björn owen glad – advertising and content marketing works best when they work together
TRANSCRIPT
it’s a content agency
Gothenburg
Helsinki
Malmö
Oslo
Stockholm 150 employees 250 Msek Turnover Owned by Bonnier Growth Media
To own or pay?
1. Native advertising the right way 2. Sponsored social media updates 3. Advertising and content marketing
Spend money. Don’t waste money.
How to waste 9 000 000 USD in 60 seconds?
Advertising is (not) dead…
51%
No CTA: 51% URL: 45% Hashtag: 40% Phone Number: 8% Facebook Icon: 6% Mobile App: 5% Facebook URL: 4% Twitter Icon: 1% Email: 1% YouTube URL: 0% Shazam: 0% Twitter Handle: 0% ITunes Download: 0% Instagram: 0% SMS: 0%
Call To Action?
Brand awareness is not enough!
SEB
Native advertising the right way
Spend money. Don’t waste money.
The Kitchen Patrol
Electrolux Home
Results
• 40% increase in kitchen advisory meetings. !
• The highest turn over in kitchen appliences sold per month since the launch of the site.
Spend money. Don’t waste money.
Slow cookerElectrolux Home
Advertising vs. content marketing
Price & Product
Information & inspiration
Results
AdvertisingContent marketing
928 clicks
7862 clicks
Results
The highest e-commerce order value… ever!
Spend money. Don’t waste money.
Spend money. Don’t waste money.
Summary
1. Native advertising is great. If used right.2. People want stories, not advertising.3. Content marketing and advertising works best when they work together.
Spend money. Don’t waste money.
Thank you!