Impact of Digital Marketing as a Tool of Marketing Communication: A Behavioral Perspective on Consumers of Bangladesh

Ahmad Bin Yamin
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Ahmad Bin Yamin: Lecturer, Faculty of Business Administration, Fareast International University, Banani, Dhaka-1213, BANGLADESH

American Journal of Trade and Policy, 2017, vol. 4, issue 3, 117-122

Abstract: This study shows the impact of digital marketing on the behavioral prospects of consumers in Bangladesh. For this study, a sample of Bangladeshi consumers is surveyed to attain their behavioral patterns on digital marketing. Modern-day marketing has been going through a radical change. Fast-moving marketing trends based on the growth and innovation of new technologies and portable communication devices influence customer behavior significantly. A well-designed marketing plan with specific digital marketing tools is the demand in the integrated marketing communication plan for this tech-friendly environment. High-speed internet connectivity brings many young crowds to social media, indicating marketers should be more focused and concentrated on digital marketing tools for effective and efficient targeting of the market and to achieve other organizational goals.

Keywords: Digital Marketing; Marketing Communication; Consumer; Bangladesh (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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