Guðmundur Pálsson, CEO & Hreggviður Magnússon, Digital Director
While today’s consumers mostly prefer digital channels as opposed to face-to-face or phone conversations across their customer journey, they also have a waning desire to receive in-person treatment at all times. Therefore, a winning digital marketing strategy should not only be powered by cutting-edge technologies like IoT, AI, and data analytics but also have the right amount of ‘human touch’ where needed. The marketing campaigns, likewise, have to be a balancing act of generating new leads while maintaining a large base of satisfied and loyal consumers.
Based on this understanding, The Engine—one of Europe’s leading full-service digital marketing agencies— is powering organisations to set the right tracks for their digital marketing endeavours.
The Engine was founded in 2005 as Nordic eMarketing by Kristjan Mar Hauksson—an author, international speaker, and a digital evangelist. His mission was to empower its clients to reach their target audience through performance-driven tactics and clear measurement metrics. Today, even after being fully owned by PiparTBWA, Iceland´s leading creative agency, The Engine is still continuing its foundational bequest of presenting the right mix of technical knowledge and marketing experience to offer result-driven marketing solutions and services.
The Engine: Creating a Living Legacy
“We call ourselves as modern-day Johann Gutenberg,” says Guðmundur Pálsson, CEO of The Engine. Just like Gutenberg, the inventor of the movable-type printing press, is known as the architect of the media world, The Engine’s endeavours to help businesses stay digitally mature in this connected age has earned them the moniker of ‘digital revolutionist’ in the domain of marketing.
According to the company’s viewpoint, the aspect of digital maturity needs to be tied uniformly across different corners of an organisation—from processing and HR to all the way through to sales and marketing, which most marketing agencies fail to accomplish. Simultaneously, a good marketing tactic includes selecting the right tools, inserting it into an organisation’s tool bank at the right time, and knowing how to use them. In simple terms, digital maturity should not undermine an organisation’s governance and process. “We understand these facets astutely, and we are nothing short of pioneers ourselves in implementing such holistic thinking,” Pálsson adds.
Today, with home markets are Iceland and Norway, The Engine works with all things digital for companies large and small to create comprehensive marketing strategies and effectively execute them. To make this possible, the company has a vast arsenal of digital tactics and solutions, which include but is not limited to, Google Ads, Facebook, LinkedIn, IP targeting, and online PR distributions.
With home markets are Iceland and Norway, The Engine works with all things digital for companies large and small to create comprehensive marketing strategies and effectively execute them
In fact, The Engine is a Google Premier Partner and Facebook Marketing Partner. Not only that, The Engine is owned by PiparTBWA, a part of the Global powerhouse TBWA. “With that connectedness, we operate within multiple markets, focusing on North Europe and the Nordics. And, the credibility of our offerings can be best understood through the measurable ROIs, not to mention the array of internationally acclaimed awards and recognitions. And, owing to such robustness, we are fortunate to work with some of the biggest brands in the world,” mentions Pálsson.
Demystifying the Complex Digital Landscape for Clients
When it comes to streamlining a multifaceted digitally-savvy consumer base, Hreggviður Magnússon, the digital director of the Engine, notes that ‘performance’ is a great way of attracting new users (Top funnel) to a website and initiating the process of converting them. Using automated remarketing tactics can also greatly impact sales and conversions, if used properly. “It’s about setting the correct best practice campaign structure, having a good understanding of your target audience (and of course the product, service) and keeping track of a potential customer’s online experience as well,” explains Magnússon.
To further improve a consumer’s digital experience, The Engine uses the semantic approach to structure data in SEO. “We work within the content segment of SEO and the technology of SEO. For example, the loading speed of a web page has become essential these days; only by increasing the mobile page loading speed, companies can dramatically impact their online sales or leads generated,” shares Magnússon.
A Company with a Problem-Solving DNA
The Engine always operates as an extension of its client’s marketing teams. A recent case involved an Irish fintech company that was developing a digital marketing strategy for its target markets in the UK, Germany, France and the Nordics for the first time. It had previously relied on sales from typical avenues like conferences and other more traditional sales channels. “We did a pilot with them, where we built a digital ecosystem of attracting new users to the website, and nurturing them in every step of the way with clever tactics, which ultimately paved the way for more lead generation,” says Pálsson. The strategy involved the use of Google platform, social performance, and IP targeting. Additionally, The Engine also used content seeding to feed relevant content on SERPs to increase the likelihood of being visible in the target audience’s research phase. Results were massively good, and even today, The Engine continues to build this fintech company’s digital maturity with great results.
Basking in the glory of such competencies, today, The Engine wants to move forward on the tracks of sophisticated digital marketing to help clients excel in their business goals. For The Engine, there is no place for a ‘one-size-fits-all’ approach. “All our clients showcase different levels of digital maturity, so providing a tailored performance-driven service where we have clear goals and KPIs to measure our performance is the reason why we are able to script success stories continuously,” concludes Pálsson.