Digital Marketing

Muhammad Ismail Hossain (), Nasrin Akter () and Abureza M. Muzareba ()
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Muhammad Ismail Hossain: Universal College Bangladesh
Nasrin Akter: University of Dhaka
Abureza M. Muzareba: University of Dhaka

Chapter Chapter 11 in Marketing in a Transition Economy, 2024, pp 377-410 from Springer

Abstract: Abstract The cases focus on a few areas of digital marketing—the 360-degree branding, app-based marketing, and content-to-commerce approach with exceptional customer experience. The issues of digital marketing that are addressed through the cases include identifying or developing a context-sensitive e-commerce model that does not encounter the last-mile problem; ensuring a low return rate; and increasing customers’ adoption rate of mobile applications. The first case is on—Chaldal, one of the leading online grocery shops in Bangladesh. The case highlights how this first-ever pure-click online grocery service of the country survived and grew over time through a context-sensitive digital marketing model that evolved over time. The case particularly shows how the company had to come up with a distinctive digital marketing approach forgoing the ones that made them successful in other markets like the USA and India. The case also highlights how the company resolved even the most difficult contextual last-mile delivery problem. The second case is about an envious 2% product return rate of a company named shajgoj.com, an online beauty product retailer in Bangladesh. Experts believe that beauty industry product return rates range from 5% to 20% globally whereas a Bangladeshi origin online beauty product retailer is enjoying a 2% product return rate. The highlight of this case is it unveils the different innovative digital marketing approaches that shajgoj.com has been adopting which resulted in such an envious return rate. The third case is about an MFS (Mobile Financial Services) brand bKash which became the category descriptor of ‘sending money’ in Bangladesh. The case demonstrates how the 360-degree digital marketing initiatives favored the brand not only to educate customers about MFS but also to win over the market consistently. Why mobile apps became one of the winning cards of bKash in its journey to be the most obvious online payment gateway, is discussed in this case. An insightful narrative is presented on bKash app usability, user experience, efficient onboarding system, and secure and trustworthy transaction system. The case evidenced the positive results of paying attention to integrating digital/app marketing with traditional media marketing while devising strategic marketing planning.

Date: 2024
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DOI: 10.1007/978-981-97-3553-2_11

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