Opportunities and challenges of digital marketing in Bangladesh

Abstract

Marketers and the business owners are facing new challenges and opportunities in the digital age. Consumers are now exposed not just to what a company says about its brand, but what the media, friends, relatives, peers, etc., are saying as well. Marketers and the business owners are taking the benefits of digital marketing technologies which allow the consumers to stay updated with the company information. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting consumers and allowing them to interact with the brand through digital media. In this competitive age, it’s not enough to just know the consumers; marketers should also discover when, where and how the consumers are most receptive to marketing message. To do that, marketers need a consolidated view of consumer preferences and expectations across all channels – web, social media, mobile, direct mail, point of sale, etc. Digital marketing allows the marketers to collect and use information to create and anticipate consistent, coordinated consumer experiences that will move consumers along in the buying cycle. The deeper insights marketers have into consumer behavior and preferences, the more likely they are able to engage them in lucrative 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.