Managing digital marketing communications: a case study on The City Bank Limited digital marketing team

Abstract

This report includes my work at the Brand Communications and Marketing Division of the City Bank Limited during the three months of my internship period. This report has elaborate research on the campaign planning procedure and their capabilities to generate sufficient income for the sustainability of the company. From the start of my internship period on the 4th of February, 2019 to 3rd of May, I have been immersed in tasks that have not only introduced me to the real corporate world, but also broadened my perceptions on how private commercial banks in Bangladesh plan their investments in optimal ways to gain the most of them in terms of revenues and market share. With the growing online literacy rate, the digital marketing industry in Bangladesh is getting matured. With the effort of state minister for ICT, Mr. Mustafa Jabbar been praised for popularizing the use of Bengali language in computer and other digital media. However, we realize that promoting is eventually a numbers amusement: you cannot streamline what you cannot measure, and you cannot quantify without legitimate information following component set up which is the reason advertising reports are so essential. They are our way of verifying whether the strategies we are putting in place are having a positive impact and are means of constantly improvising those strategies. The report initially contains a brief introduction of The City Bank Limited and some of the services it provides. The efficiency of Digital Marketing in CBL is then thoroughly discussed from the way Digital Marketing works to how smartphones have been a dominating factor in the growth of Digital Marketing in Bangladesh. Nevertheless, digital marketing has some flaws like every other industry and some recommendations have been provided at the end. As we know, digital analytics change every day this particular report has been made in a very short time and some of the data provided on the report may not be accurate by the time it is evaluated. In spite of all these, I firmly believe this report has enough reasons to appreciate the effectiveness of digital marketing.