In our last article, we learned in-depth information about the marketing strategy of Cairn, an oil and gas company. We’ll go into detail about the marketing strategy of Equinor in this piece – the world’s eleventh-largest oil and gas company.
With its headquarters in Stavanger, Equinor ASA is a multinational energy business owned by the Norwegian government. With operations in 36 nations and further investments in renewable energy, it is principally a petroleum firm.
Marketing is buried in a company’s DNA and has the power to make or ruin that entity. Marketing has followed users online as they have gone digital throughout the world.
Check out IIDE’s Free MasterClass on Digital Marketing 101 taught by our CEO and founder, Karan Shah, if you’re interested in modern digital marketing.
In this article, we’ll go over every aspect of Equinor’s marketing plan. Learn about the company’s history, target market, and online presence before we get started.
About Equinor –
Source – Battery Industry
Three significant oil corporations from Norway, Statoil, Norsk Hydro, and Saga Petroleum, are the ancestors of Equinor. By unanimous vote of the Stortinget, the Norwegian parliament, Equinor was established on July 14, 1972, as a limited company controlled by the Government of Norway.
The political goal was to increase Norwegian competency in the petroleum industry and to participate in the oil sector on the continental shelf in order to lay the groundwork for the domestic petroleum industry.
Equinor reported earnings of US$7.535 billion for the fiscal year 2018, with US$79.593 billion in yearly sales, an increase of 30.1 per cent over the prior fiscal year. In October 2018, Equinor’s market capitalisation was over $55.5 billion, with company shares trading at over $18 per share.
Equinor values $15 billion in profit in the fourth quarter of 2021. In the second quarter of 2022, according to equinor’s annual report it produced adjusted earnings of USD 17.6 billion and USD 5.00 billion after taxes.
The reported net income was USD 6.76 billion, with a net operating income of USD 17.7 billion.
|Industry||Oil and gas|
|Revenue||$122.59 Billion as of Aug 2022|
|Vision||To sets a clear direction and highlights what we are aiming to achieve.|
|Tagline||We Energize The Life Of 170 Million People. Every day.|
Marketing Strategy of Equinor –
Nearly 1,000 people are employed in significant positions spanning a variety of fields and specialities. Additionally, they are functionally responsible for digitalization, value chain improvements, and IT.
Segmentation, Targeting and Positioning
The technique by which Equinor chooses to divide the total market into smaller segments and groups with comparable characteristics, purchasing patterns, socioeconomic background, etc. is known as market segmentation.
This is done to more effectively and efficiently connect with the target audience of consumers. The market as a whole is divided based on several geographic entities, including nations, continents, states, trading blocs, and cities.
Due to the diverse cultures, customs, and administrative systems of the potential clients, Equinor heavily utilises geographic segmentation in its foreign markets.
Organizational technical competencies in the Oil & Gas – Integrated industry to serve a certain consumer group
Margins in the Oil & Gas – Integrated Industry – Equinor should refrain from positioning the products for features if the positioning strategy is directed at a segment that cannot provide the appropriate financial returns over the long term.
Top media campaigns conducted by Equinor
This campaign is based on renewable energy and the music featured in Sean Christopher’s The Impossible dream one of Equinor’s most well-known social media advertisements, went viral. The tagline used in the video was “We’re cheering on everyone who has found their own world”.
The Eelume underwater robot, which could offer to transform entire marine operations by utilising robots with artificial intelligence, was another commercial that surfaced in 2018.
The new technology promised to lower costs by deploying robots and pollution-free technology, which attracted many multinational firms. This was the campaign’s primary goal.
The advertisement was based on social responsibility by upgrading to non-polluting tech and creating the safest and most valuable carbon solutions for our future generations. The ad rose to popularity on various social media platforms like Youtube and Facebook.
Social Media Marketing
The company is present on a number of social media networks.
- Instagram – There are more than 56k followers on the page.
- Facebook: It has 155 likes and more than 151.6k followers.
- LinkedIn: It also has 713,985 followers.
- Twitter: The Twitter account has 5.6k subscribers
Information and updates about recently released products are tweeted, and certain posts are also uploaded.
So it could be seen that the firm has quite a good number of followers on Facebook with a strong 7 lakh+ members.
Content focuses primarily on the infrastructure, employers, workers, etc.
Source – UberSuggest
According to SEO positioning, it is said that the number of keywords – under 500 is bad, over 1000 is good, and 10,000+ is great. As we can see that organic search keyword volume is 79,215 and it’s great.
The traffic each month is around 130k which is impressive. As monthly visits above 20,000 are amazing.
Since it already has a sizable fan base and is well-known in the United States, Europe, and more than 30 other countries, the oil and gas firm has never worked with influencers or influencer marketing organisations.
The goal of Equinor is to transform natural resources into energy for people and social advancement. Over the next three decades, the energy sector has the knowledge and means to transform the way energy is produced.
However, knowledge and resources are insufficient. We require a leader.
The current plan of action for Equinor is to quicken the transition. Equinor will be a top supplier of energy and low-carbon solutions by 2030.
It will continue to lead the energy sector in Norway and become a major participant in a few foreign markets. Offshore wind will be a global leader, while carbon capture and storage will be a European leader (CCS).
Equinor country information app:
Authorized users and visitors can obtain travel and security information for the nations where Equinor conducts business using the Country Information app. Each nation is downloaded locally, enabling offline access anytime users require the information.
Each nation has standards and guidelines for safety precautions and cultural norms that existing residents and prospective tourists may find useful.
A list of local contacts for emergency lines and other categories is also available in the Equinor Country Information app. The iOS Maps app allows users to view addresses and dial phone numbers with a single click.
To guarantee that users get the most recent information, each nation is updated continuously. Plan ahead because a data connection will be needed for the updating process. Travel safely!
Content Marketing Strategies
Equinor, like other multinational corporations, has never invested millions of dollars in marketing. For many years, they have only consistently posted on their social media accounts, including YouTube, Instagram, Facebook, Twitter, LinkedIn, and many others, about their day-to-day work, employees, employers, infrastructure, latest technologies, achievements, and awards.
As a result, they have a sizable following and employee base. The goal of Equinor is to transform natural resources into energy for people and social advancement. Over the next three decades, the energy sector has the knowledge and means to transform the way energy is produced.
Conclusion – What’s unique about the marketing strategy of Equinor?
Without utilising any significant web marketing techniques, Equinor has grown to become one of the greatest oil and gas corporations in the world and is attracting a sizable amount of organic traffic, which is quite astounding.
Additionally, the corporation has maintained a positive reputation in the eyes of the public and other possible investors by conducting successful social responsibility advertisements.
The company is working to address its problems, but its lack of marketing efforts is the main one. Every firm needs marketing to function, and in the current environment, the industry is increasingly going digital.
Companies are looking for digital marketers as a result of the increased importance of digital marketing. Check out IIDE’s Online digital marketing course to upskill if you’re interested.
Find more insightful case studies on our IIDE Knowledge portal if you enjoy this kind of in-depth company study. Thank you for reading, and please feel free to comment below with your opinions on this case analysis.