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The Digital Marketing Exposition and Conference, more commonly known as DMEXCO, has been held in Cologne, Germany, every September since 2009. Here's what you need to know about the annual event, which kicks off again tomorrow.

"It's the biggest conference you've never heard of," says Chris O'Hara, VP of product marketing for Salesforce Marketing Cloud."Most people mistake it for a Mexican conference It is properly pronounced, 'Dee-Mex-Co,' although a lot of people call it 'dee-Mexico.'"

The conference attracts many large European brands, as well as their agencies, media and tech vendors, for strategic meetings with key customers and partners.

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