Project Report on

Opportunities and Challenges of Digital

Marketing in Bangladesh
 Opportunities and Challenges of Digital Marketing in
Bangladesh

Submitted to:
Dr. Sarker Rafij Ahmed Ratan
Associate Professor
School of Business and Economics, UIU

Submitted by:
Asma Akter

ID: 111 152 182

Major in Marketing

School of Business and Economics

Date of submission: 26 November, 2024

United International University

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 Letter of transmittal

26 November, 2024
To
Dr. Sarker Rafij Ahmed Ratan
Associate Professor
School of Business and Economics
United International University

Sub: “Opportunities and Challenges of Digital Marketing in Bangladesh”

Dear Sir,

I am truly satisfied in writing you that eventually I am done with the project report on the
topic that you have been preferred, “Opportunities and Challenges of Digital
Marketing in Bangladesh”. I am really blessed for working on such interesting topics
as my project work.
I must bow to your tremendous support all through my project work. I would love to
declare that, this project has been done by me and I did collected all the data’s and use
it only for educational and research purpose, none other that.

Sincerely,

Asma Akter
ID: 111 152 182
BBA Program
School of Business and Economics
United International University

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 Declaration of the student

I, Asma Akter is delighted to declare that the paper entitled, “Opportunities and
Challenges of Digital Marketing in Bangladesh” that I would to submit as my project
report is my own work. Which has been selected as my project work by my honorable
project supervisor Dr. Sarker Rafij Ahmed Ratan, the Associate Professor of Marketing
in the School of Business and Economics-UIU.

Maybe I would be completely unable to complete the task without his support. The
entire paper is done by me and I have not taken anything anyone other than the related
personnel. I accumulated the information from my own knowledge that I earned from
my BBA life time, Google, from another bookish knowledge and obviously from my
project supervisor.

Asma Akter

ID:111-152-182
School of Business and Economics

United International University

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 Acknowledgement

First of my acknowledgement of my report, I would love to express my gratitude to the

Almighty Allah. I would love to express my sincerely gratitude to my fellow classmates
of UIU who support me mentally on throughout the BBA journey for a more than 4
years. My honorable teachers of UIU are so kind to assist me for completion of different
tough courses in different trimester by bothering me that was really remarkable.

I could not but mention the name of my project supervisor, Dr. Sarker Rafij Ahmed
Ratan, sir for his kind support also during he was my class teacher and also as my
project supervisor.

Last but not the least, I would thank my parents for being so patience all though my life.

The project work is solely done by me and I owe it.

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 Abstract

Marketers and business proprietors encounter novel trials and prospects in the era of
digitization. Consumers are progressively confronted with the declarations made by the
enterprise regarding its brand, in addition to the viewpoints expressed by the media,
acquaintances, kinsfolk, colleagues, and other individuals. Digital marketing tools are
being used by marketers and business owners to keep customers updated about the
brand. Digital marketing is the use of electronic media by marketers to promote
products or services into the market. The main purpose of digital marketing is to attract
clients and allow them to interact with the company through digital media.

In this competitive age, knowing your customers isn't enough; marketers must also learn
when, where, and how they respond to marketing communications. Marketers will
require a unified view of customer preferences and expectations across all channels —
the web, social media, mobile, direct mail, point of sale, and so on — to do this.
Marketers can utilize digital marketing to collect and analyze data in order to develop
and anticipate consistent, coordinated customer experiences that help customers go
through the buying cycle. Marketers with deeper knowledge of their customers' habits
and preferences are more likely to engage them in profitable interactions.

This study has described various elements of digital marketing, effectiveness of it and
the challenges and opportunities currently facing digital marketers and the business
owners in Bangladesh.

KEYWORDS

Digital Marketing, Customer Behavior, E-Commerce, Business- customer Relationship,

Career

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List of Figure

Sl. Figure Title Page No.

Figure No. 01: SEO Process
1 24

Figure No. 02: Social Media Plan

2 25

Figure No. 03: How Affiliate Marketing Works

3 26

Figure No. 04: Digital Marketing

4 28

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 Table of Contents
Letter of transmittal .................................................................................................................................... 2
Declaration of the student ........................................................................................................................ 3
Acknowledgement ...................................................................................................................................... 4
Abstract ........................................................................................................................................................ 5
CHAPTER ONE: INTRODUCTION & METHODOLOGY .................................................................... 8

Background ............................................................................................................................................. 9
Objective of the study ............................................................................................................................ 9
Methodology of the study .................................................................................................................... 10
Data Sources ........................................................................................................................................ 10
Limitation of the study.......................................................................................................................... 10
CHAPTER TWO: ..................................................................................................................................... 11

REVIEW OF THE LITERATURE........................................................................................................... 11

Digital Marketing .................................................................................................................................... 12

Industry Analysis ..................................................................................................................................... 12
Technological Factors.............................................................................................................................. 13
Barriers to Entry ...................................................................................................................................... 13
CHAPTER THREE: RESEARCH METHODS AND DISCUSSION ................................................. 14

Opportunities of Digital Marketing in Bangladesh ....................................................................... 26

Digital workforces and new ways of working: .............................................................................. 26
Smarter Creativity: ........................................................................................................................... 28
Technological support ..................................................................................................................... 30
Human Resource Expert ................................................................................................................. 32
Challenges of Digital Marketing ..................................................................................................... 34
Meeting Expectations of Consumers in the Digital Age ............................................................. 36
Finding the Right Marketing Mix to Allocate Budget across channels ..................................... 36
Organizational Structure and Knowledge Sharing ...................................................................... 37
CHAPTER FOUR: ................................................................................................................................... 38

RECOMMENDATION & CONCLUSION.............................................................................................. 38

Recommendations ........................................................................................................................... 39
Conclusion ......................................................................................................................................... 40
References ................................................................................................................................................... 43
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 CHAPTER ONE:
INTRODUCTION & METHODOLOGY

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Background
To sum it up, marketing is the marketing of goods by one or more forms of electronic
media. Digital marketing differs from effective advertising in that it utilizes channels and
methods that allow firms to assess marketing campaigns and evaluate what works and
what hasn't – typically in real time. Digital marketers track things like what is viewed,
how quite often and for how long, sales upgrade kits, what content works and therefore
does not work, and so on. While the Internet is most closely associated with digital
marketing, other channels include mobile text messaging, phone instant messaging,
mobile apps, podcasts, online media, digital television and radio channels, and so on.
Consumers can access information through digital media at any location and at any
time. The proliferation of smartphones media has bestowed upon consumers the ability
to not only depend on the company's assertions regarding their brand, but also on the
opinions of the media, friends, associations, peers, and other influential factors. Digital
marketing is an expansive concept encompassing a diverse array of promotional
instruments employed to engage consumers via digital technologies. Digital marketing
includes a wide range of service, product, and brand marketing methodologies that
primarily utilize the Internet as a means promotional medium.

Objective of the study

This study is an attempt to manage and sum up the literature on online marketing in
order to reveal the research trajectories that will contribute to the language's innovation.

• To describe the Bangladeshi online marketing platform.

• To assess the growth of online marketing.

• To define Bangladesh's online marketing opportunities and challenges.

• To make some conclusions based on the findings of this study.

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Methodology of the study
Indeed, methodology is something of how collected data and information are
accumulated for making an outstanding decision. Typically it tends to get output or
evaluate of a much suitable data collection method for the specific field of study. From
different popular ways, include getting data from interviews, public surveys through both
from online and offline, research information from different publication and also from
historical data of current and previous.

Data Sources
A secondary data source is a location where previously organized and publicized data
can be acquired and utilized. For this study, secondary data was gathered through
university graduates and teachers' research, as well as newspapers, journals, and a
variety of web knowledge sites. I also chatted with a few digital marketing experts who
deal with a wide range of digital components. I also looked at the websites of a few
digital marketing companies to learn more about their approaches, aspects, and jobs.
Various charts were utilized to organize, clarify, and analyze the data and information
gathered. The results of this experiment are presented in both a qualitative and
quantitative manner.

Limitation of the study

The study has the following limitations –

➢ My project journey was only three months long. The time allotted was insufficient
for me to obtain information and finish a deep and fruitful study.
➢ There were insufficient records, publications, and articles linked to this
investigation.
➢ In Bangladesh, shortage of marketing firms, and they are also willing to share the
information required for conducting this analysis.
➢ For the first time, I organized such a study. As a result, one of the main factors
that determined the study's weakness was inexperience.
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 CHAPTER TWO:
REVIEW OF THE LITERATURE

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Digital Marketing

Digital marketing, a term that encompasses marketing activities conducted through

electronic devices, serves as a means for marketing professionals to transmit
promotional messages and assess their impact along the customer journey. In practical
terms, digital marketing predominantly refers to online marketing endeavors that
manifest on various electronic mediums such as computers, smartphones, tablets, and
similar devices. It assumes diverse forms, including those of online videos, display
advertisements, search engine marketing, paid social advertisements, and social media
posts. Comparatively, digital marketing is often juxtaposed with "traditional marketing"
approaches such as magazine advertisements, billboards, and direct mail. Interestingly,
television is commonly grouped under the purview of traditional marketing.

This encompasses not only email, social media, and web-based advertising, but also
text and multimedia messages employed as marketing channels.

In essence, if a marketing campaign involves digital communication, it can be classified

as digital marketing.

Industry Analysis
The domain of digital marketing is a relatively new industry that has undergone
substantial expansion. The emergence of the nation's digital marketplace has led to the
establishment of twenty companies since 2014. In contrast to conventional marketing,
digital marketing encompasses tactics that are specifically crafted to captivate
consumers and foster discussions about brands on different digital platforms.

As digital platforms became increasingly incorporated into marketing plans and

everyday life, and as people increasingly used digital devices instead of visiting physical
shops, digital marketing campaigns have become prevalent, employing combinations of
search engine optimization (SEO), search engine marketing (SEM), content marketing,
influencer marketing, content automation, campaign marketing, data-driven marketing,
e-commerce marketing, social media marketing, social media optimization, e-mail direct
marketing, display advertising, e-books, and optical disks and games have become
commonplace. Digital marketing extends to non-Internet channels that provide digital
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media, such as television, mobile phones (SMS and MMS), callbacks, and on-hold
mobile ringtones. The extension to non-Internet channels differentiates digital marketing
from online marketing.

Technological Factors
Obviously, digital marketing relates to the sound technology that enhances the work
easy. Technology includes internet, electricity, related device etc. Since digital
marketing and its components is strictly involved with the technology, so this factor is
vital for digital marketing. In this connection, the developed countries are playing a
remarkable role in digital marketing area. Besides, underdeveloped countries like
Bangladesh are also doing well in this potential area.

Barriers to Entry
These days are the days of technology, so no one can stop the victory of digital
revolution. Different companies pursuing their business using digital mode are their own
competent. They might be their own barrier also. Still, technology itself tends to broaden
the work dimension. So, ultimately the main focus of technology is to make easier the
marketing policy of the certain company.

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 CHAPTER THREE:
RESEARCH METHODS AND
DISCUSSION

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Basic Concept of digital marketing

Definition of digital marketing

In terms of promoting and enabling the act of trading a product or service, marketing is
the oldest human concept of identifying, producing, exchanging requirements and
relationships between seller and buyer. Because the major causes have been
influenced by a few phases such as require comprehension, brand image, and
furthermore finishing the sales and purchase component, marketing is a bigger strategy
to communicating with clients that involves selling. This entails a variety of key tasks,
including need identification, product development, client reach and retention, and need
fulfillment. Advertising methods have evolved in the twenty-first century to incorporate
digital forms in which products and brands are designed to influence people's minds and
policy through numerous means chosen by brands. Sales marketing becomes more
shopper-friendly with this digital strategy, and new products are created with the
audience in mind. That 7 C's becomes more useful than 7 P's, which reconfigures the 7
P's in a customer-focused manner. Client, Cost—Cost, Simplicity, Promotion—
Communication, People—Caring, Process—Coordination, Physical Evidence—
Confirmation are all words that come to mind while thinking of a client. With the
industrial revolution, there has been an increase in the demand for quick and effective
marketing, and technological improvements have changed how consumers are
contacted. Many marketers promote their brands through search engines. From the
fourth to the fourth centuries, access to the internet has become the underpinning for a
whole new century in which random things are placed and researched on the internet.
Nonetheless, online marketing is a rapidly expanding market. Digital marketing refers to
the marketing of products, services, or brands using computer media, which
encompasses all electronic or electrical device platforms as well as electronic media.
The use of information to marketing activities in order to improve customer
understanding by matching their performance criteria is what digital marketing is all
about. Digital marketing is a type of online marketing that makes use of the internet and
digital platforms to function on mobile devices and PCs. Electronic marketing is the use
of the internet, mobile devices, social media, search engines, and other techniques to

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contact customers. According to numerous marketing experts, digital marketing is a
completely new enterprise that entails a new way of communicating with clients and
researching how they behave. The main goal is to use various forms of digital media to
strengthen brands. Internet marketing, mobile phones, social media marketing, display
advertising, search engine marketing, email marketing, and practically any other type of
digital media are all included in digital marketing.

For each corporation, it boils down to two factors: Is my target market online right now,
or will they be in the future? Is it a good idea to use digital marketing to promote my
company or brand? The company that responded to the query should, without a doubt,
consider digital marketing. Users can utilize digital technology to study, investigate, and
buy products and services offered on a company's website, both new and old. You must
engage this man in the medium that he prefers if you want to create a relationship with
him. It's debatable whether to answer yes or no to the second question. This is the case
since most people would answer yes to the first question.

How to expand the market

The participants were particularly asked whether the digital marketing boosted firm
opportunities in Bangladesh based on the benefits. Digital marketing, according to 93.0
percent of respondents, has improved company chances in Bangladesh, as seen below.

In response to the issue of how digital marketing is improving business opportunities in

Bangladesh, the following responses were given: Marketers may contact actual targeted
clients using digital marketing, which can assist enhance revenue, brand exposure, lead
generation, and business opportunities. (i) Digital marketing enables marketers to
effectively reach their intended audience, thereby contributing to the improvement of
sales. (ii) By leveraging digital marketing platforms, marketers can effectively engage
customers with their products or services, consequently resulting in a rise in potential
business opportunities. (iii) The implementation of digital marketing facilitates the
measurement of target achievements, allowing marketers to identify the most effective
customers and thereby enhancing business opportunities. (iv) By utilizing digital
marketing platforms, marketers have the ability to access customer feedback. (v) Lastly,

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digital marketing provides businesses with real-time data and access to target
customers, thereby offering valuable insights for business growth.

How to make good use of the digital market

Digital technology presents novel prospects for enterprises, specifically by reducing

significant barriers to entry. The utilization of digital technologies facilitates the
simplification of cross-border e-commerce and engagement in global value chains. By
enhancing the connectivity of small businesses and granting them the ability to partake
in electronic commerce, they can expand their reach on a global scale, including across
international borders, thereby enabling them to compete in specialized markets. As a
result of advancements in mobile technology, individuals are now capable of executing
routine computing and communication tasks. All actions, entities, and processes that
leverage digital technologies to produce, advertise, and deliver value to clients are
referred to as digital marketing in a broad sense. As a result, digital marketing follows a
set of guidelines. One of the most important parts of the necessity for a digital marketing
strategy is financial redundancy. To establish a solid basis for your digital marketing
strategy, consider the following elements.

It is imperative to possess a comprehensive understanding of the individuals comprising

one's clientele. Prior to embarking on a digital expedition, it is necessary to establish
and grasp the target audience and market. In the long term, this could potentially result
in savings of both time and financial resources for the organization. Familiarizing
oneself with the manner in which customers employ, consume, and interact with digital
content can facilitate the development of a digital rapport with said customers. Within
the realm of digital marketing, it is crucial to maintain a frequent and consistent record of
progress. The outcome of digital marketing lies in its ability to enable a more precise
evaluation of outcomes. Essentially, anything that occurs in the online sphere can be
meticulously observed and analyzed, with the results being compared to the objectives
outlined during the initial phase. By promptly identifying key performance indicators
(KPIs), it is possible to gauge and supervise a particular digital campaign. It is feasible
to periodically reassess the KPIs.

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How to use social media

Software and services that enable individuals to engage in commerce, exchange ideas,
communicate, and establish connections with acquaintances are commonly known as
social media. The most commendable aspect of digital marketing, known as social
media marketing, is the manner in which entrepreneurs utilize social media platforms to
advertise and publicize their merchandise or services.. As the importance of information
technology and digital technologies has grown, social media marketing has become
more well-known and effective in advertising techniques.

To engage with two or more individuals, you can utilize text, images, voice, and video.
Most of the time, the purpose of communication determines the type of interaction. New
content must be interacted with as well as existing content must be shared. It's possible
to rate and review items, services, and brands, as well as discuss and debate other
topics. Keeping up with the volume of data generated and shared on the internet has
become practically impossible as a result of the advent of social media. People from all
over the world can discuss their personal interests, hobbies, and experiences, as well
as their professional abilities, through social media platforms.

Data capabilities were built into the majority of social media platforms, allowing
businesses to track the creation, success, and engagement of marketing activities.
Businesses may quickly reach out to their core services, new clients, and current
customers using social media.

Coverage of the digital marketing

The digital customers

A comprehensive comprehension of the digital consumer experience holds immense

importance for the accomplishment of organizations in the era of digital metamorphosis.
Enterprises that embrace digital metamorphosis will possess the ability to promptly
evaluate the advantages and disadvantages and effectuate the necessary modifications
to attain triumph.

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The concept of intriguing celestial beings who reside in their own interconnected,
multidimensional cyber realm is prevalent within today's marketing spheres. They
communicate using their own distinctive language and in a manner that is
incomprehensible to all others. These "digital patrons" are transient apparitions, evading
the grasp of marketers. It is a commonly heard assertion that internet patrons are
distinctive, but is this assertion valid? It is of utmost significance to acknowledge that
digital consumers do not exist.

Men frequently engage in the act of traversing into one's establishment, initiating
communication via telephone, and procuring products from one's catalog on a daily
basis. It is crucial to note that these individuals do not possess any form of deceitful,
forceful, or clandestine tendencies. It has been explicitly communicated to them that
they possess the characteristics of being human. It is worth mentioning that there has
been an extensive history of interpersonal discourse spanning thousands of years.

Disruptive technologies, such as social, mobile, and new technology, are accompanied
by significant changes in digital marketing. Many of the world's most powerful
corporations are embracing digital transformation. It is vital to map and understand the
client experience in order to make changes. Digital transformation is aided by
technological advancements and changes in customer behavior. The system allows
customers to communicate and connect with the company more quickly. In digital
marketing, the customer experience is excellent. In essence, individuals constitute the
most pivotal component of the marketing field. In the realm of the virtual landscape,
comprehending the experiences and activities of clients holds utmost importance. The
advent of digital technology has engendered a transformation in consumer purchasing
behavior due to its ubiquitous, emotive, and empowering nature. A significant number of
customers now employ novel technologies and social media platforms to consistently
customize their digital encounters, thereby signifying the attainment of a collective
digital turning point. The conventional practice of disseminating generic advertising
messages to a wide-ranging market is gradually being replaced by the adoption of
targeted narrowcast marketing, primarily due to the introduction of digital media and the

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proliferation of diversified marketplaces. Consequently, digital marketing endeavors to
foster enduring partnerships with collaborators that are tailored to their specific needs.

Traditional Marketing versus Digital Marketing

Traditional marketing is a well way to advertise. Traditional marketing is a non-digital

tool to promote a corporation's product or services. Digital marketing, on the other hand,
is the presentation of products or services by use of digital services to reach
consumers. The preceding are some comparisons –

Traditional Marketing Digital Marketing

Print, televised, direct mail, and telephone Online advertising, email marketing, photo
marketing are all illustrations marketing. sharing, text messaging, affiliate
marketing, search engine optimization,
and pay per click are all examples
marketing.
There is no audience interaction. Participation of the audience

The consequences are simple to verify. The benefits are relatively simple to
analyze.
Campaigns for advertising are prepared Advertising campaigns are generated in a
over a long period of time. short time.

Method is time - consuming and time- A fairly cheap and quick approach to
consuming. promote products and services

Traditional marketing approaches are If a bank's marketing tactics are

helpful if the organization can meet a wide successful, it just might celebrate hitting a
local audience. precise number of local audiences.
For a long period, one campaign wins. Campaigns can be simply adjusted, and
good innovations can be introduced into

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 any campaign.

Limited user reach due to a dearth of Because of the application of varying

technology advancement customer goods, the consumers has a
longer scope.
It is not reasonable to expose self all year. Exposure is possible all year long.

Unable to go viral Able to go viral

Conversation through one way Conversation through different way

E-Commerce Trends in Bangladesh

Understanding the e-commerce trends in Bangladesh is of utmost importance when

evaluating the prospects and challenges in the field of digital marketing. It has rapidly
emerged as a pivotal component of the Internet landscape. B2B websites used to
occupy a relatively marginal position within the e-commerce landscape of Bangladesh.
However, this scenario has undergone a paradigm shift and current trends suggest a
decline in their prominence within the sector. Numerous Bangladeshi B2B websites
catered to the manufacturing and supply-chain management domains. For international
orders and procurement of Ready-Made Garments (RMG), the Bangladesh Garment
Manufacturers and Exporters Association (BGMEA), alongside several other RMG
companies, have actively embraced B2B e-commerce systems.

Business directories, trade deals, and supplier information are all available on B2B
websites.

The utilization of B2C websites can be observed in the surge and profitability of online-
based meal distribution services such as HungryNaki and FoodPanda. This
development has brought solace to the residents, considering the heavy traffic in areas
like Gulshan and Dhanmondi in Dhaka, especially during mealtime when individuals

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prefer dining out. Additional B2C enterprises comprise Facebook-oriented trade
platforms like Shopr.bd and ShoptoBd, which enable Bangladeshi consumers to make
purchases from renowned online shopping websites in the United States, United
Kingdom, India, and even China, such as Amazon.com, ebay.co.uk, Amazon.in, and
Alibaba. Although the rivalry between local and foreign-supported entrepreneurs is
anticipated to impact the future of the B2C industry, specifically the food distribution
corporation, until now, C2C transactions have formed the backbone of Bangladesh's e-
commerce economy. The top players in this category are Bikroy, Ekhanei, Kaymu, and
ClickBd. With Telenor acquiring CellBazar and Ekhanei.com acquiring the international
market playeOLX, this sector has already undergone transformation. These companies
are made up of individuals and auction-based digital markets, comparable to eBay.

With companies like bdjobs.com, prothomalojobs.com, and jobsA1, employment hunting

has taken off in the B2E sector, notably in the private sector in Bangladesh. Although
internal recruiting and lobbying are popular, positions are advertised on Bdjobs, the
largest and most widely used web recruitment site, as well as a few others, such as
prothom-alojobs.com and jobsA1.

Search Engine Optimization (SEO)

It involves the process of attracting visitors through the search results that are
generated by search engines in a free, organic, editorial, or natural manner. These
visitors can then potentially be converted into customers. SEO offers various options
such as image search, local search, video search, academic search, news search, and

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vertical search engines that cater specifically to your industry.

Figure No. 01: SEO Process

Search engine optimization (SEO) encompasses the integration of both technical and
creative elements necessary to enhance search engine rankings, augment website
traffic, and heighten public recognition. It entails an understanding of how search
engines operate, the inquiries individuals make, the specific search terms or keywords
entered into search engines, and the preferences of their intended audience in terms of
search engines. By modifying the content, HTML, and associated coding of a website,
one can increase its relevance to particular keywords while simultaneously minimizing
barriers to search engines' indexing procedures.

Social Media Marketing

Social media marketing is a method for obtaining traffic or attention through social
networking platforms. Social media marketing is one of the most significant and popular

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digital marketing channels today. It's a software program that lets customers create,
update, and share information on the company's products. According to analysts,
consumers of internet continue to spend more time on social media platforms than any
other sort. Social media marketing networks such as Facebook, Twitter, LinkedIn, and
Google+ are examples. Businesses can use Facebook to promote product and service
events, run promotions that follow Facebook's guidelines, and investigate new
opportunities. Twitter can help businesses increase brand awareness and visibility. This
was the most effective method for increasing the demand for products and services.
Professionals use LinkedIn to get information and share it with others. Professionals
can see and learn more about the company's products by creating a LinkedIn profile.
Google+ is yet another social networking site that outperforms other social media
platforms such as Facebook and Twitter. It's more than a platform; it's also an
authorship tool that links web output to its source. Great social media tactics can help a
company achieve more success in the digital era. A good social media plan is
presented as a model. –

Figure No. 02: Social Media Plan

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Affiliate Marketing

Performance-based marketing affiliate marketing. In this method of marketing, affiliates

get reimbursed for each visitor or subscriber they bring to the company thru advertising
campaigns. The merchant (also known as "retailer" or "brand"), the network, the
publisher (also known as "affiliate"), and the consumer are the 4 main partners in the
industry. The business has been so involved that a second tier of competitors has
emerged, including affiliate management firms, super-affiliates, and specialty third-party
vendors. Affiliate marketing can be accomplished in two ways: a company can offer a
referral program to others or join up to be an affiliate for another company. If a business
chooses to run a referral program, the owner may pay affiliates a commission at each
lead or sale they deliver to the website. The major mission of the company is to discover
affiliates that can enable them to meet possibilities. A company having an e-zine, for
example, can make a good affiliate because its users are hungry for content. As a
result, delivering one's service through a "trustworthy" enterprise can attract prospects
who might otherwise be disregarded.

Figure No. 03: How Affiliate Marketing Works

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Affiliate marketing provides new chances for any corporation, resulting in an increased
site traffic, users, and cash. Affiliates or a local affiliate network can mimic advertising in
a market that is geographical or culturally inaccessible to business owners, giving them
to vastly enhance their sphere of influence. They have the audience's background
knowledge, the capabilities to monitor penetration, and the 'local' knowledge to perfectly
timing and position marketing tactics. Affiliates also get direct access to the audience,
providing them to acquire the most accurate feedback on the business from the people.
This allows affiliates to tailor company marketing plan to their target group and achieve
maximum benefits.

Opportunities of Digital Marketing in Bangladesh

Many organizations are prospering from digital marketing, which gives it an edge that
marketing methods cannot. Businesses can now have a greater influence on how
consumers contact with their brands online thanks to digital marketing. Digital marketing
offers multiple avenues. Some are described farther down–

Digital workforces and new ways of working:

Start-ups have the ability to operate with remarkably compact internal teams, all the
while engaging in competition with established corporations by capitalizing on the
internet and technological advancements to cultivate proposal teams. Personnel are not
confined to a particular organization, but instead engage in endeavors that ignite their
passion and have a significant influence on the final result.

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 Figure No. 04: Digital Marketing

The Internet of Things (IoT):

To improve customer experiences, beacons and oculus technologies were deployed.

The Internet is connecting things and people in previously unimaginable ways, creating
new potential for customer loyalty. When people are too early, they risk ruining
themselves, and when they are too late, they risk losing their place in their industry and
failing miserably. Companies must consider how linked gadgets might deliver added
value and cost savings to consumers.

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Smarter Creativity:
The abundance of resources on how to achieve success on the social web, coupled
with the advancement of technology, has effectively equalized the competitive
landscape for intelligent marketers, or at the very least, that is the prevailing perception.
Given the multitude of businesses that have successfully imitated their predecessors'
achievements, it is imperative to establish a distinctive brand. Consumer and market
awareness, narratives that position a specific selling proposition, and an increase in
visually-oriented marketing strategies are not sustainable. The process of creatively
executing ideas is pivotal for a range of activities, including generating new content,
employing visual marketing techniques, as well as organizing internal information and
communicating with clients or constituents. The cultivation of smarter creativity involves
a systematic approach of generating hypotheses, conducting tests, and refining ideas,
ultimately leading to more profound and productive creative outcomes.

Innovation & Evolution of Services:

The finest marketing investment a firm can make is in its products or services. Even the
strongest social media activities, publicity, or SEO won't help if your product isn't up to
par. An excellent product/service combined with intelligent, original creative is the
starting point for effective digital marketing. The majority of agency personnel appear to
go to extremes. Either they live on the cutting edge of new, to the point where they may
be mutual results for which they have no idea if they will be successful, or they do not
live on the cutting edge of new, to the point where they may be mutual results for which
they have no idea if they will be successful. Alternatively, they appear to be stuck in the
past, relying entirely on what has worked in the past and ignoring new technology and
practices. You'll find the best match for you somewhere in the middle.

Digital Marketers can Kick Start their own Career

More positions in the digital marketing field are expected to be created in the coming
years as more businesses turn to the internet and social media platforms to enhance
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their sales. Bangladesh is promoting itself as a digital outsourcing hub for services
including online advertising, social media, and website design and development. By
taking the appropriate safeguards to train digital media professionals in various digital
marketing capacities, Bangladesh can earn a lot of money. Increased use of the internet
and mobile phones is leading to increased demand for fast-growing e-commerce
businesses. With the introduction of 3G in Bangladesh, the opportunities for digital
marketing have dramatically expanded. According to a poll, employment in digital
marketing has surged to 52 percent in recent years. As independent freelancers, many
digital marketing workers also earn foreign currencies. However, skill is in increasingly
scarce matched to demand. Almost every government has built a digital marketing plan
and is having difficulty finding professionals to execute it.

Digital marketing abilities are in high demand, and the digital skills gap is expected to
widen. The job economy is improving, and businesses are investing more in digital
marketing than ever before. Advertising firms may expect bigger budgets, better
salaries, and more career opportunities in the next years and beyond. The following are
a few advantages of working in digital marketing: There will be more digital jobs than
digital skills to fill them by 2021. This gives students studying digital marketing a
particular competitive advantage, preparing them for a future in which demand exceeds
supply. Graduates were forced into a world of uncertainty, job scarcity, and general
malaise during the ongoing feud in the business sector. It's fantastic to acquire
additional knowledge that can help you future-proof your professional career, increase
steady employment, and even advance your career. Companies still desire valuable
skills, according with new motto, marketers just need to bring them digital.

Many of the world's largest digital behemoths, such as Google, LinkedIn, Microsoft, and
Twitter, offer a variety of job opportunities for digital professionals all around the world.
Many worldwide digital organizations, both large and small, are hiring Bangladeshi
digital media employees and allowing them to work from home. Every local company in
Bangladesh is planning to hire more digital graduates. With so many new possibilities,
digital marketers may be picky about the type of company they want to collaborate with.

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They might take advantage of this choice and investigate which form of firm would best
meet their evaluation requirements.

The demand for digital strong branding is developing across all companies. We all know
what occurs when demand is high in traditional economics: the product's value rises
along with the price. When working in a booming industry with an intensifying scarcity,
digital marketers might consider themselves valuables and negotiate their pay
proportionately. As shown in a recent survey in Bangladesh, digital salaries are climbing
quicker than in the previous four years.

Advertisement marketers, for example, would have to wait for a coveted internship or
undergraduate job to open up in order to get experience and build their own portfolio in
more traditional careers. The digital marketing profession, on the other hand, provides a
plethora of opportunities for students to begin their careers before even setting foot in a
workplace. Anyone who wants to make an impression on potential employers should
focus on building a strong social media presence, gaining their own Twitter followers,
publishing a blog, and participating in important online forums. Taking online exams like
the Google Analytics exam and HubSpot's Inbound Certification certification can help a
digital marketer improve their CV and demonstrate their digital marketing competence.
People have been hired as freelancers after demonstrating their talent and expertise on
social media and other web platforms in a number of instances.

Technological support
Technology is critical in digital marketing. Marketing has been changed by technological
advancements that have made campaigns more personalized and immersive for
consumers while also providing advertisers with more integrated and targeted
ecosystems. And it isn't just the brand-citizen relationship that has deteriorated.
Marketing technology is changing the foundations and systems on which businesses
are built, adding value to procurement and generating revenue.

Because of the rapid advancement of technology, devices, jobs, and even sorts of
social media did not exist 10-15 years ago. What does this mean in terms of digital

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marketing? To keep up with modern technological advancements, businesses must be
open to change and prepared for it when it occurs.

Any promotional campaign will need to include voice search capabilities, which are
already available on Apple, Amazon, and Google devices. More than a quarter of
Americans use a voice-activated speaker to place orders, search for information, or turn
on lights. Digital marketers use this to improve the ordering process and set up websites
to take advantage of voice-activated searches. Virtual Reality (VR) and Augmented
Reality (AR) are more technology based phenomena that are mostly used in e-
commerce. These AR and VR services make shopping more immersive by allowing
users to shop for an item and see how it looks in a room before purchasing it. Visual
search with photographs is another way that is gaining popularity. People may soon be
able to share a photo and receive feedback on it.

A social media post should act as a catalyst for making a purchase. When visitors click
on the post, the price for the item shows, and the user then completes the payment on
another website. Apps like Facebook Messenger, WeChat, and WhatsApp can help
businesses "meet" and discuss a product or service around the world. Firms may
connect with a younger clientele through Snapchat, Instagram, and Facebook stories.
Other digital marketing strategies place a greater emphasis on making advertising more
appealing.

To avoid generic marketing aimed at the general public, businesses will have to become
more creative in their approach. Interactive content that keeps the customer interested
lasts a long time and is less likely to be modified. Quizzes and unique ways of looking at
a series are examples. A one-of-a-kind quiz that can be shared with family and friends
would only help the business receive more notice. Personalizing promotional actions
would also help to boost the product or service's attractiveness. Spending the time to
create email blasts that directly target specific groups is a better investment than
ignoring those that do not.

Relationship marketing with the product or service will be crucial in 2020 and beyond.
Social media will continue to dominate digital marketing because it can increase brand

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awareness and connect businesses with customers like never before. While technology
may bring about future changes, staying on top of trends can help a firm succeed in the
long run. The creation and selection of these solutions are aided by information
technology. In theory, the match stack should work together. This is where the problem
begins. Most IT professionals have no idea what marketing is, and most marketing
managers have no idea what IT is.

In addition, information technology aids in the development and selection of these

solutions. In theory, the match stack should work together. This is where the problem
begins. Most IT experts aren't familiar with marketing, and most marketers aren't
familiar with IT.

IT plays a specific role in a few aspects of marketing, which include:

• SEO. Technical SEO is the process of developing your website with SEO in mind. This
includes things like image optimization to speed up download times, as well as assuring
site reliability and flawless interfaces with social media.

• Marketing automation, which includes aspects like scheduling posts and sending out
emails, as well as tracking and reporting.

• Ensuring that digital assets are phone and have been tested on a variety of devices.

As marketing becomes more online and automated, coordination between IT and digital
marketing becomes increasingly crucial.

Human Resource Expert

Human resource specialists encompass individuals such as a manager in digital
marketing, an expert in social media marketing, and a marketer specializing in search
engines. Individuals who possess a minimum of five years of experience in digital
marketing, along with demonstrable projects showcasing their abilities, will be promptly
recruited. These adept digital marketing professionals are greatly sought after, with
businesses actively pursuing their services. The compensation for such digital
marketing authorities ranges from $100,000 to $1,500,000 per annum. However, this
compensation can vary from $200,000 per year in large organizations to $80,000 per

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year in small enterprises. Digital Marketing Managers hold the responsibility of guiding
the company's digital marketing team and maintaining communication with the Vice
President of Sales. This position is designated for a manager at the intermediate level.
Digital marketing managers are tasked with the integration and optimization of the
diverse facets of digital marketing. They possess the exclusive capability to devise and
implement a sophisticated digital marketing strategy.

Another example is content marketing managers; content marketing managers are in

charge of content marketing. Content marketing includes things like blog management,
sales page copywriting, email communications, drip marketing programs, a little PR,
eBook release, video marketing, and guest blogging. Content marketing managers
report to digital marketing managers or the head/VP of marketing. Content marketing
managers may work alone or as part of a team of authors. Content writers that report to
material marketing managers are often freelancers who work from home or on a part-
time basis to create content. Content marketing managers make between $700,000 and
$1 million per year on average. This position necessitates a minimum of 3-5 years of
experience.

Social media marketing can be categorized into two distinct groups. One of these
groups pertains to the dissemination of owned content through various social media
platforms. This particular task can be accomplished either by the content marketing
manager or by a team member responsible for content marketing. Conversely, paid
social media advertising requires a certain level of expertise. In recent times, advertising
on Facebook, for instance, has become a rather arduous undertaking. Each day, novel
incremental enhancements and targeting solutions are being devised, rendering it
exceedingly difficult for a content marketing or digital marketing manager to remain up-
to-date. Typically, those proficient in the realm of social media marketing earn annual
incomes varying from $400,000 to $800,000 on average.

Finally, if the company is small, the digital marketing manager is in charge of search
engine marketing. It is occasionally outsourced to a digital marketing agency, who will
manage the search engine marketing campaigns for a charge. A specialized SEM
(search engine marketing) specialist, and in certain situations, a search engine
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marketing team, may be required for large companies. The salary range for
professionals in social media marketing is typically between $400,000 and $800,000 per
year. Search engine marketers will report to digital marketing managers. The goal of a
search engine marketer is to achieve the desired number of leads and clicks while
staying within the allocated marketing budget. The task's remaining components are as
follows:

Instead of expending funds on paid search engine marketing, individuals can acquire
organic traffic from Google through the implementation of effective search engine
optimization techniques. The responsibilities of an SEO firm or executive encompass
activities such as conducting keyword research, optimizing user experience, utilizing
Google webmaster tools, facilitating site indexing, overseeing duplicate content, and
engaging in other pertinent SEO endeavors. It is imperative for an SEO professional to
possess a comprehensive understanding of the diverse array of available SEO
methodologies. Moz.com serves as a prominent tool utilized by webmasters and digital
marketers for SEO purposes. There exists a plethora of alternative techniques that can
contribute to the enhancement of search engine performance. Typically, search engine
optimization services do not operate as a standalone team, but rather report to digital
marketing managers. These esteemed search engine optimization experts may receive
compensation in various forms.

Challenges of Digital Marketing

The primary impediment to the expansion of digital marketing in Bangladesh lies in the
realm of infrastructure. The most challenging aspect of constructing digital marketing
entails garnering the participation of all relevant parties within the ecosystem. The
optimal scenario involves the convergence of all stakeholders, including the
government, business entities, advertising agencies, media organizations, and
technology providers, onto a unified platform in order to collectively address all
obstacles and bring the envisioned future into fruition. The ongoing process of digital
transformation is well underway, compelling businesses to strive to maintain a
competitive edge, if not merely keep pace with their rivals. Even within industries that

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have historically been slow to embrace technology, this inclination is accelerating the
progression. Consumers engage with a diverse array of digital channels and devices,
each employing distinct protocols, standards, and interfaces, and they do so in various
manners and for assorted motives. Budgetary concerns and unclear marketing
management responsibilities are the primary issues in the realm of digital marketing,
although they vary depending on the progress of technology on the digital platform.
Moreover, the rapid emergence of digital networks/platforms has presented digital
marketers with a plethora of novel challenges. For instance, digital marketers must
contend with and maintain the functioning of digital marketing networks/platforms,
customer interactions, and network-driven promotions of their products or services.
Furthermore, digital marketers must focus on data mining to expand their means of
acquiring new customer demand by analyzing and receiving feedback on consumer or
target market behavior. Furthermore, digital marketing requires a customer-centric
approach to marketing, which may involve companies exploring novel forms of
consumer behavior, such as utilizing website heat maps to gain a more profound
understanding of the customer journey. Lastly, digital advertisers must recognize the
imperative of acquiring new knowledge in order to develop expertise, given the
constantly evolving nature of the digital market. Identifying reliable and knowledgeable
partners in the field of digital marketing poses a significant challenge. Conversely, the
most pressing obstacle to digitization at present is the theft of data security, which
carries substantial risks of data loss and breaches of privacy. While data mining is
crucial to digital marketing, it also exposes the vulnerability of being hacked by bugs or
malware. In the realm of electronic media, branding is also acknowledged as an
exceedingly arduous challenge. Technological updates frequently alter and
misrepresent brands. The swift reach and transparency of the digital platform can be
perceived as a hazard when customers submit publicly accessible reviews that have the
potential to detrimentally impact a brand's sales growth. In conclusion, the digital
model's challenges encompass the following: (i) the need for companies to maintain
impeccable offerings and preserve a favorable image in the market given the rapid
dissemination of news and messages facilitated by these technologies; (ii) the highly
competitive landscape; (iii) the widespread utilization of online marketing techniques by
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companies of all sizes, making it increasingly difficult to capture customers' attention;
and (iv) customers missing out on significant amounts of pertinent data.

Meeting Expectations of Consumers in the Digital Age

The contemporary, ever-connected cohort will necessitate markedly distinct encounters
from enterprises and institutions, comprising the governmental sector. No individual
desires to endure protracted queues for services any further. They relish the expediency
of being capable of coordinating their complete existence online.

Finding the Right Marketing Mix to Allocate Budget across channels

In previous times, if a company relied on the medium of television for advertising, the
primary factors of utmost importance were the extent of audience coverage and the
frequency of exposure, both of which contributed to an enhanced level of product
familiarity and consequently, increased sales. However, the task of generating and
establishing awareness is no longer a formidable marketing challenge in numerous
instances, thereby leading to the conclusion that augmenting television viewership may
not necessarily result in a commensurate rise in sales figures. During the preliminary
stages of the sales process, such as when conducting analysis and making a choice,
alternative strategies such as employing search techniques and taking into account
customer reviews prove to be more effective. If these aforementioned aspects align with
the needs of the consumer, addressing them would subsequently lead to a surge in
sales. It is in this context that a comprehensive marketing approach would uncover any
redundant expenditures in the current framework along with identifying opportunities for
reallocating resources towards these specific sections of the purchasing funnel.

Creating the various improved user experiences that have a meaningful impact on
individuals necessitates the involvement of individuals. Consequently, the task of
locating and retaining these individuals will become significantly more arduous. The act
of generating interactions with consumers is not only a skill, but also an art. Companies
that engage in captivating and innovative endeavors are sure to attract the most
exceptional personnel. Consequently, organizations that aspire to achieve digital

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success must transform themselves into software firms. In order to effectively navigate
the rapid advancements in marketing, businesses must ensure that they possess the
requisite personnel. This necessitates a combination of streamlined processes and
protocols, along with a prudent approach to recruitment and training.

Organizational Structure and Knowledge Sharing

Many notable corporations established departmental silos with the intention of attaining
uniformity and effectiveness. Regrettably, amidst the contemporary rapid-paced digital
milieu, these silos are linked with ineffectiveness, an absence of adaptability to
prospects, and deficiencies in knowledge. Although the majority of establishments
cannot bear the financial burden of restructuring, there exist techniques for augmenting
the dissemination of information and expediting processes.

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 CHAPTER FOUR:
RECOMMENDATION & CONCLUSION

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Recommendations
Here, we present a myriad of concepts aimed at enhancing the range of digital
marketing and economic alternatives in Bangladesh–

• Bring all stakeholders together on one platform, including government, business,

advertising agencies, media, and technological actors, to fight all problems together in
order to realize the ideal.

• Convene all relevant entities on a unified platform, encompassing government,

commerce, advertising enterprises, media organizations, and technological agents, with
the aim of collectively addressing all challenges in order to achieve the ultimate
objective. • Integrate efficacious digital media curricula into the educational system,
spanning from secondary schooling to tertiary level institutions, by enhancing the
necessary infrastructure to ensure uninhibited access to digital media resources.

• Organizing additional gatherings within the domain of digital media commerce, such as
the Digital Marketing Summit, wherein esteemed speakers specializing in digital
marketing may disseminate their expertise, deliberate upon the most recent
advancements and methodologies, foster ingenuity, and facilitate the attainment of
digital marketing goals.

• The government, in its efforts to educate students nationwide in diverse digital media
competencies, should implement more efficient and proficient management strategies to
ensure that participants acquire the appropriate knowledge and incentives.

• Bringing international payment services providers such as PayPal so that online

business owners and professionals can receive and make international payments easily
and securely

• Introducing global payment service enterprises like PayPal, thereby facilitating the
seamless and protected reception and transmission of international payments for online
entrepreneurs and experts. Establishing cybersecurity corporations endorsed by
governmental authorities, with the aim of safeguarding against the ramifications of
frequency alteration, breaches of privacy, online transactions, computer malware, and
various other challenges that affect a substantial majority of digital corporations.
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• The award program aims to recognize exceptional digital marketing freelancers and
other professionals in the digital media field, with the goal of incentivizing their
involvement in the advancement of economic growth through increased allocation of
funds towards diverse digital marketing channels.

Conclusion
Consequently, the investigation narrowed its focus to four essential research inquiries:
What is the current state of digital marketing in Bangladesh? (ii) What is the current
state of digital marketing in Bangladesh? (ii) What are the merits and drawbacks of
digital marketing in Bangladesh? (iii) What are Finland's digital strategy and expertise?
And (iv) what are the advantages of partnering with Finnish digital service firms for
Bangladeshi digital marketing agencies? To arrive at the study's findings and
conclusions, the researchers employed an empirical quantitative research approach to
conduct a questionnaire survey of 52 digital marketers from various categories, as well
as assess relevant literature.

In summary, the study discovers that, as a result of global trends, digital marketing in
Bangladesh is rapidly increasing and providing a diverse range of alternatives.
Bangladesh, on the other hand, is unable to fully realize the promise of digital marketing
due to a lack of unique planning, knowledge, and ability. As a result, in order to be
successful and effective, Bangladesh requires collective learning opportunities in the
areas of strategy, knowledge, and skill development in the field of digital marketing. The
most important findings and conclusions are listed below.

Social networking is becoming a popular and successful marketing strategy in

Bangladesh. According to the study, 44 percent of companies spend more than half of
their budget on digital marketing. In Bangladesh, social media marketing is the most
popular digital marketing platform or channel, with 98 percent of those asked saying
they utilize it. Marketing includes content marketing, video marketing, SMS marketing,
and email marketing.

Reputation of the company Social media marketing is the most popular paid digital
marketing channel in Bangladesh. Social media is the most popular paid advertising

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platform in Bangladesh, according to poll data, with 74.4 percent of respondents picking
it. Google advertisements, on the other hand, continues to be less popular, with only
23.3 percent of respondents opting for it. In social media, however, 72 percent of
respondents use static data for digital marketing. 38 In Bangladesh, the primary goal of
digital marketing is to increase brand awareness. The primary goal of digital marketing
in Bangladesh is to increase brand awareness, with 44.2 percent of respondents
planning to use it for their products and services. According to 23.3 percent, 18.6
percent, and 13.9 percent of respondents, customer engagement, lead generation, and
product sales are all priority for marketers.

Digital assets in Bangladesh promote digital marketing as a growing trend. According to

the assessment, digital marketing has become considerably more popular in
Bangladesh as a result of the major marketing limits. Companies in Bangladesh are
switching to digital marketing because: I they get quick feedback; (ii) customers can
readily engage; (iii) they can easily target analytic for data-driven decisions; and (iv)
they can reach a diverse audience to expand their market on their own.

Digital marketing has a lot of potential in Bangladesh. According to the survey, which
was viewed by 93.0 percent of those surveyed, digital marketing boosts company
chances in Bangladesh. Bangladesh is concentrating on bettering its digital marketing
strategy. 70% of participants agree that Bangladesh's digital marketing concentration
needs to be properly planned. However, 23% of respondents believe that increasing
competence will help Bangladeshi digital marketing become more effective.

Bangladesh has the potential to be the digital marketing leader in South Asia. As a
result of the Bangladesh government's Digital Bangladesh project, internet penetration
is rapidly increasing, digital scopes are rapidly spreading, and people appear to be
actively interested in digital gadgets. Bangladesh will be dominated by digital marketing
in the not-too-distant future. Bangladesh's geographical location gives it the potential to
become a digital marketing hub in Asia, particularly in South Asian markets. As a result,
Bangladesh must improve its digital skills, knowledge, and expertise in order to
capitalize on the opportunities presented by digital hubs in digital marketing.

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Digital marketing in Bangladesh is impeded by a lack of funding and understanding.
According to the report, the primary challenges in digital marketing in Bangladesh are a
lack of budgetary allocation and a lack of comprehension, with 35 percent of
respondents stating that they have neither. Furthermore, 14 of the Bangladeshi
respondents believe that a lack of adequate strategy and data tracking is the third major
difficulty in digital marketing.

The global digital market, according to the study's findings, has a contextual local
reality. As a result, Bangladeshi digital marketing offers both local and global
opportunities, as well as specific limits. In fact, Bangladesh needs international
collaboration to strengthen strategic capability, talent, and skill development in digital
marketing. Finland, on the other hand, as one of the most technologically sophisticated
countries, has extensive digital marketing experience and knowledge. Bangladesh can
benefit from Finland's experience via sharing, exchanging, and collaborating. However,
it remains to be seen how this collaboration between Finland and Bangladesh will be
accomplished. As a result of the findings, more research on global – local partnership in
digital marketing is needed, with a focus on Finland and Bangladesh.

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Barone, A. 2020. Digital Marketing. Investopedia. Available at:

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