bar at the top of the page to enter the search term. The search box is lost against a sea of white but appears sufficiently close to the icon to be noticeable.
Entering an exhibitor name results in a screen split into quarters with the exhibitor result appearing in the bottom right quarter which was the last area to attract my attention. Typically search results appear more prominently than the metrics, particularly when the total number of results is so small.