John Andersson — – Of course it’s useful to have a mandate

Of course, it’s useful to have a mandate from above to start with digital transformations, but it’s really up to marketers to move things forward and focus on training their broader team. To find out, we talked to John Andersson, Head of Marketing and Branding for the Nordic region of Electrolux, one of the leading equipment manufacturers based in Stockholm. Our marketing strategy must be able to support this customer journey and we must use technology to implement this strategy effectively. During the first 12 to 18 months, I concentrated much of my effort on building a powerful team that communicated too much to the point where we became an organization with multiple capabilities and succeeded in change and trial and error. We really focused on the journey of our brand, so we measured our brand status by tracking various data points throughout the year. In our case, this means, for example, determining when consumers think of a new dishwasher, when they need help after a breakdown, etc., and then following these travel steps. We also use tools like Microsoft teams to make sure things don’t go unnoticed, but we’re looking for a solution that acts as a single platform to process all our content and materials. As companies enter the last quarter of 2019, it’s time for marketing leaders to look to the future and plan their budgets and strategies for 2020. Our goal is to inspire consumers with a high-quality, sustainable, people-centered brand platform that constantly strives to reach new heights of taste, care and wellness so that we can consolidate our product portfolio. Nothing can build or break a brand’s reputation as quickly as not dealing with the consumer after the sale, so CRM and loyalty programs will be a priority to help us build sustainable value with our customers. And we’ve adopted a data-driven approach to reaching the kind of consumers we want to reach, while in the past we’ve made the mistake of thinking we can reach anyone with the right offer at any time. Process and technology are the basis for planning our marketing strategy. The most important element in 2020 is the continuation of our new brand positioning Electrolux, which began a few weeks ago with a multi-channel campaign. As a leader, you know your strengths and use them to complement the strengths of your team members and build a complete and effective marketing organization.