A marketing campaign comprised of emojis? Nothing is off-limits for CMO Stine Borke, who, in this week’s Marketing Superstars podcast, explains why her marketing strategy is digital “all the way.”
A marketing campaign comprised of emojis? Nothing is off-limits for CMO Stine (pronounced “Steena”) Borke, who for the past five years has been charged with promoting the Norwegian Air brand.
As a value-based carrier, Borke and her team have to be creative. “It would be impossible to build a brand just by traditional advertising; that would be way too expensive. At the core of our marketing strategy, it’s digital—all the way,” she said.
As Borke explained, a strong marketing campaign starts with great content. “Content is king,” she said, quickly adding, “but distribution is queen.”
Highlights from our conversation also include:
- Norwegian’s trick to performance marketing (2:46)
- Whether SEO works (4:35)
- Devising a content marketing strategy (7:10)
- How customer service impacts brand (9:40)
- Blending old and new into the marketing mix (11:45)
- How a “getting married via social media” campaign drove the brand (14:45)
- Opening a new market (21:15)
https://w.soundcloud.com/player/?url=https%3A%2F%2Fapi.soundcloud.com%2Ftracks%2F252068239%3Fsecret_token%3Ds-pYIhw&color=ff5500&auto_play=false&hide_related=false&show_comments=true&show_user=true&show_reposts=false
