Ola Andersson is currently Web Operations Manager at Systembolaget. He is also really good at keeping us up to speed on all of the news in digital marketing. You should really follow him on LinkedIn and on his blog.
My first question to you is, could you tell me a bit more about what you do at work? What is the highlight of your working day and what kind of projects excites you the most?
Acing the balance between the most challenging part of working at Systembolaget: maximizing customer satisfaction without driving sales. In other words, giving our customers the best possible service and a world-class shopping experience – but doing in a way that doesn’t mean that our customers buy more (rather the opposite).
When and why did you decide to start working in digital marketing?
Like most turns down my career path: by accident. I got a job as a copywriter at a dot-com era startup and have been working with the internet in different roles ever since.
What do you think is the most important thing for new businesses to start off with when it comes to digital marketing?
The same basic strategy as any marketing: know your customers. What they want, what drives them, how your products or services fit into their lives and where to reach them. If you don’t know, find out. If you can’t find out for yourself, find someone who can help you. Then: choose how to reach them. Which service, tool or platform. Digital is important today, but it is a means – not an end. Just like any marketing.
How do you keep up to speed on everything that is happening in digital?
I’ve rediscovered RSS. Whenever I find an interesting article, I add that site to my own personal digital nerdgasm feed.
At October 9 we will see you speaking at SearchStars, what can the audience expect from your speech?
I’ll be taking a step back in time and look at the internet as it has been since the beginning – and how we still think about it. Then I’ll show why we’ll need to stop clinging to this old dot-com internet going forward.