Marketing for Managers (2250) Assessment 2: Marketing Plan Report CLN 4 Devon Vitus Tjandrasa S392233 Jegenesh Velappan S3874979 Katharine Prasetyo S3969379 Patrick Dirgha Laminto S3964038 Timothy Hirawan S3828188 EXECUTIVE SUMMARY This report aims to provide a detailed marketing plan for the chosen industry partner, InternMatch. This report has two main parts: situation analysis, which provides details on the internal and external organisation environment, through PESTLE, segmentation, the companies’ strengths, weaknesses, opportunities, etc., through SWOT, TOWS, etc. Then the next part is the strategic marketing plan which provides information on critical objectives, preferred strategies using the marketing mix, and implementation. The main points highlighted from this report are that high unemployment and skill shortages have been a massive factor in the economy because of factors like the great resignation and increased/decreased allowance of immigration. Then CSR is a focal point of business activities as consumers are now pressured to take accountability. Another main point is that Covid-19 has changed the way businesses run their operation and has forced businesses to change and think ahead on how to conduct their operations. Furthermore, InternMatch has the strengths and opportunities to decrease unemployment, provide companies with more diversity, hence contribute to a social cause, improve their CSR activities, garner this program to teach, then retain skilled employees, which then ultimately tackles situations like COVID-19, as they have now predominately set up a system, where they can function remotely if such event occurs. So, the key chosen objective of this marketing plan will be Increasing company value by highlighting their partnership with Mandela Legacy (Sustainability). The short-term strategy would be to develop the skills and competency of the graduates through a remote internship, which helps increase the awareness of unemployment globally, decrease employee shortages, create a pool of talent, and retain them. However, there is always the risk of adding to unemployment, increased operational costs, etc. Hence, the preferred strategy and value proposition are that this product increases business CSR activities by contributing to a social cause and also benefits the businesses by retaining skilled employees. Therefore, to advertise the product implementation, including the use of online workshops, email marketing, the service of influencers, etc., to market this product to get across the purpose and use of this product. TABLE OF CONTENTS Cover Executive Summary Table of Contents 1. Situation Analysis 1.1. Industry Analysis 1.1.1. Political 1.1.2. Economic 1.1.3. Social 1.1.4. Technological 1.1.5. Environmental 1.2. PESTLE Analysis 1.3. Customer Analysis 1.4. Competitor Analysis 1.4.1. Perceptual Mapping 1.5. Summary 2. Company Analysis 3. SWOT Analysis 3.1. SWOT Table 3.2. Key Internal S and W 3.3. Key External O and T 4. TOWS Analysis 5. Key Objectives 5.1. Alternate Overarching Objectives 5.1.1. S-O Strategies 5.1.1.1. Create job opportunities by partnering with various companies and expand the target market 5.1.1.2. Look for partners that can offer a better IT experience to interns, even with online modality 5.1.1.3. Interns will be exposed to a wide array of projects that can be applied to their future careers 5.1.2. S-T Strategies 5.1.2.1. Training internship candidates to aid in skill shortage 5.1.2.2. Create rigid training for the interns to know legal background concerning the potential liabilities and consequences of unethical actions 5.1.2.3. Partner organisations should develop an activity plan for every intern for continuity of learning 5.1.3. W-O Strategies 5.1.3.1. Increasing company value by highlighting their partnership with Mandela Legacy (Sustainability) 5.1.3.2. Interns must select an office with adequate internet and technological resources 5.1.4. W-T Strategies 5.1.4.1. Internship coordinator should allocate the student-interns weekly schedule to have a day dedicated solely to online mentoring 5.2. Key Chosen Objective 5.3. Risk & Reward Matrix 6. Preferred Strategy 6.1. Marketing MIS (4Ps) 6.1.1. Product 6.1.2. Price 6.1.3. Place 6.1.4. Promotion 7. Implementation 7.1. Gantt Chart 7.2. Gantt Chart Key Points 7.2.1. Online Workshop or Seminar 7.2.2. Email Marketing 7.2.3. Influencer Marketing 7.2.4. Search Engine Marketing 7.2.5. Online Video 7.2.6. Social Media Marketing 8. SMART Goals and Controls Reference Appendices 1. Situation Analysis 1.1. Industry Analysis InternMatch Pty Ltd is an Australian private company that serves as an online recruitment platform to manage internship recruitments for students and companies. With Intermatch, students can intern for companies, and in return, companies acquire cost-effective and diverse resources for their projects. Currently, InternMatch has already partnered with Mandela Legacy Foundation for the Global Internship Challenge (GIC) to address the increasing youth unemployment issue while at the same time increasing their presence and participation in Australian employment. 1.2. PESTLE Analysis 1.2.1. Political - The COVID-19 pandemic will potentially cause the creation of a policy regarding recruitment capacity for companies (Mason and Rosenbloom 2022) - Currently, the labour party stand for more rights towards the worker (Jose 2022) 1.2.2. Economic - People are experiencing unemployment or only being paid for a few hours of work (Bielova, Halik and Ryabushka 2021) - Companies are experiencing skill shortages and will require more than 40,000 labour to handle this problem (Karp 2022) - With the high unemployment rate, people have difficulty looking for jobs. But when the rate drops, it will be easier to locate labours for less pay (Lee et al. 2021) - Business recovery during post-pandemic situation will result in high demand for human resources, which InternMatch can provide 1.2.3. Social - Currently, Corporate Social Responsibility (CSR) is essential in the eyes of society while running a business (Reckmann 2022) - Lack of immigration has caused younger people from all over the world to have fewer opportunities to relocate (Lee et al. 2022, Casaglia 2021), which directly affects their employment - Population growth has been increasing globally (Herrmann 2022), which indicates more problems, as the world is currently already facing unemployment issues - Youth unemployment has been increasing from 2019 up to 2021 (ILO 2022), and there is a lagging recovery of youth unemployment (ILO 2022) 1.2.4. Technological - Technological advancement enabled people to adjust to current situations (COVID-19 pandemic) and introduced Work From Home (WFH) (Siebert 2020, Fernandez 2020, Phillips 2020) - The COVID-19 pandemic caused accelerated digitalisation (Fu, Zhang and Wang 2020) which connects to people’s preference for using technology that ultimately gives InternMatch the advantage of operating online 1.2.5. Legal - COVID-19 pandemic has created an unstable and unpredictable legal environment (Liu, Shahab and Hoque 2022) 1.2.6. Environmental - The COVID-19 pandemic has changed business operations (Edwards 2022), and InternMatch adjusted accordingly - Economic activities will, most likely, be recovering back to their pre-pandemic level (Maipas, Panayiotides and Kavantzas 2021) 1.3. Customer Analysis 1.3.1 Segmentation Market segmentation is the process of dividing your audience into subgroups based on similarities ranging from age, gender and location to priorities, values and behaviours. This is essential to creating a marketing plan as it can effectively determine consumer buying habits. Segmenting your market can help you understand what personal, cultural, economic, or social factors may influence how your customers interact with your product. Segmenting your customers gives you better insight into their wants and needs. Not all customers are the same, indicating that certain consumers are more likely to search for or purchase products than others. Grouping your audience into niches allows cost-effective marketing rather than focusing resources on individual or overly broad levels. 1.3.2 Targeting With multiple choices in segmentation, the team have targeted this industry mainly because the COVID-19 pandemic is a natural disaster, and it is tough to find any silver lining. However, if you want, the growth of remote work culture in the IT industry can be seen as the most significant unseen benefit of the COVID-19 pandemic. The COVID-19 pandemic has forced all IT companies worldwide to resort to remote work. Even companies staunchly against remote work practices need to hire remote developers to keep their IT business running in the COVID-19 era. Even before the pandemic, a large segment of the population supported a remote work culture. However, many were sceptical about the feasibility of the practice. With the COVID-19 pandemic, one thing is sure: remote work in the IT industry is possible and will continue to be so for a long time, if not forever. 1.3.3 Positioning The final stage of the STP model, positioning, is where you use the insights gained from segmentation and targeting to decide how you will communicate your product to chosen audience segments. While segmentation and targeting are about customers, positioning is about your product from the customer's perspective - You probably work from home, either out of necessity or desire, in 2020. In either case, the concept of office spaces is evolving quickly. The home office has replaced corporate halls in today's world. Moreover, I would not be mistaken in saying that remote employment is most common in the computer industry. - The computer and information technology sector is the second most open to the remote work culture. - The top three industries in which remote workers were most prevalent in the USA in 2019 are healthcare (15%), technology (10%), and financial services (9%), according to OWLabs' annual research. According to a survey, most online remote jobs are in the software and technology industries. 29.2% of all remote job postings come from the industry. S T P Segmentation Targeting Positioning Marketing industry It industry Education industry -Canva Accounting industry either case, the concept of office It industry spaces is evolving quickly. The home - Campaign Monitor office has replaced corporate halls in - Appen today's world. Moreover, I would not - Canva be mistaken in saying that remote - Jobvibe employment is most common in the - You probably work from home, either out of necessity or desire, in 2020. In computer industry. - The computer and information technology sector is the second most open to the remote work culture. - The top three industries in which remote workers were most prevalent in the USA in 2019 are healthcare (15%), technology (10%), and financial services (9%), according to OWLabs' annual research. - According to a survey, most remote jobs offered online are in the software and technology industries. 29.2% of all remote job postings come from the industry 1.4. Competitor Analysis Direct and indirect competition There is no direct competition against InternMatch Pty Ltd, but there is indirect competition. 1.4.1 Perceptual Mapping The perception map above is based on internal talent participation and management levels. Engagement is also involved in ensuring that the intern performs well during the internship by providing both facilities and mentoring and is therefore related to professionalism, cost and performance. Control is related to expertise and collaboration, allowing the platform to choose its talent more carefully. 1.4.2 Customer Persona 1.5. Summary To summarise, there are a few important things that we decided to focus on. On the PESTLE Analysis, we choose to focus on social aspects. Here are the main points : A strong sense of Corporate Social Responsibility (CSR) is necessary when operating a successful company in today's world. Also lack of immigration has caused younger people from all over the world to have fewer opportunities to relocate, which directly affects their employment (Lee et al. 2022, Casaglia 2021). Population growth has been increasing globally (Herrmann 2022), indicating more problems as the world is currently facing unemployment issues. Moreover, youth unemployment has been increasing from 2019 to 2021 (ILO 2022), and there is a lagging recovery of youth unemployment. Also, for now, There is no direct competition but there are a few indirect competition. 2. Company Analysis InternMatch Pty Ltd is a privately held Australian business that operates an online recruiting platform to handle internship recruitments for students and businesses. The platform is called InternMatch. Students may find internship opportunities with firms via Intermatch, and in exchange, businesses get access to varied and cost-effective resources for their projects. InternMatch has already formed a partnership with the Mandela Legacy Foundation for the Global Internship Challenge (GIC) in order to address the growing problem of youth unemployment and, at the same time, to increase the number of young people who are present in the Australian workforce and who take part in it. InternMatch already has a solid corporate image and exposure, contributing to resolving unemployment challenges in the nation. Because it offers internships and opportunities for employment, InternMatch plays a role in addressing these concerns. Instead of looking for potential interns, their managers and employees concentrate more on dayto-day operations. Companies that exclusively have on-site internship programs provide InternMatch with a smaller market share than those that offer flexible internships (both on-site and remote), giving InternMatch a more extensive market scope. InternMatch is brought to the attention of participants in worldwide movements by actively engaging in events like the Global Internship Challenge (GIC). Since InternMatch was founded in 2016, they are still relatively new to the industry. This may be why they have not yet built a stable place for themselves in the market. InternMatch, on the other hand, has the explicit objective of bridging the job gap to make a valuable contribution to CSR. This may be utilised as a distinctive quality that none of InternMatch's competitors presently possess, giving the company an advantage over its rivals. InternMatch needs a lot of capital and contacts to compete with other companies operating in the same sector. It also needs more significant exposure to growing the number of internship programs. It is a time-consuming process to review and pre-screen potential intern applicants—interns who are incompetent run the risk of damaging InternMatch's image. 3. SWOT Analysis 3.1. SWOT Table Table 1. SWOT Table STRENGTHS WEAKNESSES - Good corporate image - Requires connection and significant funding - Focused on day-to-day operations - Requires more exposure - Wider market scope - Reviewing and pre-screening internship - Participation in global movements - Non-competent interns may affect the reputation OPPORTUNITIES - Unemployment in developing countries - Potential increase in government funding THREATS - Increasing competition 3.2. Key Internal S and W 3.2.1. Strengths: - InternMatch already have an excellent corporate image and exposure as it provides internship and possible employment, which participates in solving unemployment issues in the country - Managers and staff are more focused on day-to-day operations instead of searching for internship candidates - Offering flexible (on-site and remote) internship programs for companies causes InternMatch to have a broader market scope rather than those only with an on-site program - Actively participating in global movements such as the Global Internship Challenge (GIC) gives exposure to InternMatch 3.2.2. Weaknesses - InternMatch requires significant funding and connections to compete with others in the same industry - Requires more exposure to increase the number of internship programs - Reviewing and pre-screening internship candidates is time-consuming - Non-competent interns may affect the reputation of InternMatch 3.3. Key External O and T 3.3.1. Opportunities - Large, and most likely, the untapped global employment market in developing countries - Potential increase in government funding as InternMatch provides a solution to solving unemployment issues in the country 3.3.2. Threats - Increasing competition with new and popular companies charging lesser rates and offering better-qualified internship candidates 4. TOWS Analysis Table 2. TOWS Matrix Table S-O Strategies W-O Strategies Create job opportunities by partnering with Increasing company value by highlighting its various companies and expanding the target partnership market (S3, O1, O2) (Sustainability) (W2, O4) Look for partners that can offer a better IT Interns must select an office with adequate experience to interns, even with online internet and technological resources (W1, W4, modality (S6, O4, 07) O4, O7) with Mandela Legacy Interns will be exposed to a wide array of projects that can be applied to their future Risk careers (S4, S5, O3, O4) Increased costs to deploy IT resources Mandela Legacy is perceived as a South African- Risk based foundation, and international partners may Increased unemployment rate in Australia not see a direct brand synergy Increased number of immigrants & refugees Reward Reward Help companies improve their CSR reputation Help companies with their CSR duties Help partner organisations embrace state-of-the- Raise awareness of the unemployment issue Decrease employee shortage S-T Strategies art technology W-T Strategies Training internship candidates to aid in skill Internship coordinator should allocate the shortage (S1, S5, T1, T4) student-interns weekly schedule to have a day Create rigid training for the interns to know dedicated solely to online mentoring (W1, W2, legal background concerning the potential T1, T4) liabilities and consequences of unethical actions (S5, S3, T1, T3) Risk Partner organisations should develop an Cumbersome to maintain daily, weekly, and activity plan for every intern for continuity of monthly monitoring learning (S1, S6, T1) Risk Added responsibilities to supervisors Reward The number of people looking for remote internships exceeds the available Internship becomes learner-centric Creates a pool of talented and competent interns opportunities Reward Creates a pool of talented interns Encourages employees to be creative and innovative Addresses unemployment 5. Key Objectives 5.1. Alternative Overarching Objectives 5.1.1. S-O Strategies 5.1.1.1. Create job opportunities by partnering with various companies and expand the target market With an unmatched capacity for career development, The Global Internship Challenge can offer a pool of industry partners with MoU. This will allow interns to check the list of credible organisations that cater for their needed skills and knowledge using online platforms. The Global Internship Challenge should emphasise to their partners that moulding future employees is not the sole role of education institutions but a joint mission of educational institutions and partner organisations. 5.1.1.2. Look for partners that can offer a better IT experience to interns, even with online modality Before deployment, interns should be taken through an onboarding seminar and workshops approved by The Global Internship Challenge. This means that The Global Internship Challenge should conduct thorough research to assess the suitability of partner organisations’ impact on interns’ career development. The seminar and workshops should demonstrate how the interns will be prepared for the job market by aligning their skills with the industry’s needs. 5.1.1.3. Interns will be exposed to a wide array of projects that can be applied to their future careers The internship will provide numerous learning opportunities to hone interns’ skills and competency. Supervisors should use intern-centred approaches to encourage interns to acquire new knowledge and skills. This will be achieved by deploying interns to different departments and allocating sufficient time to complete tasks. 5.1.2. S-T Strategies 5.1.2.1. Training internship candidates to aid in skill shortage Building an extensive network with organisations offering remote internships will give a sufficient edge for beginners to make a name for themselves in their field. The notion of developing a brand identity is vital for this pursuit. The Global Internship Challenge should provide opportunities for interns to network and solidify their skills. By doing this, The Global Internship Challenge will reduce skill shortage and build a brand association through remote services to persuade the market to embrace new entrants. 5.1.2.2. Create rigid training for the interns to know legal background concerning the potential liabilities and consequences of unethical actions Pre-deployment orientation seminar is a conventional standard but not applicable for remote internships. Following lessons from the pandemic, The Global Internship Challenge should encourage its partners to use a series of webinars to remind the interns of their duties, responsibilities, and personal obligations to uphold professional ethics. This requires a thorough review and approval process to ensure sufficient reference in the internship manual. 5.1.2.3. Partner organisations should develop an activity plan for every intern for continuity of learning The pandemic challenged academic institutions to embrace innovative solutions to complement traditional learning. This also touches on how The Global Internship Challenge conducts its business. There are instances where a demonstration will be required for the intern to acquire knowledge and desired skills. The partner organisation can liaise with The Global Internship Challenge to map appropriate concepts neglected in the curriculum and create interactive learning modules. 5.1.3. W-O Strategies 5.1.3.1. Increasing company value by highlighting their partnership with Mandela Legacy (Sustainability) Mandela Legacy Foundation is a revered foundation that many organisations want to be associated with. The foundation has been at the forefront of developing solutions and partnerships that improve people’s lives. The Global Internship Challenge should emphasise that its partner agencies will be part of the Mandela Legacy by participating in the creation of employment. 5.1.3.2. Interns must select an office with adequate internet and technological resources The pandemic transformed how learning is dispensed and how organisations can partner with interns. The Global Internship Challenge should ensure remote internships succeed by identifying organisations with sufficient IT resources to coordinate remote internships. The Global Internship Challenge should also encourage interns under its network to reimagine the power of IT so that they can leverage its ability to benefit from remote internships. 5.1.4. W-T Strategies 5.1.4.1. Internship coordinator should allocate the student-interns weekly schedule to have a day dedicated solely to online mentoring The Global Internship Challenge should empower supervisors of partner organisations to continuously maintain close supervision and monitoring of interns daily, weekly, and monthly. This will allow the supervisor to update interns’ performance and accomplishments of assigned tasks and provide feedback to improve their skills and competency. A weekly webinar between the supervisor and interns should be scheduled to allow interns to ask questions freely and be guided. 5.2. Key Chosen Objective Increasing company value by highlighting their partnership with Mandela Legacy (Sustainability) 5.3. Risk & Reward Matrix Table 3. Risk & Reward Matrix Table Risk Reward Increased unemployment rate in Australia Help companies with their CSR duties Increased number of immigrants & refugees Raise awareness of the unemployment issue Increased operational cost Decrease employee shortage Internship becomes learner-centric Creates a pool of talented and competent interns 6. Preferred Strategy 6.1. Marketing Mix (4Ps) 6.1.1. Product A product needs to be a thing this is satisfying a customer’s needs and wants, and marketers need to understand what they are selling. Hence marketers need to position their products in that sense (Elliott, 2020). The product offered by Intermatch/Mandela is for South African university graduates working remotely from home. However, it is more than just offering businesses interns. Intermatch/Mandela has built this product around the GIC to decrease unemployment in developing countries like Africa. Recently, in Australia, we are already seeing unemployment and businesses needing employees to fill job vacancies. There are still a lot of job vacancies available because of the vast amount of skill shortages (Karp, 2022) in Australia. So, the product provides value by offering the interns to work remotely and fulfilling the customer needs, i.e. the businesses. Furthermore, the product provides more value to the business through increasing their brand reputation/image. For instance, there has been an increase in corporate social responsibility (CSR), where businesses are being told to be more responsible for their social and environmental impacts on society (Reckmann, 2022). Hence businesses are always looking for an opportunity to make an impact or show they are responsible. Therefore, the value proposition is that this product allows firms to increase their diversity and improve CSR, enhancing brand image. This is because of the GIC campaign InternMatch is bringing, the social cause, which is the undertone of the product. The product fills the gap between unemployment and skill shortage, improving business reputation and CSR. Hence the product delivers value to companies. 6.1.2. Price Price is what customers will want to pay for your product (Elliott, 2020). If the price is too high, they might not purchase it, and if it is too low, they might think it is inferior. Hence the correct pricing strategy will need to be used to decide the pricing. However, as explained, a price is what the product sells for, but in this case, the product does not have a price tag; instead, the price is value-based. For instance, taking interns from Intermatch/Mandela, the businesses will not have to pay the interns for their work; instead, the goal is to teach and guide the interns in position and, eventually, higher them as permanent full-time workers. As businesses take in interns, the cost is the time they spend to train interns; hence the price is value-based. As businesses take the interns, it is towards their benefit of fulfilling more significant social cause, the GIC, diversity and improving CSR. It will also fill the job vacancy gap or employee shortages without needing to pay them until fully hired. Hence, the price is entirely value-minded rather than cost oriented. 6.1.3. Place The place is where the customer will consume or buy your product (Elliott, 2020). Marketers must ensure the product is available where customers want the product. In this case, the product is in a remote working place. InternMatch will provide the product which the interns from Africa do virtually in Australian companies. Hence, it is any place other than the offices in Australia. This has significant advantages to the companies as they do not have to spend extra costs on office equipment, parking space, office space, etc., significantly reducing costs versus hiring interns working in-house. 6.1.4. Promotion Promotion is where you are now convincing the customers to buy the product (Elliott, 2020). Marketers must consider how, where, when and how they are advertising to reach the mass market and effectively communicate the message to potential customers. The current generation is more tech online based than ever, and companies as such adapt to such change; hence we are heading towards the strategy of using digital advertising instead of traditional advertising like newspaper/billboards etc. Using the traditional method will take a considerable amount of resources and capital. There is no correct way to measure which channels are most beneficial, getting the most response, etc. However, using digital advertising will significantly lower costs, will be able to reach the mass market instantly, can effectively target chosen segments, etc. 7. Implementation 7.1. Implementation Plan 7.1.1 Phase 1: Recognition The first step of a successful implementation plan is understanding the marketing problem and recognising the goal InternMatch is trying to achieve. After thorough company analysis and extensive research, we have derived the marketing problem as a lack of brand awareness. InternMatch was established in 2016, which means that they are relatively new to the business, which may be why they have not grounded a fixed position in the market yet. On the contrary, InternMatch has a specific goal to bridge the employment gap, contributing value towards CSR. This can be used as a unique attribute that no competitor currently has, providing InternMatch with a competitive edge. 7.1.2 Phase 2: Digitalization In order to solve the marketing problem and achieve the intended goal, we have to understand the business environment we are currently in. The digital advertising era is growing more rapidly than ever and will continue to grow in importance as time progresses. Hence, for InternMatch to gain a brand rep mutation, they have to do extensive marketing through the internet, mainly because they are trying to attract businesses interested in having remote interns in their organisation. By having a solid digital presence, InternMatch will be able to broaden its network of prospective customers and show its competitive edge. 7.1.3 Phase 3: Globalization InternMatch has expressed its desire to attain business not only in Australia but in many other parts of the world that have the same skill shortages issues; This can be done by maintaining and innovating its marketing strategy. For InternMatch to go global, they have,e to first prove their value to the Australian market, and the rest will follow through by either word-of-mouth or networking. Once this is achieved, InternMatch will have endless opportunities to expand its business to many parts of the world. In the years to come, the demand for remote interns and employees will continue to rise. InternMatch, one of the first organisations to acknowledge this, will strive to be an industry leader. 7.2. Gantt Chart 7.3. Gantt Chart Key Points 7.3.1. Online Workshop or Seminar Due to the pandemic, the use of online everything has been growing in population. Hence, we suggest having frequent online workshops or webinars for potential clients, including human resource managers, where they can participate and learn more about what Intern Match is about. We suggest that the online seminar should be held once every three months, and during those months that there will not be an online seminar, ongoing advertising about the seminar should be done. Online seminars have many benefits, including: - Inclusivity With webinars, everyone and anyone can join; we can cooperate and create beyond borders, time zones, and locations with relative ease. This can increase the diversity of our clients and increase the target market. - Time Effective As our clients are workers from different companies and will have busy schedules, webinars are highly effective as they can join whenever they wish to and on their schedule. This will create more opportunities for us to attract more businesses to use our services. - Low Cost No extravagant expenses need to be done to create an online workshop; all the necessary items are already in our hands. All that needs to be done is to prepare a presentation and interactive activities to get the audience engaged and interested. 7.3.2. Email Marketing Email marketing is a method of advertising that allows you to inform the clients on the email list of your services. It can also be used to educate your audience about the value of your brand or to maintain their interest between purchases. Developing an effective email marketing strategy will enable InternMatch to personally engage with our target audience and generate sales. Moreover, Email marketing provides a broader audience reach, as everyone with an online presence has an active email address. Successful email marketing will increase conversion rates and benefit InternMatch, as their primary objective will be to convert prospective clients into paying customers. In addition, email marketing is not only about spreading the message but also about creating an experience for our customers and utilising interactive content to invite customers to interact with our business on a completely different level. 7.3.3. Influencer Marketing Influencer marketing involves collaborating with an online influencer to promote our services. This method of marketing partnership is utilised to increase brand awareness. Unlike celebrities, influencers can exist anywhere; they are influential due to their massive web and social media followings. An influencer may be a known blogger or a reputable marketing executive on LinkedIn. Although this will require a relatively large amount of money depending on the chosen influencer, it will also generate the most outcome; the use of social media is compelling and spreads fast; hence by using this method effectively, we can form long-term brand awareness towards our clients. 7.3.4. Search Engine Marketing Search engine marketing promotes a business by placing paid adverts on search engine results pages (or SERPs). Marketers invest in keywords that users of search engines such as Google may enter when searching for a particular product or service; this allows the advertiser's adverts to display alongside search results for those keywords. These advertisements, commonly known as pay-per-click, are available in various formats. Others, such as product listing advertising (PLAs, also known as Shopping ads), are more visual, product-based promotions that enable users to see critical information, such as pricing and reviews, at a glance. Search engine marketing's greatest strength is that it allows InternMatch to place its adverts in front of motivated, ready-to-buy clients precisely when they are prepared to make the partnership. This is why search engine marketing has become profitable and an excellent way to expand the business. 7.3.5. Online Video InternMatch can attract the interest of potential clients and maintain their engagement by producing high-quality films specific to your target audience. YouTube alone has 122 million daily active viewers, making it the ideal platform for video marketing campaigns; TikTok has one billion active users in over 154 countries and was named the most popular social media platform of 2022; by putting these applications to good use, we will be able to take advantage of online video marketing in many ways including: - Increased exposure and participation With video, the message will have the ability to reach a massive audience by providing relevant and engaging content for consumers and prospects. - Enhanced brand recognition and recall Video is an effective method for increasing brand recognition; individuals have a higher chance to remember the message if they see it in this format, as opposed to reading it or listening to it. In addition, video enables InternMatch to share its business's narrative in an engaging and aesthetically appealing manner, fostering brand affinity. Video has an expressive aspect, enabling InternMatch to convey their emotions in a manner that no other medium can match. - Generate sales and leads. Videos can generate sales opportunities for InternMatch by encouraging users to take the next step in the purchasing process by inserting a request for action in the video. - Build confidence and credibility Video is an excellent method for establishing credibility and trust with prospective clients. People will get a feel of what InternMatch stands for when they see it on screen; this can make our potential customers feel more at ease conducting business with you. 7.3.6. Social Media Marketing The exponential growth of social media over the past decade has been thoroughly documented, and for many people, life without Twitter, Instagram and Facebook is unimaginable. 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