This is the summary of a behavioral targeting article by Kamrul Hassan, Abdul Momen, and Seyama Sultana. It provides an overview of the current condition of online marketing practice in Bangladesh. Also, it examines the role of four major parts of traditional marketing in the context of online marketing. You can get the pdf of the behavioral targeting article here: Online Marketing in Bangladesh: A Descriptive Study in the Context of Some Selected Click and Mortar Businesses.
The world of marketing has changed tremendously after businesses were introduced to the potentials of the internet and internet marketing. For one, online marketing has the ability to reach billions of customers that have high response potential. Marketing on the internet was only introduced about a decade ago, but now it gets more advertising revenue than print, radio or tv.
Online marketing, also known as e-marketing, brings to mind such strategies as article marketing, blog marketing, search engine optimization, e-mail marketing, banner ads and pay per click advertising, among others. A business can only benefit if it includes an internet presence in its marketing mix. Online marketing levels the playing field for small and big competitors.
Attaching Online Marketing into Marketing Mix
A business can use its website to promote its products, but it can also be a product in itself. As a product, a firm’s website contains such aspects as a Question and Answer portion to learn about what their customers want. Indeed, online distribution offers more options nowadays; before, we only read articles and make purchases on websites, but now firms can use RDF, XML, RSS, widgets among others. Choosing from these many options depends on what kinds of products you are selling, what kind of business you are in, what your customers prefer, or what channels you want your products to be visible in.
A website can make a business understand all of its leads and current customers. It should post its web address on physical products, packing slips and invoices where it can be easily seen. Ideally, the posted website should answer the frequently asked questions of your customers and a place where they can purchase, optimizing the landing page of your website.
In addition, online marketers can engage in article publication and distribution, traditionally a part of SEO strategy, but can also be used for branding. By doing so, a firm can uphold the Internet’s main purpose of being a place of free flowing information, and it can also address the millions of visitors that look for new content each time.
This research aims to look at the online marketing efforts of click and mortar firms located in Bangladesh. It lists the following specific objectives:
1. To show the relationship between exercising online marketing and nature of business in different companies;
2. To have an idea about which type of companies are using online marketing
3. To classify the purposes of using Internet among the extent of exercising
online marketing and identify specific online means those are used to
connect with the customers.
This study obtains primary data by conducting a survey towards associates or employees of firms that use the Internet in their marketing mix. Secondary data is obtained from articles, brochures, journals, researches, and literature published internationally. The sample size is 120; half of them represent firms that use online marketing at a limited extent, and the other half represent those from firms using online marketing at a large extent. The study is limited by the small sample size, which may not be enough to fully represent the actual population. Also, non-probability sampling technique was used, and the research was done on a short period of time.
Results and Conclusion
In Bangladesh, online marketing is a relatively new field. A lot of business owners in this country are still unaware that this marketing technique is important and has many wonderful applications.
Some high tax paying businesses in Bangladesh don’t even have a website, while some that have business operations outside the country are only partially using online marketing. Domestic businesses also have limited use of online marketing.
The main reason for this limited use is that many consumers don’t have internet access at all. Having said that, there are several brick and mortar firms in Bangladesh that decided to change into click and mortar firms because they want to gain competitive advantage.
Not all practices in the real world marketing can be used in online marketing, and different strategies should be employed for this type of marketing to be successful online. Most of the firms in Bangladesh who have internet access say they mostly use it to get more information.
To improve the online marketing endeavor in this country, accessibility to high speed internet must be achieved across the nation.