This document discusses trends in mobile usage and content marketing in Norway and Europe. Some key points: - Norway has very high smartphone and tablet penetration rates, and most searches are performed on mobile devices, showing Norway is a leader in mobile usage. - Most Norwegian businesses plan to increase spending on digital content and believe in the positive effects of content marketing, though many lack a clear content strategy. - Examples are provided of how companies like KLM, Volkswagen, and Mazda are successfully using tailored content marketing strategies in countries like the Netherlands, Germany, and the UK.

1. EUROPE ROCKS!
PART TWO
Paal-André Schwital
Partner and Chairman of the Board, Metro Branding (Norway)
Member of the International Content Marketing Forum (ICMF)

2. INTRODUCTION

3. OUR BUSINESS MODEL: FOUR BUSINESS MODEL: FROM STRATEGY TO DESIGN AND
EFFECTIV METRO BRANDING BUSINESS MODEL:
FROM STRATEGY TO EFFECTIV
COMMUNICATIONGY TO DESIGN AND EFFECTIV COMMUNICATION
INSIGHT
BRAND STRATEGY
USP POSITIONING
CORPORATE IDENTITY
CONCEPT DEVELOPMENT
COMMUNICATION
CONTENT MARKETING
PR
MARKETING MIX
INNOVATION

4. BRAND
REPUTATION
& IMAGE
BRAND
PLATTFOR
M
Behaviour
Employees
Products &
Services
CommunicationVisual
Identity
IDENTITY
HOLISTIC APPROACH
CORPORAT
E

5. Mission: Making it possible
Philosophy: Making it simple
Result: Making a difference

6. NORWAY: MOBILE FIRST

7. SMARTPHONE PENETRATION

8. of all Google searches in Norway
performed on smartphones
39 %

9. 84 %
of Norwegian smartphone owners have
made Local Search
77% have taken actions after Local Search

10. 61 %
of the Norwegians have access to tablets
Up from 37% in 2012

11. WE BELIEVE IN CONTENT
› More than 50% of the Norwegian businesses plan to spend more on
digital content in 2014 compared to 2013 (retail: 71%).
› 3 out of 4 believe in the positive effects of content marketing.
› 84% measure the effect of their content marketing (traffic stats, time
spent, feedback, loyalty, sales).
› Only 17% have internal resources dedicated to content marketing.
› 55% do NOT have a clear content strategy.

12. RESPONSIVE DESIGN: 3/10

13. BREAKING NEWS: APRIL 9TH
2014
› Mobile penetration: Now 81%
› Bought 950,000 tablets 2013 (up 90% from 2012)
› Bought 2,500,000 mobile phones 2013 (up from 2,200,000 in 2012).
› REMEMBER: ONLY 5,000,000 INHABITANTS!!!
› 90% of the phones were smartphones.
› Searching, banking, shopping. THE PC IS DEAD?
› Early adopters country/Look to Norway: MOBILE FIRST!
› (Why? Oil driven economy + affection for gadgets)

14. NETHERLANDS: TAILOR-MADE
› Client: KLM
› Agency: Born05

19. IFLY MAGAZINE
› iFly Magazine is a strong customer relation medium 1:1.
› Offers the readers relevant personalized information.
› All orientation information is captured.
› Reading behavior enriches the KLM customer profiles for commercial
follow up.

20. DATA INTELLIGENCE

21. AVERAGE READING TIME:
8 MINUTES.

22. THE READERS LOVE IT

23. GERMANY: DAS AUTO
› Client: Volkswagen
› Agency: KircherBurkhardt

28. UNITED KINGDOM: SOCIAL
MEDIA
› Client: Mazda
› Agency: Redwood

29. EKSEMPLER

30. EUROPE ROCKS!
PART THREE
(LONDON CALLING…)