Swedish companies are getting the least return in terms of online visibility from their total media investment

We have mapped the Nordic region's 100 largest advertisers, and evaluated their online visibility. Denmark's national railway company DSB, scored the highest rating in the analysis and Arla Sweden came in second place. At the bottom of the list we find L'Oréal Finland.

By analyzing the companies' presence on six digital marketing platforms, we have put together their overall score - their eVisibility Score™. Although many companies have large advertising budgets, there is no direct correlation between the amount of money invested and a high eVisibility Score™. Swedish companies have on average the largest advertising budgets in the Nordic countries but the least return on money invested. The Norwegians however, are getting the most return on their media investment, see graph below.

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Among the companies at the top of the list of eVisibility Score™ we find well known brands with several common denominators. These companies seem aware of the importance of a structured approach to their online visibility, and have thereby achieved relatively good results in the field.

(The table shows the companies that lead the Klikki analysis)

Among the companies with the lowest eVisibility Score™ we find major global consumer companies that simply have no local online visibility - something I question. It's a bit strange that global companies with large media budgets do not secure their online visibility in the local languages. A balance between offline and online marketing is essential to achieve an efficiency in their marketing investment.

Our eVisibility Score™ is based on a weighted average between the visibility in Organic and Paid Dearch, Facebook, Twitter, YouTube and Mobile. We weighted them based on the time consumers spend in each channel and how effective the channel is from a sales and marketing perspective, see below

Want to learn more about the study check eVisiblity Score™.