Digital Growth Summit 2025: E-Commerce Marketing in the Age of AI and Omnichannel Strategies
On March 25, 2025, the E-commerce Park team hosted the Digital Growth Summit in Malmö—an event dedicated to marketing strategies and business growth for e-commerce companies. Several industry experts joined to share their insights on digital growth and the latest industry trends.
Panel 1: The Future of B2C Marketing
The first panel discussion focused on B2C marketing and featured:
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David Axelsson, Co-founder of Kilometer Studio
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Sofie Okstad, Marketing Manager at Gents
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Olle Hyberg, Director of Sales and Partnerships at Contentor
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Martin Dilton, Agency Director at WGP
These experts explored key topics such as the impact of AI, international expansion, and consumer engagement in modern marketing.
Understanding Your Audience to Sell Better
One of the central themes of the conference was the importance of truly understanding your audience. Sofie Okstad emphasized the role of data analysis, stating:
”We don’t always know where our customers come from, but we leverage data to better understand their behavior.”
Despite the rise of multiple digital channels, Facebook (Meta) remains a valuable tool for reaching a loyal audience. However, an omnichannel approach is becoming increasingly necessary for effective consumer interaction.
Email Marketing: A Still-Effective Channel
Even with the dominance of social media and AI, email marketing continues to play a vital role in digital marketing. As Okstad put it:
”It’s our biggest media, and it’s free.”
Segmentation and relevant content are crucial for maintaining high open rates. A catchy subject line and personalized content can turn emails into powerful conversion tools.
International Expansion: Opportunities and Challenges
Olle Hyberg from Contentor shared valuable insights on B2C international expansion. He emphasized that cultural adaptation is key:
”Translating a website is not enough. You need to adapt the tone, references, and expectations of different markets.”
A localized approach fosters trust and increases engagement among global customers.
Experimenting and Constantly Adapting
David Axelsson, Co-founder of Kilometer Studio, highlighted the importance of marketing agility:
”Consumers are constantly evolving. If you see your brand as a living entity with its own identity, you will naturally find the best way to promote it.”
A focus on authenticity and audience understanding is essential for long-term success, rather than chasing short-lived trends.
Panel 2: The Future of B2B Marketing
The second panel discussion shifted the focus to B2B marketing and included:
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Ashley Schilling, Community Marketing Strategist
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Vic Sandberg, Co-founder of DXM Agency & The House
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Dan Gärdenfors, CEO of Nobiz
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Elin Giczi, Video Branding Coach
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Anja Katic, Startup Marketing Manager, EMEA North at AWS
The panelists explored B2B brand communities, content marketing strategies, video marketing, storytelling, and the role of AI-driven personalization.
Crafting High-Quality Content
In B2B, where buying cycles are longer and more complex, content must be high-value and well-positioned to capture decision-makers’ attention. Anja Katic highlighted the importance of evergreen content and long-form articles:
”Companies must invest in content that generates lasting traffic and strengthens their authority in the industry.”
Her advice? Trends are not always worth following—focus on long-term impact instead.
Automation and Personalization: Striking the Right Balance
While AI and segmentation tools help refine prospect targeting, maintaining a human touch is crucial. As Dan Gärdenfors noted:
”Personalization and specialization are essential. A message that is too standardized can quickly lose its impact.”
Social Media: A Key Channel for B2B
The conference also underscored the power of video marketing and social media in B2B customer acquisition. An effective strategy includes:
✔️Consistently publishing expert content
✔️Leveraging videos, case studies, and storytelling
✔️Positioning a brand as an industry leader
Using these elements can maximize organic reach and foster meaningful engagement with prospects.
Key Takeaways from Digital Growth Summit 2025
✔️ B2C Success Relies on Relevance – Understanding your audience, leveraging data, and continuous experimentation are the foundation of a strong digital strategy.
✔️ B2B Must Balance Technology with Personalization – In an increasingly competitive market, companies need to experiment, innovate, and maintain a human connection to stand out.
As digital marketing continues to evolve, engagement, innovation, and adaptability remain essential for sustainable growth.
What was your biggest takeaway from the event? Let us know in the comments!