專家介紹
As I am curious about the realistic working condition in the marketing industry, I applied for the position of sales marketing intern at iClick. iClick is an advertising agency that provides digital operation services for corporate customers around the world. As an intern, I mostly do market trend analysis and competitors' information collection, so I can provide solid research reports to give strong support for achieving new client pitching. Also, I have to help clients understand their competitive landscape and market positioning, so I can identify the right target audience. In general, we use BIG DATA to collect the most practical and persuasive information by Google Trend and our systems, such as iNsights, iParllay, iAudience and iAccess. I used the data of iAudience to understand the online behavior of the public, so I can understand their preferences and considerations based on search volume. We also compared with other competitors through Google trends, so that we can better understand the customer's competitive advantages and help to maximize the promotion effect. Apart from some substantial data, we also need CREATIVITY to capture the audience across digital channels. I was responsible for a project about Chinese herbal medicine, so I need to come up with a lot of innovative ideas for drawing more customers’ attention. For holding campaigns, we mostly invite corporations from different industries to widen our social network, so we can expand our scope of the target audience. Using iClick x TFWA World Exhibition and Conference 2022 as an example, we invite almost 400 exhibitors from the duty-free and travel retail industry to exchange our experience, so we have easily helped the client to attract more customers around the globe. Talking about expanding our business, meeting with clients is also a precious opportunity as I not only introduce our company background, statistics, and previous accomplishment, but I also need to pitch them depending on their background and image. To cite our previous client, Longines, as an example, its image tends to be luxurious, elegant and stylish. To draw their attention, we come up with a myriad of innovative ideas from various perspectives.
For instance, searching for appropriate KOL to promote their new launch products, holding small-scale pop-up stores to raise the awareness of the public, how the product shots make prominent to the new details, etc. All of the above experience can help in these positions as most of them are closely related. There is a lot of collaborations with other brands, so I believe my work experience with some luxury brand can be a great reference to work in your company since I know how to pitch the clients and have some practical skills to negotiate with other companies. Moreover, I have relevant experience in the arrangement of workshops and campaigns, so I have a rough idea of the industry operation and even what are their standard.
Apart from the experience with iClick, I also gained different expertise when I joined the marketing assistant internship program in AM730. Basically, my main duty is to assist in the e-shop MAMA730 operation, especially in promoting our new launch products. Data inputting and order processing is one small part of my job, but it can train my sensitivity to numbers as I need to finish a lot of tasks in Excel. Apart from these routine job duties, the most important workload comes from social media management. For example, content creation, video making and photo design, etc. To cater different expectations of a target audience, we promote our products on various social media platforms, including Instagram, Facebook, and Youtube. For copywriting the content of the post, it is significant to catch up with the trend of society, from fashion to household items, from gossip to national affairs.
