Marketing. But Amazing: Meet Mattias Edenholm, CEO of Effektify

7 November 2024

Meet Effektify, the new SCC Member and marketing firm that is reshaping the digital marketing industry with smart tech and bold ideas. With roots in Sweden and Berlin, they are now taking on the UK, using AI to drive growth whilst not compromising with creativity. In an interview with CEO Mattias Edenholm, we explored Effektify’s journey in transforming today’s marketing landscape – and got his top tips for ensuring that your business thrives in this dynamic environment.

We are dedicated to transform marketing as we know it,” says CEO Mattias Edenholm. Since their journey began in 2021, Effektify has been doing so in Stockholm and Berlin, and recently took the leap to enter the UK market. Their business idea lays in a digital platform that seamlessly integrates major advertising, e-commerce, and analytics tools – creating a comprehensive ecosystem powered by AI.

“At Effektify, we don’t just use technology; we create it. But it doesn’t end there. In tandem with our AI-driven platform, we have our dedicated advisory department, helping our clients maximising their growth,” Mattias continues. It is with this blend of cutting-edge technology, strategic insight, and a strong respect for creativity, that Effektify plans to lead the way into the next chapter of the industry’s evolution.

The future of digital marketing
So, what does the future hold for digital marketing? For anyone in business, it is beyond question that the digital marketing landscape is in a state of flux. This includes technological advancements, shifting consumer behaviours, and, most notably, AI revolutionising how we understand and engage with target markets. “In the future, nothing will change marketing more than AI. Everyone will use it – however, there will be a huge gap between companies who use AI with a strategic game plan and the ones who don’t,” says Mattias.

Mattias is also keenly aware of the importance of creativity in today’s digital marketing - where a constant buzz of global players are vying for the attention of online audiences. According to him, creativity is something that sometimes have been overshadowed by data-driven strategies: “The industry has often relied on building smart campaigns with niche audiences without leveraging great content – but these days are gone. Today you must prioritise your creatives,” he states. 

The UK market: A new chapter of growth and collaboration
Effektify has just launched in the UK – a market that quickly showed great potential for growth. Even in early conversations with companies and pilot users, Effektify saw an overwhelmingly positive response. “The UK digital market is characterised by high digital adoption and a welcoming attitude towards innovative marketing solutions,” says Mattias. And with this massive market potential, they are confident in their ability to make significant impact – by bringing transparency and growth to companies operating in the region.

Besides business growth, Effektify’s UK expansion is also about community engagement – starting with their role as a Partner for SCC’s inaugural Retail Forum at IKEA, that took place in September. By joining the SCC network, Mattias hopes to get to know the market up close, making valuable connections along the way. “We are excited to actively participate, share insights, and collaborate within this dynamic and forwardthinking community,” he concludes. 

As businesses adapt to the dynamic digital marketing landscape, Effektify offers three key pieces of advice to stand out in the buzz: 

1. Adopt holistic metrics: A shift from traditional metrics like ‘Return on Ad Spend’ to broader, more comprehensive indicators such as the Marketing Efficiency Ratio (MER). This approach provides a holistic view of marketing effectiveness, essential in a landscape where privacy regulations impact direct tracking capabilities. 
2. Balance creativity and strategy in content creation: Develop content that captures attention while being rooted in strategic insight. Utilising advanced analytics can help you to deeply understand your audience, ensuring that your creative risks are both innovative and calculated.
3. Optimise every customer interaction: Focus on enhancing the customer journey from the first digital touchpoint to post-purchase interactions. Prioritising a seamless, personalised experience at every stage can significantly boost customer loyalty and encourage advocacy through exceptional service and engagement.

Welcome to the SCC community, Mattias and Effektify!