Exploring the Future of Marketing at Excel London
Technology for Marketing 2026 takes place on 23 and 24 September 2026 at Excel London, bringing together brands, marketers, agencies and technology providers to explore the future of marketing.
More than 10,000 senior marketing professionals are expected to attend, alongside over 200 solution providers and agencies, 10 dedicated conference theatres and more than 200 hours of CPD-accredited content. The event is also co-located with eCommerce Expo, giving visitors access to both shows. (Excel London)
Opening times are:
- Wednesday 23 September: 09:30 to 17:00
- Thursday 24 September: 09:30 to 16:45 (Excel London)
As marketing becomes increasingly digital, connected and automated, businesses are relying on a growing range of devices and platforms to deliver campaigns, collect data and improve customer experiences.
Marketing Is Becoming More Connected
Modern marketing is no longer limited to websites, email and social media.
Businesses increasingly use connected technology across physical locations to create interactive and measurable customer experiences.
This can include:
- Digital signage
- Smart kiosks
- Interactive displays
- Connected retail screens
- Smart vending machines
- Customer check-in terminals
- Event technology
- Digital advertising displays
- Temporary pop-up installations
- Remote promotional equipment
These devices often need reliable connectivity to receive content, transmit data and communicate with cloud-based management platforms.
Digital Signage and Advertising
Digital signage allows businesses to update marketing content across multiple locations without physically replacing posters or displays.
Connected screens can be used for:
- Advertising campaigns
- Product promotions
- Menu boards
- Event information
- Retail offers
- Customer announcements
- Wayfinding
- Live information displays
A mobile IoT connection can allow digital signage to operate independently from the venue’s broadband or Wi-Fi.
This can be particularly useful for temporary installations, outdoor advertising, events and displays located across multiple customer sites.
Smart Kiosks and Interactive Customer Experiences
Smart kiosks are another example of connected marketing technology.
Businesses can use kiosks to allow customers to browse products, register for services, check availability, access information or interact with branded content.
Connected kiosks may communicate with:
- CRM platforms
- Booking systems
- Product databases
- Customer accounts
- Payment systems
- Marketing platforms
- Cloud management tools
Reliable connectivity helps ensure that the information displayed to customers remains current and that interactions can be recorded and processed correctly.
Connected Retail
Physical retail environments are becoming increasingly integrated with digital marketing.
Connected technologies can help businesses combine online and offline customer experiences through tools such as:
- Interactive displays
- Smart shelves
- Digital price displays
- Self-service kiosks
- Smart vending
- Customer information screens
- Connected promotional stands
These devices can allow campaigns to be updated centrally across several stores or locations.
This means a marketing team could change a promotion across an entire estate without requiring employees to manually update every display.
Pop-Up Stores and Temporary Campaigns
Marketing campaigns are not always permanent.
Brands regularly operate pop-up stores, exhibitions, experiential campaigns and temporary promotional installations.
These locations may only exist for a few days or weeks, making fixed broadband installation impractical.
A 4G or 5G router can provide temporary connectivity for devices such as:
- Payment terminals
- Laptops and tablets
- Digital signage
- Interactive displays
- Smart kiosks
- Demonstration equipment
- Event systems
This can help marketing teams launch temporary campaigns without waiting for fixed-line infrastructure.
Event and Exhibition Connectivity
Technology for Marketing itself demonstrates how important connected technology has become within the events industry.
Exhibitors and event organisers increasingly rely on digital tools to manage visitor experiences and collect information.
Connected event technology can include:
- Lead-capture devices
- Digital registration systems
- Interactive displays
- Demonstration equipment
- Digital signage
- Smart kiosks
- Temporary Wi-Fi networks
- Tablets and mobile devices
Mobile connectivity can provide an independent connection for this equipment, helping exhibitors avoid relying entirely on venue networks.
Remote Content Management
One of the biggest advantages of connected marketing technology is the ability to manage content remotely.
A central platform can allow authorised teams to update screens, kiosks and other devices without visiting each location.
Depending on the system, businesses may be able to:
- Change advertising campaigns
- Schedule content
- Update product information
- Alter promotional messages
- Monitor device status
- Restart equipment remotely
- Check connectivity
- Review data usage
This can make it easier to manage campaigns across multiple stores, venues or regions.
Multi-Network Connectivity
Marketing technology may be installed across locations with very different mobile coverage.
One network may perform well in a city-centre store while another provides stronger coverage at an outdoor event or temporary site.
Multi-network IoT connectivity can reduce dependence on a single mobile operator.
This can be particularly useful for:
- Nationwide digital signage networks
- Pop-up stores
- Outdoor advertising
- Mobile promotional equipment
- Exhibitions
- Temporary retail locations
- Connected kiosks
Using one managed connectivity solution can also simplify deployments across multiple locations.
Data and Customer Insights
Connected devices can generate information that helps organisations understand how equipment and services are being used.
Depending on the technology, businesses may be able to collect information about:
- Device usage
- Customer interactions
- Content performance
- Kiosk activity
- Campaign timing
- Equipment availability
- Location performance
This information can support wider marketing analytics and help organisations understand which campaigns, locations or customer experiences are generating engagement.
Any collection and processing of customer information should be carried out in line with applicable privacy and data-protection requirements.
Secure Connectivity
Marketing devices may communicate with important business platforms and cloud services.
Depending on the deployment, secure connectivity options can include:
- Private APNs
- VPN connectivity
- Fixed private IP addresses
- Fixed public IP addresses
- IP whitelisting
- Restricted internet access
- Usage alerts
- Approved endpoint access
These controls can help businesses manage how remote marketing equipment communicates with authorised systems.
Technology for Marketing 2026
Technology for Marketing will focus on the technologies, ideas and practical strategies shaping marketing performance across both B2B and B2C organisations. The event will provide opportunities to hear from industry experts, meet technology providers and network with marketing decision-makers. (Excel London)
With marketing becoming increasingly connected across both digital and physical environments, reliable connectivity will continue to play an important role in supporting the devices behind modern customer experiences.
From digital signage and smart kiosks to pop-up stores and exhibition technology, connected infrastructure can help businesses manage campaigns more efficiently across multiple locations.
Technology for Marketing 2026 takes place on 23 and 24 September at Excel London.
