Role of digital marketing in creating brand awareness and affecting consumer buying behavior

Abstract

Having started my career as an intern in one of the country's largest advertising agencies, I was able to see the transformation occurring in the marketing communications arena. With the rise of digital media and the advancement of technology, as well as the changes in modern people's lifestyles, the way to communicate to them was also changing. In line with those changes, the relatively new digital marketing field was gaining enormous momentum and other communication processes were also becoming dependent on it to achieve optimal success for campaigns. And to ensure that optimal success, the company divided the Digital Marketing team in a streamlined manner which placed five categories of resources in the mix to form one large team, consisting of Planners, Account Managers, Copywriters, Graphic Designers & Animators, and last but not the least, Media Buyers. As a member of the Account Management & Client Servicing team, I have looked after one of the prominent FMCG brands in the country, CBL Munchee Bangladesh. While working for this brand, I have experienced first-hand the effect of digital marketing on consumer purchase behavior. CBL Munchee Bangladesh is a flagship biscuit brand of Ceylon Biscuits Limited in Bangladesh. They have around 15 different biscuits for the Bangladeshi market. Now, there are a few challenges of having to promote so many products of one company. Firstly, if you want to promote them digitally, it is better to maintain separate social media brand pages in the digital space for each of them. While this may be the more effective way to ensure the maximum reach of those brands, this is not very budget-friendly, and hence this would not be the ideal route for most of the FMCG brands in Bangladesh. vi So, the companies go for the second option, which is promoting all the brands/products through one single social media page. And this is where it gets really challenging. Given the large volume of advertising messages that the average consumers are exposed to on a daily basis on their news feeds, it is already very difficult to build awareness for one product, let alone 15 products. Hence, this report is about how did we create brand awareness and influence the consumer buying behavior. Here, I have also written about their product, price, place, and promotion strategy in the digital space.