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3 tips for digital marketing in Sweden

By Elin Box on August 1, 2019

Sweden is one of the most digitally mature markets in the world. 96% of the country’s 10 million-strong population are online, spending an average of 5 hours and 56 minutes online every day.

This, combined with the country’s high level of wealth and spending power, makes Sweden very attractive to businesses wanting to expand internationally.

But in order to succeed in Sweden, you must adapt your digital marketing campaign to the country’s unique culture and online landscape.

This blog post explains three top tips for digital marketing in Sweden.

1. Sweden’s lagom culture

Lagom is central to Swedish culture and roughly translates to “in balance” or “not too little, not too much”. Excessive or grand behaviour is seen as distasteful and unappealing, and culturally people are less inclined towards self-interest. Bear this in mind when adapting your messaging to the Swedish market. Make sure you are not portraying your company as too boastful or grandiose, as this attitude might alienate your audience.

Be aware that Amazon and eBay do not operate in Sweden. Instead, local marketplaces such as Blocket, Tradera and Prisjakt dominate the e-commerce market. If you want to sell your products in Sweden, make sure you post your items on these local sites and not Amazon and eBay!

3. Swedes love Spotify

Consider advertising on Spotify. Spotify is Sweden’s very own music streaming invention and it is hugely popular in its home market. 7 out of 10 Swedes listen to music on Spotify, with 4 in 10 doing so every single day. Considering these numbers, you can see why it could be well worth using targeted audio ads on Spotify to reach your Swedish audience.

I hope this has given you a useful introduction to how to digital marketing in Sweden. For more in-depth information, read the free, full-length guide here. The guide covers:

  • the current digital landscape in Sweden, including a brief history of the Swedish internet and internet usage in Sweden today
  • current online trends and behaviours such as gaming, online content, Spotify and online shopping
  • the top search engines and social networks you need to focus your digital marketing efforts on
  • the Swedish language and culture and how this impacts your messaging
  • the role of mobile
  • how to approach e-commerce in order to achieve success in Sweden, including insights into the most popular online marketplaces and the top product categories
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Elin Box

Content Marketing Manager at Webcertain
Elin is a Content Marketing Manager at Webcertain. She is responsible for Webcertain’s Self-learning platform, producing in-depth guides on a range of international digital marketing topics. She also helps run the Webcertain blog and is the writer of the Webcertain search and social report, an annual report summarising digital marketing best practices in over 50 countries. She is passionate about educating and empowering people to make the best decisions for their business and is proud to help share Webcertain’s wealth of digital marketing knowledge with the world. Elin is from the UK.

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