Interview

Håvard Kvernaas Bakken is an experienced leader and Project Director with a solid background in the marketing and advertising industry. He is highly skilled in digital strategy, marketing management, advertising research, and market research. With a master’s degree in sociology, focusing on economics and sociology from the University of Oslo (UiO), Håvard combines academic expertise with hands-on experience to drive successful projects and strategies within the marketing sector. His broad experience and analytical skills make him a standout professional in the field.

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Why do Norwegian companies rate their Martech competence so highly?

It is interesting that Norwegian companies rate themselves so highly. One possible explanation could be that in Norway, we have a culture of rapid adoption of new technology, which might give us the perception that we are ahead. At the same time, our strong economy and willingness to invest in Martech may have led us to buy and implement services more quickly than other countries, sometimes in ways that may seem unsustainable. This, in turn, could have influenced how we assess our technological maturity. It’s also possible that, in our optimism, we might tend to overestimate our actual competence.

What factors contribute most to Norway's progress in Martech?

When we look at the industries that are overrepresented among Norwegian respondents, such as finance and energy/mining, it gives us a hint that the results may be influenced by these sectors. These industries have been early adopters of new technology, which might make them more inclined to rate their Martech competence highly. This could have helped boost Norway's results.

Does Norway’s status outside the EU matter?

Although Norway is outside the EU, we largely follow the same regulations through the EEA agreement, so in that respect, we are not that different from the other European countries in the survey. Our position might give us a little more flexibility, but it is hard to say if it has a significant impact on Martech adoption.

Do you see any specific challenges for Norway in terms of continued development in Martech?

Like all countries, we must be careful not to become complacent. It is important that we continue to invest in skills and technology to keep up with developments, especially in AI and data analysis. Even though we rate ourselves highly now, that doesn't mean we can relax. Technology evolves rapidly, and we need to ensure that we are well-prepared to face future challenges.

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How do you see Norway’s future investments and development in Martech?

We are optimistic about the future of Martech in Norway. We see that companies continue to invest in technology to improve the customer journey and increase efficiency. With increased focus on personalization and data analysis, we expect Norway to continue to be at the forefront, as long as we remain mindful of the challenges ahead.

It is difficult to say exactly why Norwegians rate themselves the way they do, especially since much of the same could be said about the other countries in the survey. Perhaps we are a bit overly optimistic, or perhaps we have been more successful in attracting talent and fully utilizing Martech. Our rapid adoption of technology could also be a result of strong investment willingness—sometimes driven by our generally good economy, and perhaps even by decisions that aren’t always entirely sustainable.