Magnus Nilsson on Digital Marketing

Life in Norway, six months later

Magnus Nilsson — Wed, 21 Dec 2011 12:00:22 +0000

It’s now been about six months since my previous blog post, so I guess it’s about time to state the obvious – building a new performance marketing agency is going to be my full-time (plus some 100%) focus for the forseable future.

Here’s a quick status report: The agency have been up and running since June, we worked with over 50 clients (covering seo, ppc, and facebook advertising etc), our 4th consultant is joining us in january, and we’ve just signed a major client (can’t tell you which yet…) that we’re absolutely stoked about. I’m absolutely thrilled about the progression so far, and I’m looking forward to continue building the best performance marketing team in Norway by doing great work with our clients.

Here’s to a brilliant 2012! Cheers!

Magnus

Speaking at SMX Stockholm 2011

Magnus Nilsson — Tue, 12 Jul 2011 18:39:36 +0000

While it’s still a while away, I’m now penned in to speak at SMX Stockholm in September. Having had a great time last year, I didn’t hesitate at the opportunity to make a rerun. However, I’m talking about two totally different topics compared to my previous engagement.

My two sessions are:

I’m equally excited about both topics and am hoping I’ll be able to share some nuggets with the audience that they can take away and implement straight away.

I’ve also got a 15% discount code for my readers who wish to join in on the fun: BRAVE11 (valid for all passes except Networking passes)

As always, let me know if you’re going. Hope to see you in Stockholm!

Goodbye London, hello Oslo

Magnus Nilsson — Thu, 12 May 2011 18:00:15 +0000

After five brilliant years in London and a further two in Australia, I’m moving back to Scandinavia. While it won’t be to native Sweden, beautiful Norway is still close enough.

I’m also launching a new agency in partnership with media and communications agency RED Media Consulting. The new limited company RED Performance will focus on search engine and performance marketing.

RED Search in Norwegian newspaper Finansavisen on May 12th 2011

As partner and Managing Director and I’m very excited about the opportunity to infuse further expertise and experience into this vibrant market, and make a positive impact for our clients and the industry as a whole.

Although it’s a new agency, we’re off to a flying start. From day one we’ll be two people with the view to grow to around five within twelve months, and we’re currently searching for consultant number three. So if you’re interested in making an impact with us, please get in touch (job advert in Norwegian).

Here’s to new beginnings! See you in Norway from June first.

ps: Kampanje has also covered the news about RED Performance.

Speaking at Afri-Tech 2011 in Nairobi

Magnus Nilsson — Tue, 19 Apr 2011 07:17:19 +0000

In June it’s time for Africa’s latest and greatest digital conference; Afri-Tech. I’m very excited about taking part in this event, and look forward to meeting lots of interesting people and businesses.

As a speaker I will host two workshops. The first will be covering advanced paid search tactics that will take your search campaigns to the next level. The second session will be looking at how African and international companies can increase their reach and results through affiliate marketing.

While the program is yet to be published, you can already see that I’m in good company with brilliant speakers from all over the world – check out the Afri-Tech website.

As always, let me know if you’re going to Nairobi. Hope to see you there.

Is there still no product, only marketing?

Magnus Nilsson — Sat, 12 Mar 2011 16:48:34 +0000

While I was having a couple of drinks at a London bar the other night I was intrigued by the art on display. It consisted of paintings and collages of popular icons and brands, splattered with vivid colours and statements. All works was made by a single artist – Kristian Von Hornsleth.

Reading through the pamphlet outlining his exhibition and personal story, I took firm notice of the quote:

“There is no product, only marketing.”

This got me thinking – is that so, still?

If you’ve read the Purple Cow by Seth Godin, you’re probably familiar with the concept of the “TV-Industrial complex” which sound like what Hornsleth is referring to in his quote. This is the idea that marketers in the past could sell pretty much anything with the right amount of advertising through mass media such as television. Godin on the other hand has argued for the past decade or so that the success of this system is coming to a rapid end. And I am inclined to a agree.

While there is still definite power in clued-up marketing, I firmly believe that that the success lies in the product and service that you’re selling.

Clever marketing will still give you initial eyeballs, test drives, and purchases. But if you’re hoping for life time value and referrals it’s now more than ever down to the product. In an increasingly connected world beyond geographies and areas of expertise, the consumers power has increased exponentially with the use of social media.

The bottom line is that unless your product is up to scratch, consumers will find out soon enough and tell their peers. And that little pickle won’t be solved by throwing more money at advertising.

By no means would I imply that marketing is dead or has diminished in importance (that would be rather silly as a marketing consultant), I simply believe that its role has changed – marketing in a social and interconnected world should be more closely connected to customer service and R&D.