2024 was another year of change, challenge, and opportunity for marketers in the Nordics and Benelux. From rapid developments in AI to further shifts in the privacy landscape, we all needed to find new ways to connect to our audiences this year.
Amongst all this, Think with Google Nordic and Benelux’s trending stories from the past 12 months, highlight the themes that struck a chord with readers, and provide some lessons for 2025 planning.
Inclusive advertising boosts more than sales
New research has shown that inclusive advertising can boost sales, but more than that, diversity, inclusivity and equity in marketing can help people see themselves in the ads you create.
Redwaan Hossain is the man behind “Från soluppgång till solnedgång” (from sunrise to sunset), Adidas Sweden’s first Ramadan marketing campaign. He reveals why inclusive marketing should be top of mind for all brands.
AI is your enabler, use it to enhance your effectiveness
The marketing world is no stranger to disruption, nor is the fashion industry. The acceleration of online shopping, changes in payment methods, and the introduction of fast fashion have meant more and more returns.
Omoda is an innovative, family-owned Dutch fashion retailer whose heritage stretches back to 1875. It turned to AI to help address the challenge of returns, and increased profits by 14%.
Connect with audiences with hyper-personal, authentic, and relevant ads
When a trend explodes overnight, do you have the resource and capacity to react to it? And more importantly, can you do so in a way that is authentic to your brand, and personalised to your audience?
Dutch fashion brand Daily Paper found a way to do just this, with AI. And with its mantra — “A lot of people like to cook, but nobody likes to do the dishes… let's use AI for the dishes” — it found a way to create hyper-personalised and locally relevant ads, at scale.
First party data is first step towards sustainable growth
Marketers in the Nordics and Benelux often work in resource-scarce environments. That's why we’ve developed this playbook to be scalable and adaptable to different team sizes and market dynamics.
This Google guide is a step-by-step framework designed to help you drive first-party data activations faster and better. And ultimately drive your profit growth, sustainably.
Win trust with customers overseas to drive international growth
Could 2025 be the year your business moves into a new market? Earning trust with consumers as an international brand can be a challenge. But by hiring local teams, working with local suppliers, and localising your product, you’re taking the right steps.
Discover three local brands — Wolt, Euroflorist, and Bunq — who’ve stepped into multiple markets, and the lessons they learned along the way.
