Category Archives: Marketing
A post in the Marketing Monday series here on Socialmedianordic.com
While Scandinavian B2C marketers seem to be quite convinced of the possibilities offered by social media – evangelizing, even – B2B marketers here in Northern Europe are not quite there yet.
Where to begin?
I strongly believe that social media offer great prospects for business to business marketing. We just need to get out of the “we need to be on Facebook, then the world will magically transform into a wonderful and happy place” misconception. Social media may do great things for you, but only if you apply yourself and keep your business goals in mind.
But as an inspiration to B2B marketers in the Nordics, I will start compiling a list of social media B2B efforts in Northern Europe. I have realized that trying to dig out all the examples before ever starting this post would be too daunting a task (see, I do have the occasional insight).
List of social media efforts
Instead, I will start by just posting the ones I’m aware of as of yet – mostly Norwegian examples, since Norway is the market I work in every day. And then I will start expanding the list. Hopefully, some of my Swedish, Danish, Finnish, and Icelandic readers will contribute along the way. Please email me or leave a comment if you have interesting info!
This is just the mere beginnings of a Nordic catalogue of B2B social media initiatives:
- Shipserv : A great example of content marketing for the shipping industry. This case study is carefully documented in a master’s thesis by Haakon Jensen (where there’s more gold to be found for those willing to read the whole thing – download his thesis here).
- Visma, a Norwegian supplier of business software, have built a community for their customers in order to improve customer support and satisfaction.
- Companybook is a Norwegian startup trying to combine social media and business intelligence for businesses. They want to be somewhere between Facebook and LinkedIn – a place where businesses, not people, can socialize.*
- Mintra is an e-learning supplier focusing on the offshore industry. Their efforts in social media have been beautifully detailed in this blog post by digital agency Halogen (in Norwegian, but ask the author Helena Makhotlova for more insights)
A segment in the Marketing Monday series at Socialmedianordic.com
While blogging in Scandinavia has been studied mostly quantitatively (how many bloggers, readers etc.), not too much is said about bloggers’ importance in defining taste, influencing purchases etc.
I came across this essay from the Swedish School of Textiles in Borås (in Swedish), published in 2010. Students Zandra Eriksson and Louise Persson conducted a survey among young women in Borås (aged 15-20 and 21-25), fashion bloggers, and retailers.
While the sample size is nowhere near significant, the essay may still serve as an indication of bloggers’ importance in fashion retail in Sweden.
Young girls trust less
Conclusion? Yes, bloggers matter. But the younger girls are less influenced than their older peers.
I will summarize some of the conclusions briefly:
- 68% of women surveyed (very small sample) read fashion blogs – 31% in the 15-20 age bracket and 47% in the 21-25 age group do so every day.
- Young girls are not easily convinced. Older girls place greater trust in fashion bloggers than younger girls; 58% in the 21-25 age group vs. 35% in the 15-19 age group
- Both consumers and retailers see an increase in demand for certain items after bloggers have mentioned them
- Few actually say they buy items after reading about them on blogs
- Getting PR on blogs by sending items to bloggers in hopes they will write about them, is concidered more effectful than advertising on the same blogs
If you see any other studies on the actual impact of blogging on marketing and sales in the Nordics, please let me know by leaving a note in the comments section. Thanks!
This post marks the start of another series here on Socialmedianordic.com: Marketing Monday. Stay tuned for new marketing insights from the Nordics at the beginning of each week!
A recent survey among smartphone users in Norwegian telecom operator NetCom‘s user panel reveals that a staggering 64 % of users now watch TV or movie clips on their phones.
- YouTube is probably the most-used service, but we see an increase in the use of other platforms as well, NetCom product director Lars Ryen Mill says to Mobizmag.com (article in Norwegian).
50% of Norwegian cell phones are smartphones
Norway has one of the world’s highest smartphone penetrations – 90% of phones sold through NetCom retail channels in August were smartphones, according to the article.
This extremely high figure is confirmed by independent analysis agency TNS Gallup. In a breakfast meeting I attended there September 16, they quoted statistics claiming that more than half the phones currently using mobile internet services in the country, are smartphones.
What of offline smartphones?
There is of course one possible flaw in these statistics: The NetCom panel is opt-in, recruited from among the company’s smartphone-using customers. And the TNS Gallup numbers do not take into account mobile phones that are not used to surf the Internet.
Nonetheless, smartphones are emerging as one of the most interesting marketing channels anywhere. The high smartphone penetration in Scandinavia makes the region particularly interesting to follow, and I am confident that great marketing case studies will come out of the Nordic countries before long.
iPhone most popular smartphone in Norway
I am trying to find recent figures from the smartphone markets in other Scandinavian countries as well (let me know if you have an inkling where the best stats are to be found). In the meantime, here are the most popular smartphone manufacturers in the Norwegian market, as quoted in another Mobizmag.com article:
1. Apple (33 %)
2. HTC (19 %)
3. Sony Ericsson (14 %)
4. Samsung (12 %)
5. Nokia (9 %)
6. ZTE (7 %)
7. LG (6 %)