Opportunities and Challenges of Digital Marketing in Bangladesh

Abstract

Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. It is one of the current trends not only in Bangladesh but also all over the world. Consumers and business owners in Bangladesh are facing several new challenges and problems in the digital age. However, there still have some opportunities and strength for using digital marketing such as increasing Smartphone usages, Government Internet promotion, popularity of native advertising, etc. It has been found that marketing strategies are changed to adopt the digital age such as several online-based home delivery (chaldal.com, foodpanda.com, aarong.com, etc) are took place in Business to Consumer. Users are also using digital market places such as Bikroy.com, olx.com, etc. in Consumer to Consumer business type. This study analyses the current status, challenges and opportunities of digital marketing in Bangladesh. Questioners have been developed based on dichotomous, multiple choice, and demographic survey style for collecting data on digital marketing in Bangladesh. Randomly 150 respondents were surveyed for completing that digital marketing survey. It has been found that maximum respondents are male (about 73%), and major respondents are young in age (20 to 40 years) which about 77%. It is good to find that, almost every people are conscious about digital marketing and maximum respondents prefer online marketing which about 79%. Several significant bivariate relationships among collected data has also been found such as occupation and gender, occupation and age category, age category and favorite site of marketing, etc. To reach the sky on digital marketing in Bangladesh, several recommendations are suggested such as the infrastructure should be developed so that digital media resources will be easily available; bringing international payment service providers’ such as PayPal, Visa, etc. Finally it can be concluded that digital marketing brings the greatest advantage for the consumers by allowing them to make comparison among products or services. It is the time to bring all stakeholders including government, business, advertisement agencies, media and technology players under a same platform to promote digital marketing practices in Bangladesh.