Article

Ian Harris
Ian Harris 19 September 2013

Five things you need to know about marketing online in Scandinavia

Five things you need to know before launching your Danish, Swedish, Norwegian or Finnish digital marketing campaigns

Don’t be fooled by Scandinavian’s good English

Scandinavians generally speak English to a good level. Sweden, Denmark, Finland and Norway make up four of the top five nations with the highest English Proficiency Index (EF EPI: the index that measures countries that don’t speak English as a first language). So, armed with this knowledge, you may be tempted to try and market to the Scandinavian audience in English. This would be a mistake though.

 

From our own experience of running campaigns across numerous industries in Sweden, Denmark et al, your online advertising or marketing must be in the local language to be successful. Running  campaigns in English just don’t succeed in appealing to a wide local audience.

 

The Norwegians are strict on advertising

If you are a gambling, tobacco or alcoholic beverages business Norway may not be the market for you. There are strict advertising laws in place on these industries and it’s actually illegal to advertise for any alcoholic product over 2.5 per cent. Advertising on all tobacco products is unsurprisingly prohibited.

 

Norwegians are, however, liberal with their wallets

Norway has the highest cost of living in the world and, according to the World Bank, it has the fourth highest GDP per capita in the world at $62,767 compared to the UK’s $35,819. This is because the nation has some of the highest income levels on the globe – which means that Norwegians are used to spending.

 

Unlike the UK, Norway has one of the lowest income inequalities in the world, making for less clear class divides. This means that mid-price range products can be marketed successfully to a very large spectrum of the population.

 

Swedes love to shop online

Ecommerce purchases in Sweden topped £3.6 billion last year and are on the rise in 2013. Home electronics and fashion are the bestselling sectors. In fact, Sweden has the second highest percentage in the world of people shopping for clothes and accessories online.

 

A crucial factor in the ecommerce success of Sweden is the level of trust in credit card payments. While fear of credit card fraud has held back ecommerce markets such as Russia, Sweden much like the UK, has moved past such worries.  In terms of delivery of products, retailers should offer both home delivery and click and collect.

 

There are more phones than people in Denmark

Denmark has more registered phones (7.8 million) than people (5.5 million), making mobile marketing and advertising crucial to success in the Danish market. Internet advertising in the country is a booming industry accounting for nearly £440 million and this has helped online sales contribute nearly 6% to Denmark’s GDP. Danish consumers are also susceptible to social media advertising, with nearly half the population on Facebook, and the cost-per-click on the social network similar to that of the UK (£0.83 versus £0.74). 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
AI-driven Personalisation Dominates the Future of Travel and Hospitality Marketing

AI-driven Personalisation Dominates the Future of Travel and Hospitality Marketing

Travel and hospitality marketing is on the verge of dramatic transformation. Personalisation of marketing communications is moving from dream to necessity, and the change is putting marketers in the driving seat.

Michael Nutley
Michael Nutley 3 December 2024
Read more
Prompting the Future - AI and Beyond - DMEXCO 2024

Prompting the Future - AI and Beyond - DMEXCO 2024

DMEXCO 2024 in Cologne, Germany, DMEXCO 2024 between 18-19 September presented 850 speakers on 14 stages, over 200 hours of program, and around 650 exhibitors and partners. This year's top-class program focused on...

Zsofia Raffa
Zsofia Raffa 22 October 2024
Read more