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Digital Media Consumption in Bangladesh

• Basic Idea: In Bangladesh, the rapid growth of smartphone usage and affordable internet has led to a surge in digital media consumption,
especially on platforms like Facebook, YouTube, and Instagram.
Marketers must analyze how Bangladeshi audiences consume content (e.g., video trends, memes, and short-form content) to design relevant
campaigns. Example: Bangladeshi e-commerce platforms like Daraz use data from Facebook engagement trends to run flash sales during
events like Daraz 11.11 Campaign, targeting active social media users.
2. Viral Marketing : in Bangladesh, successful viral campaigns often combine local culture, humor, and emotional storytelling. The goal is
to spark conversations and engagement across social platforms. Example: The Grameenphone #InternetForAll campaign used an emotional
video showing how internet access improves lives in rural areas. It went viral on Facebook, generating both engagement and brand loyalty.
3. Marketing Mix Caveats and Design in Bangladeshi Digital Platforms: Bangladeshi brands leverage the 7Ps differently on platforms like
Facebook, Instagram, and LinkedIn to suit the local audience's behavior. - Product: Focus on affordability and accessibility. Price: Discounts
and installment payment options. Place: Social commerce is booming, with Facebook shops and WhatsApp
orders. Promotion: Influencer marketing and targeted ads are widely used. People: Building trust via customer reviews and testimonials.
o Process: COD (Cash on Delivery) is still popular for simplifying purchases. Physical Evidence: Bangladeshi consumers value product
videos and unboxing reviews.Examples: Facebook: Pathao uses Facebook ads targeting urban areas for its ride-
sharing and food delivery services.
4. Options for Offering Digital Products -In Bangladesh, digital products include online courses, mobile apps, and subscription services.
Many businesses target specific needs like upskilling or entertainment. Example: Platforms like 10 Minute School offer digital educational
content, including videos, PDFs, and online tests, helping students and professionals prepare for exams or skill development.
5. Options for Changing the Extended Product -Bangladeshi companies can add value through services like live support, extended
warranties, or loyalty programs to differentiate themselves in the competitive digital market. Example: E-commerce platform Pickaboo
offers after-sales support and extended warranties on gadgets. This extended product feature builds customer trust and loyalty. 6.“Place” in
Digital Marketing
In Bangladesh, “place” in digital marketing often involves e-commerce platforms, social media pages, and mobile apps. Businesses focus on
making products accessible via localized websites and social commerce. Example: Facebook Marketplace: Small businesses in Dhaka, like
online saree shops, use Facebook to list and sell products directly to customers. E-commerce Platforms: Websites like AjkerDeal and
Chaldal ensure fast delivery of groceries and essentials to urban areas. Mobile Apps: bKash has revolutionized mobile payments, making
digital transactions easy and accessible across the country
Relationship Marketing on Digital Platforms
Relationship marketing is a strategy aimed at fostering strong, long-term customer connections rather than focusing solely on short-term
sales. It thrives in the digital age, where platforms allow personalized communication and engagement.
• Key Approaches: Personalized email campaigns. Community building on social platforms. 3.Loyalty programs or exclusive memberships.
• Example: Grameenphone’s MyGP App: Offers exclusive deals for loyal customers,
such as discounts on data packs or entertainment subscriptions, creating an
emotional connection with users.
o Pathao Loyalty Program: Provides benefits like ride discounts for frequent
users, strengthening customer retention through incentives.
2. Email Marketing and Its Need
Email marketing involves using emails to send personalized messages to customers for promotions, product updates, or relationship
building.It allows direct communication with customers.Cost-efficient for small and large-scale campaigns. Drives measurable results via
open rates, click-through rates (CTR), and conversions.Example (Bangladesh):Daraz regularly sends promotional emails during sales
events, such as 11.11 or Black Friday, which include discount codes and product
recommendations based on browsing behavior.Sheba.xyz emails users about exclusive home service deals tailored to their
preferences.
3.WhatsApp for Business Marketing
WhatsApp for Business provides tools like automated greetings, quick replies, and product catalogs to facilitate seamless communication
with customers.Popularity: With widespread use in Bangladesh, WhatsApp ensures
accessibility.Convenience: Customers find it easy to inquire and order via chat. o Automation: Businesses save time through features like
automated
responses.Example: Small online saree shops in Dhaka use WhatsApp Business to share
catalogs, confirm orders, and provide delivery updates. Rokomari, a leading Bangladeshi online bookstore, uses WhatsApp to notify
customers about order status and new releases.

4. Chatbots :Chatbots are AI-driven programs that simulate human conversations, automating tasks such as customer support, order
processing, and lead generation. 24/7 support and faster response times.Reduces customer service costs.Enhances customer experience
through instant solutions. Example (Bangladesh): Banglalink’s Maya AI Chatbot: Handles inquiries about data packages,
billing issues, and value-added services on their website and social media
platforms. Shikho (an ed-tech platform) uses chatbots to assist users with course
queries and subscription help.
6. Online Reputation Management (ORM)
ORM is the process of monitoring and managing a brand’s online presence to ensure a positive perception among consumers. This includes
addressing reviews, social media comments, and customer feedback.
• Steps in ORM: Monitor mentions and reviews. Respond promptly to complaints and inquiries. o Encourage positive reviews to offset
negatives.Example (Bangladesh):Chaldal actively responds to customer reviews on Facebook and Google,
ensuring complaints about deliveries or product quality are resolved. HungryNaki encourages users to leave positive reviews after successful
orders to build trust among new customers.
7. C-Commerce (Conversational Commerce)
Conversational commerce (C-Commerce) refers to using chat interfaces (e.g., WhatsApp, Messenger, or live chat) to guide and complete
customer transactions in real-time.Builds trust through direct communication. o Provides personalized recommendations. o Reduces friction
in the purchasing process.Example (Bangladesh):Facebook Shops: Many Bangladeshi small businesses use Facebook
Messenger to respond to queries, negotiate prices, and confirm orders directly. Bkash Merchant Services: Businesses use bKash for seamless
payments
Chapter 7: 1. User Interface (UI) and User Experience (UX) for bKash and Nagad Apps
• User Interface (UI): The visual layout of an app, including buttons, icons, colors, and typography. A good UI ensures that users can
navigate and interact effortlessly. User Experience (UX): The overall interaction and satisfaction a user derives from using the app,
including functionality, ease of use, and accessibility. Customer Experience (CX): Encompasses the broader journey a customer undergoes
while using the app, including post-interaction services.
bKash App Analysis:
• UI Features:1. A clean and simple interface with vibrant magenta and white colors. 2.Icons for functions like send money, mobile
recharge, and pay bills are easily recognizable and accessible from the home screen. o QR scan prominently placed for ease of transactions.
UX Features: Quick navigation with minimal steps to complete transactions.1. User-friendly tutorials for new users. 2. Integration with
Bangla language makes the app more inclusive. 3.Notifications and transaction summaries enhance user confidence. CX Improvements:
4.Instant support via chatbot and helpline. 5.Offers cashback campaigns that boost customer loyalty.
Nagad App Analysis: UI Features: more colorful interface with orange and white themes.o Menu options are slightly denser compared to
bKash, which can overwhelm new users. UX Features: Simplified registration process with direct integration with mobile numbers. o
Advanced security options such as biometric logins.Additional features like savings and e-commerce payments are accessible
from the app. CX Improvements: Direct merchant payment options make it attractive for businesses. o Occasional cashback promotions.
Aesthetic Analysis of Websites (EBL, The City Bank, BRAC Bank)
Eastern Bank Limited (EBL ) Visual Design: Sleek and modern with a mix of blue and yellow, symbolizing trust and energy. High-quality
imagery and organized content. Strengths: Clearly segmented navigation for personal, SME, and corporate banking. o Mobile-responsive
design with fast loading speed.Weaknesses: Overloaded homepage with promotions, making it less focused. More interactive elements
could be introduced for user engagement.
The City Bank Visual Design: Elegant and professional with a focus on red and white, representing energy
and simplicity. Minimalistic approach with fewer distractions.• Strengths: o Well-structured for corporate users with quick access to
financial tools like calculators. Strong focus on priority banking services. Weaknesses: Limited personalization for individual users. Lacks
interactive chat support on the main page.

BRAC Bank Visual Design: Dynamic design with blue and green tones, reflecting stability and
sustainability. High-resolution banners and icons enhance aesthetics. Strengths: Detailed product descriptions and customer stories to build
trust. o Integration with sustainability goals resonates with younger users. Weaknesses: Can feel text-heavy in some sections, detracting
from visual appeal. o Navigation menus could be more concise.
3. How to Enhance Customer Experience (CX)
Key Strategies for Better CX:Personalization: Offer tailored recommendations based on user behavior. Example: BRAC Bank could send
personalized investment offers based on customer profiles.2.. Omnichannel Integration: Provide consistent experience across web, app, and
physical branches. Example: EBL can integrate live chat support from their app to their websitefor seamless communication. 3.Faster
Response Times: Implement AI-driven chatbots that escalate complex issues to human agents. Example: City Bank could enhance their
online help

Chapter 9
Marketing Communication Using Different Media Channels
Marketing communication involves delivering promotional messages through various media channels to inform, persuade, and engage the
target audience. Key Media Channels in Bangladesh:1. TraditionalMedia:TV,radio,printnewspapers,andoutdoorbillboards.
DigitalMedia:Socialmediaplatforms(Facebook,Instagram,YouTube,TikTok), email, and
websites.3..HybridMedia:Combiningtraditionalanddigitalmethods,suchasQRcodeson print ads or TV commercials directing viewers to
digital platforms.Examples (Bangladesh):TV Ads: Telecom companies like Grameenphone use TV to reach a wide demographic during peak
hours, especially during cricket matches.• Social Media Ads: Fashion brands like Kay Kraft promote collections through Facebook and
Instagram ads with special discount offers. Billboards: bKash uses billboards in Dhaka to highlight its QR payment features, combining a
visual appeal with offline reach.
Integrated Marketing Communication (IMC)
IMC is the strategic integration of various communication tools and media to deliver a consistent brand message across multiple platforms.
Benefits of IMC: Improves brand recall by reinforcing the message through multiple channels. Creates a seamless customer experience.•
Increases ROI by leveraging synergy among platforms.Example (Bangladesh):Daraz: During their 11.11 campaign, they integrate: Social
Media Ads: Facebook and YouTube ads promoting flash sales. Email Marketing: Personalized offers sent to users. Influencer Marketing:
TikTok influencers showcasing product unboxings. o TV Ads: Prime-time commercials to reach offline audiences. Content Marketing (Text,
Graphics, Video, Short Videos, and Reels)
Content marketing involves creating valuable, relevant, and engaging content to attract and retain a target audience, ultimately driving
profitable customer actions.Types of Content: Text Content:Usage: Blogs, case studies, product descriptions, and newsletters. Example:
Sheba.xyz publishes blogs on home services to educate users and drive traffic to their website.
2. Graphics: Usage: Infographics, posters, and carousel ads.Example: Chaldal uses graphics to explain discounts on grocery bundles on
Facebook. Video Content Usage: Tutorials, brand storytelling, and customer testimonials. Example: Shikho uses animated videos to simplify
educational concepts forstudents.4.. Short Videos and Reels:Usage: Short-form videos for TikTok, Instagram Reels, and YouTube Shorts.
Example: Grameen Danone promotes Shokti Yogurt through creative TikTok videos showcasing its health benefits.
Impact of Short Videos and Reels on Modern Marketing Why Short Videos and Reels are Effective: 1..
HigherEngagement:Shortvideosaremoreengagingduetotheirquick,snackable nature2..
WiderReach:AlgorithmsonplatformslikeTikTokandInstagramprioritizeshort videos, helping brands reach larger audiences.
3.ViralPotential:Creativeandrelatablecontentoftengoesviral,amplifyingbrand visibility. 4.Cost-
Effective:Requireslowerproductioncostscomparedtotraditionalads. Examples (Bangladesh): 1.TikTok Campaigns: Fair & Lovely ran TikTok
challenges encouraging users to share transformation stories, boosting brand awareness among younger demographics. 2. Instagram
Reels:Fashion brand Yellow uses Instagram Reels to showcase its collections with trending music, attracting young, fashion-conscious
audiences. 3.YouTube Shorts: Robi Axiata shares 15-second videos explaining new internet packages or customer service updates. How to
Maximize Short Videos in Marketing : 1.FocusonStorytelling:Userelatablenarrativestoconnectemotionallywiththe audience2..
LeverageTrends:Incorporatetrendingsoundsorchallengestoboostvirality.AddClearCallActions(CTAs):Encourageviewerstovisitwebsites,down
load apps, or explore product catalogs.. Consistency:Regularlypostshortvideostokeeptheaudienceengaged.
Conclusion
The convergence of traditional and digital channels, especially through IMC, allows brands to create cohesive campaigns. Content
marketing, particularly with short videos and reels, has transformed modern marketing by emphasizing engagement, storytelling, and visual
appeal. Bangladeshi brands can further enhance their communication by leveraging these tools strategically to cater to a digitally-savvy
audience.