I would highly recommend an internship at Measuremen. It is a company which was founded in The Netherlands in 2005 with the goal of optimising workplaces and improving work life with the help of data.
The internship has taught me a lot when it comes to gaining a foundation for my future ambition of pursuing a career in marketing. I had got to learn and also practise different subfields of marketing including search engine optimisation, back-linking, campaign building, growth hacking and campaign management.
Apart from that I also got to work in a team so that has helped me improve my adaptability skills. This was also my first completion of internship in a multinational company hence getting to know the professional world and expanding my network will help me in future in my career.
During my internship I have also conducted a research. The purpose of this study was to evaluate how text alteration for campaigns on two platforms (Linkedin and Google Ads) affects the actions made by campaign viewers. We also investigate which platform has the most effect when modifying texts.
The boost in clickthrough rate after changing wide match keywords to phrase match keywords in Google Ads can be explained by framing theory, which states that the substance of a message (in this case, an advertising) can be modified to impact its readers.
This study will serve as the foundation for additional investigation into how different types of messages sent through various platforms affect the actions of their viewers. This, I believe, is a crucial part of marketing.
In the case of Google Ads, the effect of text manipulation is greater than in the case of Linkedin.
The Elaboration Likelihood Model helps explain this discrepancy in behavior. When individuals search for a Measuremen’s Habital solution, it suggests they have given the topic a lot of consideration (high degree of thought). This is why, when we modify the keywords for Google Ads, their searches become more relevant and, as a result, the clickthrough rate increases.
The Linkedin campaign, on the other hand, is aimed at a certain demographic that we believe might be interested in our offering. These individuals may or may not be interested in the issue that Measuremen’s solution is attempting to address. As a result, individuals will regard this as a “low degree thought” topic and will rely on easy decision-making processes (whether or not to click on the Call-to-action button). As a result, we can see that manipulating texts on Linkedin makes no difference.
The results are of immense importance to the organisation since they spend money on the campaigns I have run. They have decide to keep this research results in mind for further campaigns.
Overall, the work ambience was always fun whether we worked physically at the office or remotely.