Nordic Attitudes Toward Data-Driven Marketing
How do you become an expert on building trust in an era of scepticism?

Nordic Attitudes Toward Data-Driven Marketing

With the input of 4000+ Nordic citizens, we’ve created a report that explores the state of scepticism, the channels that harbour trust, and how you can leverage trust in the Nordics.

What significance does trust really have in relation to collecting data? And how well do you know your customers’ demands and concerns? This whitepaper analyses the differences between the Nordic countries and gives you the tools you need to engage your audiences online.

Nordic Attitudes Toward Data-Driven Marketing

YouGov Chart

This whitepaper includes…

  • The optimists and the sceptics of data collection

  • Hands-on tips on how to leverage trust

  • Straight facts: what type of information are Northerners willing to share?

  • The importance of contact information - especially for two-thirds of Finns and Swedes

  • Highlighting the channels that harbours trust – and why email comes out on top

  • Social media is not for everyone - even though Norwegians trust it twice as much as their neighbours

  • What your website needs in order to be the hub of conversions

In today’s digital era... marketing is key to future-proofing your business. It creates personalised customer experiences, enables greater scalability, and makes it easier to steer marketing activities in the right direction. For these reasons alone, marketers view data-driven marketing as either second nature, work in progress, or as a future goal.

However, there’s an apparent paradox in the quest for data: your audience might not completely share your optimism. In the wake of regulations, scandals, and data breaches; people of all ages have awakened to a new sense of data awareness. So, how can you bridge this data-driven gap? Let this whitepaper give you the possible answers!

The State of Nordic Trust

Chapter #1: Building trust is no walk in the park. But if you harness it, the results can be immense. In the first chapter of this whitepaper, we analyse the differences between the Nordic citizens’ confidence in companies processing their personal data - and pinpoint the business benefits that come with earning their trust.

What Data Will Nordics Share?

Chapter #2: The second chapter goes beyond the state of trust and explores the types of data Nordics  are willing to share. Most people have shared personal information to finalise a transaction online. And I reckon this is not the first time you’re about to download a whitepaper! However, as you’ll see, your audience might not share a marketer’s laidback attitude toward data processing.

Building Trust: The Essential Information

Chapter #3: For the digital marketer, data is the facilitator of knowledge. It steers the path of your content, your marketing, and your business as a whole. Without data, you can’t gain the insights you need to sharpen your marketing activities with personal relevance. That’s why we, in the third chapter, explore the types of information that are essential for gaining our respondents’ trust.

What Digital Channel Harbours Least Scepticism?

Chapter #4: For the fourth and last chapter, we examine different channels and how they leverage different levels of trust. Social media is the go-to for some, while others are more comfortable with email. Even though preferences differ, it’s important to aim to understand which channels harbour most trust – and those that need some working with.