Performance Marketing Intern #2

 Hello!

This is my second blog post when working as a performance intern in the work wear company! The last few weeks have been some big changes in the company's business strategies for the US, so most of the marketing operations have shifted the focus to local marketing with a local marketing firm. By experiencing the shift, I have really witnessed the power of cooperation within in and between organizations. Every week we have a weekly meeting where three parties from Sweden and the US are together to update and discuss the digital marketing goals, content, budget and performance. For example, the B2C managers will provide sales data, and the marketing agency will take care of organizing the creatives and then later discussed by the whole team to decide what to modify. The process is not an one-time or one-person decision, but rather a continuous team effort within and between organizations. 

This change also made my focus shift from the US market to other B2C market like Canada. By looking at the data from sales from each month/season and the best selling items, I was helping to identify the better solutions to modify the emails and websites to better the customer journey. In the investigation, I found that there are many people viewed a product but not so much bought it, so we discussed how to improve the purchasing rate and lowering the abandon cart rate, such as providing more information on the website and emails to help with the purchase decision. Some plugins have also been tested to see if can help with this problem. 

At the same time, after meeting with the online manager, I have received a new lasting assignment focusing on market research. By using different tools such as search engine, blog, reviews, etc, I will help with looking for different unique backgrounds in different countries, including consumer behavior, competitors, social media, purchase channels. The goal is to build a guideline or cheat sheet to operate in the global market that is rather different than Sweden. So starting from this week this will be one of my main assignments. It is going to be quite challenging because I will have to search for a large amount of information, and probably English information will not be enough for many local markets. Finger crossed!

Ruiqi Pan