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My learnings and takeaways from the Siinda Event in Berlin

For the third time, I had the pleasure of attending the Siinda event, an essential gathering for anyone involved in the on-demand industry sectors across Europe. As the leading European non-profit organization for these sectors, Siinda has become a beacon for companies that have transitioned from traditional Yellow Page businesses to comprehensive digital marketing agencies for SMEs.

These agencies now offer a full spectrum of digital services, including website creation, online listings, SEO optimization, paid advertising, and marketing reporting. Many of them manage extensive client bases, often exceeding 1,000 clients across multiple markets. Their goal is to be the one-stop-shop for SMEs looking to enhance their visibility, growth, and operational success.

Key Learnings

  • Seamless onboarding and measurable Impact The primary takeaway for these agencies is the necessity of a seamless onboarding process for new clients. They need to swiftly demonstrate measurable results to maintain client satisfaction and loyalty. This requires leveraging cutting-edge technology to provide scalable and automated solutions, minimizing the need for labor-intensive manual work.

  • Embracing advanced technologies It's inspiring to see these traditionally "older" companies actively seeking innovative solutions to stay ahead in the digital landscape. The integration of AI and machine learning was a major topic of discussion this year. These technologies are not just buzzwords but practical tools that can revolutionize the way agencies manage and analyze their campaigns, making them more efficient and effective.

  • Thought leadership in Digital Media Agencies must position themselves as thought leaders to help their clients navigate the ever-evolving digital media landscape. This includes understanding and utilizing new media platforms like TikTok and Snapchat, which have seen rapid growth. Being proactive in these areas will enable agencies to offer their clients up-to-date strategies and maintain a competitive edge.

  • Proactivity is key The importance of being proactive cannot be overstated. Agencies must stay ahead of trends and continuously seek new ways to serve their clients better. This proactive approach is not only applicable to former Yellow Page companies but is a crucial strategy for all media houses and marketing agencies aiming to thrive in the digital age.


The Siinda event highlighted the dynamic nature of the digital marketing industry and the importance of staying agile and innovative. For media agency CEOs working with SME advertisers, the key takeaway is clear: invest in technology, focus on providing measurable results quickly, and maintain a proactive stance towards emerging trends and platforms. By doing so, agencies can ensure they remain indispensable partners to their clients in the digital journey.

COO & Co-Founder Mikael Englund


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