Digital Marketing in Bangladesh

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1. Abstract
Digital marketing is use of electronic media to market products and services by the
marketing managers. The popularity of internet, smartphones, tabs and other electronic devices
have forces the marketers to deviate from the traditional marketing methods to some extent and
expand directly in the digital platform. This paper aims to describe the several challenges of digital
marketing faced by the marketers in Bangladesh and how the effective use of digital marketing
can help business and economy. Besides, the paper will discuss several differences between
traditional and digital marketing processes. A survey is to be conducted with 50 people as sample
in order to get their perspectives as consumers on digital marketing. The data will be extracted to
get specific information that will enlighten the situation of digital marketing further.
2. Introduction
Digital marketing is the promotion of products and services in every digital channel. It
involves social networking websites, search engines, SMS and MMS, display advertisements etc.
In the past, Bangladesh used to suffer due to the lack of technological devices and systems. But
with the mindset of “Digital Bangladesh”, the availability of mid-range smartphones throughout
the country and the internet coverage provided by the leading telecom companies, we have been
able to keep pace with the developed countries in terms of online activities. This wide use of
technology has caught the attention of marketers. They have found a way to push advertisement
of their products directly to the consumers. This is an excellent way of promotion considering the
high number of internet users in our country at present.
Facebook advertisement has already increased as there are more people spending their time
today than ever before in Bangladesh. Facebook groups and pages that products, E-Commerce
companies and large brands are heavily spending to increase “fans” and also to drive engagement
and sales. It is still the most effective way to drive sales if done properly, but Facebook ad platform
has its limitations for the time being. It is also useful as the advertisement of a product can
specifically reach to the potential market, the people who actually need or want a particular type
of product and service. Famous brands of phones, tourism, food, lifestyle products, gadgets and
movies are being marketed in the digital platform. However, switching from one marketing

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method to another involves a set of challenges. Marketers must have the technologically skilled to
digitally transfer an advertisement through digital channels. Preparing the consumers for a
marketing method like this is also matter of time and adjustments. Besides, there are a set of
marketers who still prefer the traditional ways and have no intentions of going the digital way.
2.1. Background of the Study
Digitalization has become an integral part of every aspect in modern world. It has not only
influenced our lives, but has become actively involved in every action of living. As a result,
digitalization has changed the dimension of marketing as well. Marketing is a dynamic field which
rapidly changes with time, trends and consumer behavior. Digital marketing is practiced
worldwide, and it has been showing its impact in Bangladesh for the last few years. Bangladesh is
a bit slow in terms of technology comparing to the developed nations, however, drastic changes
have been made in this regard in this decade. Consequently, digital platform has become a vital
tool for the marketing managers to reach their consumers.
On one hand, digital marketing helps the consumers to analyze the specification of the
desired products and determine if the product can satisfy their needs. On the other hand, it gives
marketers a new dimension of promoting their products, reaching their target market and
expanding their customer base. While the developed countries are making full use of this platform,
we are yet to expand to a broader level.
2.2. Context of the Study
Plenty of qualitative and quantitative studies, consumer surveys, online surveys and case
studies are regularly conducted in the technologically developed countries. In Bangladesh, the
development of such a promising field of marketing needs more detailed study and analysis. While
some major firms, specially the MNCs, are following this trend, most of the companies in
Bangladesh are still going through the tradition marketing methods. According to MD Abu Bakar
Chowdhury’s report submitted to BRAC University, “The ideal situation is to bring all the
stakeholders including government, business, advertisement agencies, media and technology

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players under a same platform to face all the challenges together in the way to make the dream
true”. The approach of our marketers can be partly justified for the fact that their consumers are
still in a fair distance from digital platforms. But a traditional marketing approach decelerates their
growth and developments.
According to Robert Mclurg’s report published by American Bar Association, “25 percent of
online shoppers click the first relevant search link that appears on result pages…Increasingly, social
media users also are transacting business with the companies that engage with them there.” A study
on digital marketing can provide these firms with aspects and angles hitherto unknown to them. It
will not only increase their market nationally, it can also help them make their marks
internationally as digital marketing is worldwide platform. Email marketing, social network
promotions, chain text messaging, mobile instant messaging, smart phone apps, podcasts,
electronic billboards, digital television and radio channels are more widely spread than traditional
billboards, hoardings, mike announcement and poster promotions. An elaborate study on how to
develop the digital media of marketing can really help to get the maximum reach and profitability.
2.3. Rationality of the Study
A study on digital marketing is extremely and immediately necessary because the social
media market is growing every second. The fact that Dhaka has 22 million active Facebook users,
second highest in the world, clearly shows the amount of potential this field has. A study on digital
market will help marketers realize what segment of the population they are missing to attract. It
can also help traditional firms to develop an online platform to sell their products. This can reduce
the pressure of renting and managing huge offices, showrooms and experience centers. The study
will also help the marketing managers realize the root causes of hesitation of consumers towards
digital marketing and how to eradicate their doubts and disbeliefs. Again, how to culturally adapt
the digital marketing methods that connect the consumer and win their trust can be learned through
this study.

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3. Statement of the Problem
An elaborated use of digital marketing in business will not only help the marketers reach
their customers throughout the country, it will also help to promote the products internationally.
As a result, many local companies will be able to expand in international markets and help the
national economy. Despite all the benefits and opportunities, Bangladesh has been unable to make
the best use of the digital media to market products. Lack of technologically skilled marketers,
tendency to avoid risks and uncertainties, lack of awareness of the benefits of digital marketing
and cost of switching from traditional and digital marketing have restrained the businesses from
the promising outcomes of digital marketing. Companies can study how other companies that have
adopted digital marketing are performing in the market and conduct short-term experiments to see
their own results. Once our marketing managers realize the true potential of digital marketing, they
will gradually shift from the traditional methods.
4. Objective of the Study
Digital marketing can be seen as a tool of progress in the world of business and economics.
Apart from financial profits, digital marketing can also help a firm being effective and efficient by
using the information regarding the products and consumers. The major purpose of this study is
 to consider the major obstacles on the way of digital marketing in Bangladesh
 how digital marketing can result positively for a firm
5. Theoretical Framework
Definition of Digital Marketing
Digital marketing incorporates the use of internet or digital technology, in other words all
electronically communicated media, such as internet, web or mobile, for the marketing purposes
with the aim of achieving marketing objectives (Chaffey and Smith, 2013, Bax et al. 2013, p.23,
Technopedia). Digital marketing refers to the marketing function that takes place in the electronic

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marketplace and fulfils the definition of marketing to identify, anticipate and satisfy customer
needs profitably and efficiently in the online environment (Chaffey & Smith, 2013). According to
Chaffey and Smith, digital marketing allows companies to capture and attract online prospects by
providing value-adding content, and driving customers to the brand. (Chaffey and Smith, 2013).
Traditional Marketing versus Digital Marketing
Traditional marketing is the most recognizable form of marketing. Traditional marketing
is non-digital way used to promote the product or services of business entity. On the other hand,
digital marketing is the marketing of products or services using digital channels to reach
consumers.
Some comparisons are presented below –
Traditional Marketing Digital Marketing
1) Traditional marketing includes print,
broadcast, direct mail, and telephone.
1) Digital marketing includes online
advertising, email marketing, social media,
text messaging, affiliate marketing, search
engine optimization, pay per click.
2) Results are easy to measure. 2) Results are to a great extent easy to
measure.
3) Advertising campaigns are planned over a
long period of time.
3) Advertising campaigns are planned over
short period of time.
4) 24/7 year-round exposure is not possible 4) 24/7 year-round exposure is possible
5) No ability to go viral. 5) Ability to go viral.
6) One way conversation. 6)Two ways conversation.
Table of Traditional marketing and digital marketing comparison

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Advantages of Digital Marketing Brings to Consumers:
With rapid technological developments, digital marketing has changed consumers buying
behavior.
It has brought various advantages to the consumers as given below –
 Stay updated with products or services: Digital marketing technologies allow the
consumers to stay with the company information updated.
 Greater engagement: With digital marketing, consumers can engage with the company’s
various activities. Consumers can visit company’s website, read information about the
products or services and make purchases online and provide feedback.
 24/7 Shopping: Since internet is available all day long, there is no time restriction for when
consumer wants to buy a product online.
 Easy comparison with others: Since many companies are trying to promote their products
or services using digital marketing, it is becoming the greatest advantage for the consumers.
 Clear information about the products or services: Through digital marketing,
consumers get clear information about the products or services. There is a little chance of
misinterpretation of the information taken from sales person in a retail store.
Digital Content and Online Presence
Digital marketing function is enabled via digital content, which exists in digital landscape
in different forms, from text and design, to graphical information, audio and video content, and
basically represents information and experiences delivery across a range of platforms and media
tools to the end user.(Ryan,2014,Chaffey and Smith, 2013).The main purpose of content is to
engage, interact ,influence customers; it is a point for contact with the customers, whether they
research, purchase or re-view.(Ryan, 2014).
Online presence is the basis for digital marketing, as it involves any aspect of web content and
digital footprint that represents the product, brand or organization. (Charles-worth, 2014, Chaffey

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and Smith, 2013) Online presence refers to the availability, richness and relevance of digital
content and information via a range of web tools. (Charles worth, 2014, Chaffey and Smith, 2013).
6. Research Methodology
The research is primarily a qualitative one. However, to support some of our arguments,
we have collected some data which involves a quantitative approach. This research is made to
identify the barrier of digital marketing in the perspective of Bangladesh. There is no specific
hypothesis in the study but a lot of discussions will be
6.1. Ontology
It is a branch of metaphysics concerned with the nature and relations of being. Ontology deals
with abstract entities. (Merrium Webster dictionary)
Conducting digital marketing depends on their intention of both consumers and organizations. So
it is subjective aspect of ontology. Marketers need to know how they can attract their customers
via social networking websites and search engines. They also want to know how the advertisement
will interest the internet users instead of interrupting their activities.
6.2. Epistemology
This is the theory of knowledge, especially with regard to its methods, validity, and scope,
and the distinction between justified belief and opinion.
The idea of epistemology helps us to know about-
 How to conduct the research
 How is the relationship between the researcher and the research.
 How the research can benefit marketers, consumers and other researchers.
So this research may not bring decisional outcome but can present an informative insight.
6.3. Research Approach
Our main objective is to identify the depth of the phenomena. That's why we will collect
our data from both consumers and professionals. We are going to ask some open ended questions
to the marketing managers, like-
 How they design their digital marketing campaign.

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 What are the major challenges they face.
 What are the plans to improve digital marketing in future.
We are going to design a questionnaire to collect the data from consumers. Some of
questions we are going to add in our questionnaire are –
 How many hours do they use internet daily.
 Which browser do they prefer to use.
 Which e-commerce site they generally use to purchase.
 How many importance they provide to online advertisements.
 How often do they see an ad on a website
 Do they actually buy the advertised products
 What problems they are facing in digital marketing.
 What are their expectations about digital marketing.
6.4. Sampling
We are going to use judgmental sampling for our research because we want to get some
idea about the phenomena not to get the actual idea. A judgmental approach will help us identify
the correct people who are qualified to answer our questions in such manners that will guide is in
a certain direction. We targeted some people in different organizations and some internet users as
our sample from our country to collect data and our sample size is 50.
7. Conclusion
Technological advancement is there to benefit people and they must make the best use of
it. As marketing is a significant aspect of business and economics, if we do not start changing our
traditional methods of marketing, we will get further behind in the competitive global world. If we
are able complete this according to our plans, we hope it will enlighten people about the possible
outcomes of digital marketing. It will be a guideline for traditional marketers to convert to digital
methods. It will also aware them of the challenges that may occur in their ways. Overall, it will be

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our matter of concern that this paper becomes a helpful source of information for marketers and
researchers in the future.
8. References
 Chowdhury, Abu Bakar. 2016. Opportunities and Challenges of Digital Marketing in
Bangladesh. BRAC University, Dhaka.
 Mcclurg, Robert. 2017. DIGITAL MARKETING Is Key to Practice Growth: Making
sense of SEO, PPC, DIY, DID, and social networking. Family Advocate, Vol. 35, No. 3
(Winter 2013), pp. 28-30.
 Ontology in Merriam-Webster (11th
ed.) Springfield. Merriam-Webster.
 Yasmin ,Afrina. Tasneem, Sadia.,Fatema, Kaniz. 2015. Effectiveness of Digital
Marketing in the Challenging Age: An Empirical Study. International Journal of
Management Science and Business Administration. Volume 1, Issue 5, April 2015, Pages
69-80.
 Bax, S., Meyer, K. & Wilkins, N., 2013, Cambridge Marketing Handbook: Digital,
Cambridge Marketing College. Kogan Page Limited, ISBN 9780749470630
 Charles worth, A., 2014, Digital Marketing: A Practical Approach, Second edition, Rout
ledge, ISBN 9780203493717
 Ryan, D., 2014, Understanding Digital Marketing: Marketing Strategies for Engaging the
Digital Generation, Third edition, Kogan Page Ltd., ISBN 9780749471033