Marketing X 2026 in Vienna
400 attendees, 65 speakers, and 30 exciting program highlights: MARKETING X, held on October 13 and 14, 2026, in Vienna, demonstrated just how powerful—but also how challenging—marketing is today. New platforms, AI-driven processes, and changing media consumption habits are forcing brands to constantly reevaluate familiar strategies. Our takeaway from two days filled with best practices and networking? In marketing, we never lack good ideas—but we often lack clear priorities. Anyone who wants to grow today needs the courage to take a stand.
Our Director of Marketing, Markus Widmer, was not only in attendance but also moderated a panel discussion featuring high-profile speakers on the Main Stage. His personal highlight of the conference? The realization that successful marketing leaders demonstrate true focus. Whether at Austrian Airlines, Westbahn, IKEA, NEOH, or Hapag-Lloyd—strong brands are characterized by the courage to focus on what matters most and to consistently reject anything that distracts from the brand identity. Strong brands must also be able to say “no” when necessary.
On the panel: Valerie Elisabeth Semorad (Brau Union Österreich), Günter Thumser (Markenartikelverband), Mariana Jörg (McDonald’s), Georg Praher (Würth), Ulli Kittinger (Libro & Pagro/DMVÖ) with panel moderator Markus Widmer (e-dialog)
Photo credit: Elisabeth Kessler
Panel Discussion:
Marketing in Economically Challenging Times: How Much Can Brands Withstand When It Comes to Adjusting Prices and Quality?
On stage, the panel addressed the pressing question: How much cost-cutting pressure can a brand actually withstand? And where in marketing do we need to erect a “brand wall” against shrinkflation, compromises on quality, and ill-considered price increases? Moderated by Markus Widmer, Valerie Semorad, Georg Praher, Mariana Jörg, Günter Thumser, and Ulrike Kittinger engaged in an open discussion about practical solutions. Although the panel featured quite different perspectives from the B2C and B2B sectors, all the experts agreed on one point: whoever squanders trust in the brand has lost. No matter how intense the budget pressure becomes, we as marketers must not compromise on quality. Here, too, we must say “no” as soon as it starts to undermine the brand’s core values.
Markus Widmer was born in Switzerland, spent time in Vienna, and is an avid internet user. Since the turn of the millennium, he has worked continuously in digital newsrooms, agencies, and departments. He has been Marketing Director at e-dialog since early 2024.