Content marketing and native advertising have become an important part of Santander Consumer Bank and they are working towards building their own content powerhouse. Jeppe Madsbad Lauritzen, Nordic marketing director, tells why.
***Jeppe Madsbad Lauritzen will be among speakers from around the world at Native Advertising DAYS from 8-10 November. As a member of FIPP, you are entitled to a discount of €100 discount on the ticket purchase to the Native Advertising DAYS event by using the promo code FIPP17. Get your discounted ticket here***
Well, we know from different consumer studies that up 70 per cent of the decision is made before you contact any brand directly. Therefore, it is important for us to be a part of the dialogue that goes ahead of actually applying for a loan.
Content marketing is the perfect tool for that. If we, for example, can start a dialogue with a growing family by providing them with a test of the “best choices in station cars right now”, we will – not only – be one step ahead of our competitors when the “shortlist” of financing partners is chosen, we will also be able to build trust!
On top of that, a strategic approach to content marketing and native advertising should allow us to work with a more Nordic approach, which again will mean that we are becoming more agile and optimised when developing and producing content for the four countries we are active in.
That the core of our content has to be as close as possible to our services and products to obtain a substantial effect.
It is easy to be “seduced” if agencies address you with all kind of “celebrity-sponsor-cool-stuff-based” activation driven content! But when you are battling in the tough ballgame like “selling money” you should be aware that – at the end of the day – it will hardly build you anything but awareness.
Concerning native, I believe you can accelerate relevance by distributing through media — or sections of media — supporting your content whether it is about personal savings, cars or other areas.
More and more! We are very much aware that the phenomenon “viral distribution of content” (with the number of participating players) probably has, or very soon will, come to an end.
Therefore, all forms of paid distribution and/or acceleration are things we are looking into, trying to master, or at least keep up with.
Also, it can make us able to “move the battlefield” and face our competitors at other places than Google, where the best search words will just continue to become more and more expensive. (Meaning that there is only one winner: Google…)
The future is bright! We are on a pan-Nordic basis continuously shifting more and more from push to pull and we see a quite near future where it will all be pull.
Again, we truly believe that relevant content distributed through relevant media (relevant for the customers, that is!) is the key to establish and guide through a digital customer journey where you, as a marketer, will have fewer and fewer possibilities to interact ahead of the actual buying decision.
I will do my very best to be both relevant, present, honest and funny! And if that’s not enough, I might give you chance to win some truly unique Santander Formula 1 merchandise. If you are a good listener. Now that’s what I call a cliffhanger…
***Meet and hear more from Jeppe Madsbad Lauritzen at the Native Advertising DAYS in Berlin. Register now using your FIPP member promo code FIPP17 to receive a discount of €100***
More like this
The Native Advertising Institute just held their third annual Native Advertising Days Conference in Berlin, where the world’s best thinkers and practitioners of native advertising came together to share their insights. Here are 10 of the top tips.17th Nov 2017 Insight News
A growing middle class in China with a high propensity to shop for foreign brands is helping to drive up spending on goods bought outside of China, according to eMarketer’s cross-border ecommerce spending forecast.15th Nov 2017 Insight News
GroupM’s new State of Video report offers an insightful look at the business of television and video.15th Nov 2017 Insight News
Running an ad campaign is a pretty intricate undertaking. Many variables contribute to either success or failure. In general, you can discern three broad parts you need to consider.13th Nov 2017 Insight News
Subscriptions have become The Economist’s biggest income stream in the past seven years. Michael Brunt, chief marketing officer and managing director, circulation at The Economist explains how they managed to transform the 174-year old title’s circulation business into the biggest driver of profits.9th Nov 2017 Features
Recently, there has been a period of time where there was somewhat of a slow-down in international brand activity as companies focused on shoring up their bases. However, this year we have seen an increasing number of reports surfacing about media companies adopting a more global outlook again – at least in certain segments. Does this mean a renewed focus on brand licensing, and in what form? And what is the outlook as we head into 2018?13th Nov 2017 Features
CDS Global and Zeddit announced a strategic technology partnership in the UK and Australia to provide advanced subscriber conversion capabilities for print magazine publishers. The partnership will focus on improving the conversion of visitors to magazine websites into subscribers for CDS Global clients.13th Nov 2017 Industry News
One of the biggest drives for publishers in the past decade or two have been transitioning their print content to digital. For some it is all about maintaining the magazine's brand essence online, yet others have enjoyed success in amalgamating print publications to create new web first brands.13th Nov 2017 Features
Publishers’ growing urge to be platform agnostic needs to be balanced by focussed efforts to ensure content remains platform specific.13th Nov 2017 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next