We meet Marie & Elina
We meet Marie Sommar, CEO, and Elina Brindeby, Membership Manager and Marketing Project Manager, from Marknadsföreningen Sverige – a professional network for marketers and communications professionals that has just celebrated its 105th anniversary.
What trends are you seeing most in marketing at the moment, and which ones do you think will dominate in 2025?
“Two meta-trends that we are seeing and which are affecting marketers are rapid technological development – not least generative AI – and sustainability, which, like digitalisation, will permeate almost everything in the future. 2025 may well be the year when AI really takes off on a broader scale and is integrated into many tools.”
Face-to-face meetings and experiences are also on the rise. There is power in meeting in person, experiencing brands and being part of a community. I believe that creativity will be given even more scope and, when used correctly, will be a superpower for driving growth. When AI can be used to streamline more routine tasks, it frees up time for creativity. “One observation from the world’s biggest advertising competition, Cannes Lions, is that humour and purpose-driven communication remain strong, and we’re seeing clever ways in which business development and communication go hand in hand. I think we’ll be seeing more of this in the future.” – Marie
“We’re always keeping our ear to the ground to stay on top of the trends that come and go in the market and in communications, so that we can offer our members a cutting-edge programme of events. It’s so great to receive direct feedback that we’re highlighting relevant case studies and practical tips that members can apply straight away in their professional roles.” – Elina
Which technological tools and platforms do you see companies starting to use more for their marketing?
“There is a vast array of Martech tools and platforms in widespread use for purposes including inbound marketing, marketing automation and loyalty programmes. Many companies hold vast amounts of customer data – data that is worth its weight in gold if used correctly. The challenge lies in bringing all these data sources together, sifting through KPIs and, not least, achieving a return on investment from technology investments. We are seeing a number of companies now exploring the possibilities offered by AI.” – Marie
What are the biggest challenges facing marketing professionals today?
“Right now, in the midst of an economic downturn, the market is facing tough conditions: customers are being cautious and their purchasing power is down, many companies are restructuring, and marketing budgets are being cut. In tough times, the wheat is separated from the chaff, and as always, it is essential to maintain a strong business focus and link our efforts to our business objectives.” The challenge lies in striking a balance between tactical, sales-driven marketing and ongoing, long-term brand-building. If you have the financial clout, it may be the right time to increase investment when competitors are taking a wait-and-see approach – a golden opportunity to gain market share.
Furthermore, we have more channels than ever before, a high level of complexity, and ad fatigue combined with a short attention span to contend with. In digital marketing, for example, research by Attention – including work by Erik Modig – shows that you have just 2 seconds to establish your brand. It’s not just about reaching out, but about making an impact. This is where creativity becomes even more crucial.
“With the rapid pace of change in marketing and communications, it is a challenge to keep up to date. The demands and complexity are increasing. As a marketing director and marketer today, you need to be bold, well-informed and curious.” –
Marie
What’s going on at the Marketing Association at the moment?
“Things are in full swing here at the Marketing Association! This spring, we changed our name to the Marketing Association of Sweden to reflect our nationwide programme of events in Stockholm, Gothenburg and online. We’re constantly updating our events calendar with inspiration, networking opportunities and knowledge-sharing sessions for our members, who are professionals in marketing and communications.“We’re also gearing up for the 2025 edition of ‘Marketing Manager of the Year’! The competition opens for nominations around the turn of the year and the awards ceremony takes place in May. You won’t want to miss it!” – Elina
What are you planning to do at the Marketing & Sales trade fair in February?
“We’re so excited about the trade fair and are looking forward to taking part in a packed programme full of inspiration and food for thought. We’ll be hosting a lively business networking event where you can make new industry contacts through a speed-dating format.” Elina
Who knows – perhaps it could lead to a great collaboration, a business deal or some new colleagues! In the true spirit of ‘smarter together’! We at MiS extend a warm welcome to you all!
