John Andersson — – Of course it is useful to have top-down

Of course, it is useful to have top-down authority to initiate digital transformation, but in fact it is marketers who need to make progress and focus on educating the wider team. To find out, we talked to John Andersson, Head of Marketing and Branding for the Scandinavian Electrolux region, one of the leading equipment manufacturers in Stockholm. Our marketing strategy should be able to support this customer path, and we must use technology to effectively implement this strategy. During the first 12-18 months I have focused a lot of effort on building a strong team that will communicate so much that we will become an inventive organization and succeed in bringing about change, trial and error. We really focused on promoting our brand, so we measured its status by tracking different data points during the year. In our case, for example, this means determining when consumers are thinking about a new dishwasher, when they need help after a stop, etc., and then following these stages of the journey. We also use tools such as Microsoft teams not to go unnoticed, but we are looking for a solution that works as a single platform to handle 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 to create a high-quality, sustainable and people-centered brand platform that is constantly looking for new levels of taste, care and well-being so that we can consolidate our product portfolio. Nothing can build or break a brand’s reputation as quickly as not working with customers after sales, so CRM and loyalty programs will be a priority for us to help us create sustainable value for our customers. And we use a data-based approach to reach those customers we want to reach, while in the past we made a mistake thinking we can reach any person with the right offer at any time. Process and technology are the basis for planning