DMEXCO 2025: CRM, AI and the Future of Search Engine Marketing

DMEXCO 2025 in Cologne was more than just a trade show for us at internetwarriors.de – it was a vibrant marketplace of ideas, a melting pot of innovations, and above all, a confirmation of the topics that move us and our customers every day.
With a record attendance of over 40,000 participants and under the motto "Be Bold. Move Forward.", this year's leading trade fair for digital marketing sent a clear signal: The future belongs to the bold, the pioneers, and those who are ready to blaze new trails.
In countless inspiring conversations with customers, partners, and industry colleagues, a common thread emerged for us, connecting the central challenges and opportunities of our time: the inseparable linkage of Customer Relationship Management (CRM), the revolution through Artificial Intelligence (AI), and the redefinition of campaign planning in the era of generative models. 

The foundation of successful performance campaigns: The CRM feedback loop 

A theme that repeatedly came to the forefront in our conversations at DMEXCO 2025 was the immense importance of deep integration of CRM systems in performance marketing campaigns. It's a realization as simple as it is crucial: those who want to successfully generate leads must not merely scratch the surface. The mere generation of contact information is only half the battle. The true value unfolds only when a seamless feedback loop between marketing and sales is established. 

This is where CRM comes into play. It is the centerpiece that consolidates all relevant information about a potential customer and tells us what actually became of a generated lead. Was the contact qualified? Did it lead to a sales conversation? Was a contract concluded? This feedback is pure gold for optimizing performance campaigns. Without this feedback, we operate blindly. We see which ads and keywords generate clicks and conversions, but we don't know which truly lead to revenue. 

From our extensive practical experience and the intensive discussions at the fair, we can make a clear recommendation. As an official implementation partner of Teamleader in Germany, we have gained deep insights into the capabilities of modern CRM systems. We are convinced that Teamleader unites all critical features to conduct business successfully. From the central contact database, deal tracking, and project management to time tracking and invoicing, the platform offers an all-in-one solution specifically tailored to the needs of agencies and service-oriented SMEs. Seamless integration enables precisely the valuable feedback loop essential for data-driven marketing. 

The discussions at DMEXCO showed that companies that have successfully closed this loop deploy their marketing budgets much more efficiently. They can target their campaigns on the channels and audiences that deliver the most valuable customers. In an era where digital advertising costs are steadily rising, and competition is becoming more intense, this data-driven precision is no longer a "nice-to-have," but an absolute must for sustainable success. 

Google in transition: The future of search in the age of AI 

Of course, the future of AI and Google, along with organic search, was one of the dominant topics in the Cologne exhibition halls. The era of purely keyword-based searches is coming to an end. Generative AI models and the increasing integration of AI into search engine result pages (SERPs) signal a paradigm shift. The question everyone is asking is: How will search change, and what does it mean for our SEO and SEA strategies? 

The keynotes and expert lectures at DMEXCO painted a clear picture: search will become more contextual, dialogue-oriented, and personalized. Users no longer just expect a list of links, but direct answers and solutions to their concerns. Google's "Search Generative Experience" (SGE) is just the beginning. The ability to understand complex queries and answer in full sentences will fundamentally change how we search for information. 

For us as an agency, this means we need to adapt our content strategies. It's no longer just about optimizing individual keywords but creating comprehensive thematic worlds that holistically answer users' questions. "Topical Authority" will become the new currency in SEO. We must become the experts in our niche and create content that offers real value both for users and AI-driven algorithms. 

At the same time, AI also opens new possibilities for paid search. Performance-Max campaigns are a good example of how Google uses AI to automate and optimize the display of ads across the entire Google network. The challenge for us marketers is to provide the AI with the right signals – and{