The Revolution of Digital Subcultures in Bangladesh:

Marketing Perspective

Youth for Mind Share Women for Market Share Netizens for Heart Share
 Assignment
On
The Revolution of Digital Subcultures in Bangladesh:
Marketing Perspective

Course Code: MKT-613

Course Title: Advanced Marketing Management

Submitted To
Md. Jahangir Alam
Assistant Professor
Department of Business Administration
Leading University

Submitted By
Group-Vikings
Name ID No
1. Jakia Akther Mitu 2011017012
2. Bably Akther Chowdhury Moury 2011017013
3. Swomik Bhadra 2011017034
4. Fahmida Rahman Taiba 2011017036
5. Aklima Yeasmin 2011017037
6. Shahriar Ahmed Chowdhury 2011017038

Date of Submission: August 26, 2020

 ACKNOWLEDGEMENT

In performing our assignment, I had to take the help and guideline of some
respected persons, who deserve my greatest gratitude. The completion of this
assignment gives me much pleasure. I would also like to expand my deepest
gratitude to all those who have directly and indirectly guided me in
preparing this assignment.

In addition, Special thanks to Our Assistant Professor, Mr. Md. Jahangir

Alam who introduced me to the methodology of work, and whose passion
for the “underlying structures” had lasting effect.
 Table of Content

Contents Page

1. Introduction 1-2

1.1 Objective of the study 2

1.2 Methodology 2
1.3 Limitation 2
2. Overview of Influential Digital Subcultures in Bangladesh 3-21

2.1 Youth: Acquiring the Mind Share 5-6

2.2 Women: Growing the Market Share 7-8

2.3 Netizens: Expanding the Heart Share 8-10

2.4 Influence of Social Networking Sites on Purchase Decision of the 11-14

digital subcultures
2.4.1 Peer Communication and Purchase Decision 11-12
2.4.2 Social Network Groups and Purchase Decision 12

2.4.3 Brand Fan Pages and Purchase Decision 12-13

2.4.4 Paid Advertisement on Social Network and Purchase Decision 13

2.5 How Social Media is Used for Marketing Tool to Target the 14-16
Subcultures
2.6 Economic Benefits of Brand Communication through Social 17-21
Media in Bangladesh
3. Conclusion 22
References 23
 1. Introduction

Bangladesh is a small low-mid-level country. Information and Communication Technologies are

recognized as a powerful tool for socio-economic development. Nowadays technology confines
this world into a small maze. Everything can be found in web. With a large young population
base in a small land area with bay access. Bangladesh is seeing rapid growth in Digital device &
internet users while commodity services are transforming them to serve through Digital. Because
of the digital technology, the marketing ideology is shifting towards digital marketing. But
digital marketing is considered more targeted, measurable and interactive. Digital
marketing is now playing a major role on how brands are exponentially growing in Bangladesh.

Now brands in Bangladesh are researching thoroughly Youth, women, and netizens but typically
as separate customer segments. Their collective strength, especially as the most influential
segments in the digital era, has not quite been explored. The digital economy will continue to
grow with the help of the YWN segment. Social media connections are the key growth areas for
companies now. Giants like Uber, Alibaba are already operating in the market, where startups
like Pathao and Chaldal are reaping the fruit of this digital wave while operating alongside
World-Class tech companies. Even brick and mortar retailers like Aarong now have a solid
digital presence. Together, youth, women, and netizens hold the key to marketing in the digital
economy

So, this study will cover that “from marketing perspective, how the most influential
segments like youth, women, and netizens begun to influence the main stream culture in
Bangladesh:”.

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1.1 Objectives of The Study

The main objective of this study is to analyze and discuss the revolution of digital subcultures in
Bangladesh, from marketing perspective. The other specific objectives are:
 To understand the three influential digital subcultures in context of consumer behavior
 To know how different subcultures, affect buying behavior in Bangladesh
 Explaining them for marketing decision making.

1.2 Methodology

This study is mainly based on secondary data. Secondary data and information have been
gathered from Internet browsing, Books, Journals, Research paper etc. Primary data and
information also have collected through using observation and taking other respected person
opinion.

1.3 Limitation

The major limitation factor for this report is that information from different sources were quite
inconsistent which created some problems in making the assignment & compelled us to verify
the information diligently. The time limit was also a fact because at the same time we are doing
our other assignments. So, it was quite hard to keep everything at a run.

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 2. Overview of Influential Digital Subcultures in Bangladesh

The growing importance of subcultures in marketing has emerged as consumers are increasingly
choosing brands based on what is acceptable within their subculture. As such, organisations must
know how to attract subcultures using marketing strategies to build trust, acknowledge
subculture value or practice equitable policies on top of traditional factors, such as quality and
price. This needs to be communicated effectively to the subculture group as well. For businesses,
the shift in web consumerism and accompanying rise in social media brings both opportunity and
responsibility. The sheer amount of data that customers make available through social media
alone has web marketers jumping for joy. Bangladesh has laid down an exemplary digital
foundation and is striving to prepare its citizens for the digital future.

When it comes to brand advocacy in the digital world, not all customers are created equal. Some
segments rely on their own personal preferences and what they hear from advertising. For
increased probability of getting advocacy, marketers have placed their bets on youth, women,
and netizens (YWN) in Bangladesh. In Bangladesh, 41% of its population are now internet users
where youth are dominating the most; women are not far behind than men , they are educated ,
self-dependant, and make their own decisions, they’re voices often trump men, and finally
netizens are very savvy in connecting with others online while sharing information. So
companies are investing their focus on these three segments so that if they impress them, they
will be the most loyal advocates of their brands. Brand advocacy from quality segments such as
YWN is more valuable than from others. Because YWN have a strong influence on the
mainstream market, brands will reap huge benefits by engaging them.

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2.1 Youth: Acquiring the Mind Share

For marketers, it makes sense to target youth. In Bangladesh young people between the ages of
15-24 years make up nearly 20% of the population and their number will continue to grow. They
are facing all sorts of life challenges to realize their full potential in education and career while
managing social dynamics among their peers. Marketers are identifying and solving these
challenges. The goal is to be relevant to young people’s lives and therefore to gain access to their
growing wallets. Even marketers whose products and services do not primarily aim at young
customers pursue this lucrative market. The objective is to influence their minds early in their
lives, even if it is still not profitable to do so currently. Today’s young people, in the near future,
will be the primary and probably the most profitable customers. Moreover, targeting youth is the
most exciting thing that marketers do. Marketing to them always involves either cool
advertisements, trendy digital content, celebrity endorsements, or innovative brand activations.
Unlike older segments, youth are so dynamic that it is rarely unproductive to engage them. And
since the demographic size is huge, companies are often willing to spend heavily on this
interesting marketing segment. The youth market is a significant subculture for the marketer. It is
important to marketers not only because it is lucrative, but also because many consumption
patterns held throughout life are formed at this time. The youth, as they start their career in this
age are flaunt with more luxury items.

The role of youth in influencing the rest of the market is immense.

1. They are early adopters: Youth are often accused of being rebellious and anti-
establishment—that is, they love what adults hate. Although some youth are behaving as
accused, most of them are not. The truth is that youth are just not afraid of
experimentation. They try new products and experience new services that older segments
deem too risky. Marketers with newly developed and launched products need them. A
youth-first strategy often has the highest likelihood of success. When the touch screen
mobile phones were first introduced in Bangladesh, the youth-oriented tonality of its
advertising helped create rapid early adoption and eventually mainstream market success.
Similarly, when Netflix, iflix offered its streaming-only service in, its early adopters were
tech-savvy youth.

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2. Youth are trendsetters: Youth are the Now Generation customers who demand
instant everything. When it comes to trends, they are very agile. They follow trends so
fast that marketers often fail to keep up. But the upside is that this allows marketers to
quickly pinpoint trends that will influence the market in the near future. Their tribal
nature means that youth are also very fragmented. Thus, trends that youth follow are
equally fragmented. Certain sports, music, and fashion trends might have cult following
among some youth tribes but might not be relevant for others. Perhaps the only trend that
most youth follow is the movement toward a digital lifestyle. While many youth-
endorsed trends turn out to be short-lived fads due to this fragmentation, some evolving
trends do manage to hit the mainstream. The rise of Salman Muqtadir, Tawhid Afridi
who initially gained fame as a trending YouTube artist followed by millions of youth, is
an example. The entire universe of social media, such as Facebook and Instagram, also
started out as a trend among youth.

3. Youth are game changers: They are often associated with irresponsible and selfish
behaviors. But recent trends show that they are maturing much earlier. This is because
young people respond more quickly to changes happening in the world, such as
globalization and technological advances. Now, they are concerned about what is
happening around them. In fact, they are one of the primary drivers of change in the
world.

We can see this from the growing youth empowerment movements. 10 minute School,
for instance, is a platform where young influencers like Ayman Siddique, Munjarin
Aboni volunteerily helping the entire country to teach education and for four hours to
transform communities in a better way. Ek takar ahar another example which invites
young people to participate in world-changing events that have social impact.. These
movements make volunteering look cool. More importantly, this program raises the
awareness of older generations about the importance of activism and social impact

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These roles—early adopters, trend setters, and game changers—all lead to the conclusion that
youth are the key to mind-share. If brands want to influence the minds of mainstream customers,
convincing youth is the important first step.

2.2 Women: Growing the Market Share

The female market is also a logical one for marketers to pursue. Not only is its size enormous,
the segment profile is also distinctive. Many products, services, and marketing campaigns have
been developed specifically for women. The influence that women have on others is defined by
what they do. To put it simply, the world of women revolves around family and work. The
dilemma they often face is either to choose one alternative or to balance between family and
career. But being more suited to multitasking, women are inherently better managers when it
comes to complex, multifaceted assignments, at home, at work, or both. In general, there are
three roles that women play:

1. Women are information collectors: A man’s path-to-purchase is short and

straightforward, a woman’s resembles a spiral, often going back to previous steps to
collect new information and to reassess whether moving to the next step is the right
choice. Women typically spend hours in stores reviewing quality and comparing prices as
well as hours researching online, while men typically limit their search and go after what
they want as quickly as possible. Not only do women research more, they also converse
more about brands. They seek out the opinions of their friends and family, and they are
open to receiving assistance from others. While men just want to get things done, women
want to find the perfect product, the perfect service, or the perfect solution. For
marketers, the information-collecting nature of women has its benefits. It means that all
marketing communications and customer education efforts are not a waste. Women
actually pay attention to all the information, and they will eventually summarize it for
others. Now brands like swapno, aarong hire female bloggers to promote their products.

2. Women are holistic shoppers: The fact that they experience more touchpoints in their
spiral path-to-purchase means that they are exposed to more factors for consideration.

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 They are more likely to consider everything—functional benefits, emotional benefits,
prices, and the like—before determining the true value of products and services. For
certain household categories, women consider products’ value not only to themselves but
to the entire family. Women also consider and browse for more brands, including less
popular brands that they believe might have more value. Because of this, women are
more confident about their choice when they finally buy. Thus, they are more loyal and
more inclined to recommend their choice to their community.

3. Women are de facto household managers: They deserve the titles of chief financial
officer, purchasing manager, and asset manager of the family. Not only are they the
gatekeepers for most household products, including big-ticket items, women are also the
influencers for other products such as investment and financial services.

The influence of women at home and at work is growing. As information collectors, holistic
shoppers, and household managers, women are the key to win market share in the digital
economy. To access even bigger markets, brands will need to get past women’s comprehensive
decision-making process.

2.3 Netizens: Expanding the Heart Share

Netizens are the people across geographical boundaries who care about and actively work toward
developing the internet for the benefit of the larger world. Netizens are considered to be the true
citizens of democracy because they want to be involved in the development of the internet. They
see the world horizontally, not vertically. The content on the internet is created and shared by the
people and for the people. But they believe in total democracy and not so much in governance.
They embrace openness and sharing with others with no geographical boundaries. There are
66.44 million internet users—41 percent of the nation’s population. Not all of them can be
considered netizens or citizens of the Internet. People who actively contribute to the internet and
do not just consume on the internet best characterize the netizens. Their role in influencing others
is related to their desire to always be connected and to contribute.

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1. Netizens are social connectors: We know that netizens love to connect. They talk to
one another, and information flows as they converse. Under anonymity, they have fewer
risks and therefore are more confident when interacting with others and participating in
online conversations. On the internet, their usernames and avatars are their identities.
There are many ways to socially connect on the internet. The most popular are social
networking services and instant messaging apps such as Facebook, WhatsApp, QQ,
Tumblr, Instagram, and LinkedIn. A relationship on those platforms usually starts as a
one-to-one connection between two individuals who know and trust each other. This
initial connection will lead to a link between the two individuals’ separate networks,
creating a many-to-many connection. From the outside, online communities look like
webs of strangers, but on the inside, they are webs of trusting friends. Since it is a many-
to-many network built on one-to-one relationships, an internet community usually grows
exponentially and becomes one of the strongest forms of community.

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2. Netizens are also expressive evangelists: Not revealing their true identities, internet
users can be very aggressive in expressing their opinions. The negative side of this is the
emergence of cyberbullies, trolls, and haters on the internet. Netizens, unlike internet
users in general, are more likely to be brand evangelists. In the internet world, we know
the f-factors: followers, fans, and friends. When they are passionate about and
emotionally committed to a brand, netizens become the f-factors. They become
evangelists or lovers, as opposed to haters, of the brand. Sometimes dormant, they often
become active when they need to safeguard their favorite brand against cyberbullies,
trolls, and haters. Further, evangelists are also storytellers of the brand who spread the
news about brands to their networks. They tell authentic stories from a customer’s point
of view—a role that advertising can never replace. As netizens who are more high-profile
than other internet users, they yield a huge influence, often having a large number of their
own followers, fans, and friends.

3. Netizens are also content contributors: They are called the internet citizens for a
reason. Like good citizens contributing to their country, they contribute to the
development of the internet. The work of netizens makes life easier for other internet
users. With the use of tags, information on the internet is better organized and quality
content becomes easier for others to search. By “voting” for websites, netizens
recommend quality websites to others. With product ratings and reviews on the internet,
other users can easily discover the best available choice. Independent authors write Web
pages, blogs, and e-books. Independent musicians and moviemakers create commercial
hits by becoming YouTubers and creating content on the video-sharing platform. With

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 new content being created every second, the internet is becoming richer and more useful,
which will benefit users and draw non-users to start using the internet. All these grow the
netizen population as well as the value of the internet.

Growing exponentially on the basis of emotional and mutually beneficial connections,

communities of netizens are the key to expand a brand’s heart share. When it comes to
communal word of mouth, netizens are the best amplifiers. A brand message will flow along
social connections if it receives the netizens’ seal of approval.

2.4 Influence of Social Networking Sites on Purchase Decision of the digital

subcultures:

Social Networking Sites are web-based services that allow individuals to construct a public or
semi-public profile within a bounded system, articulate a list of other users with whom they
share a connection and, view and traverse their list of connections and those made by others
within the system. Social Networking Sites (SNSs) have seen an inorganic growth in quantity
and popularity. Recent studies have revealed that people are using multiple SNSs Platforms.
Consumers nowadays seek peer opinions before making purchase decisions. Some of the
consumers get product information from different social networking groups they belong to.
Curious people also tend to follow the brands they are interested in through liking brand pages.
Paid Advertising also targets prospective consumers.

Purchase decisions through social networking can be influenced by Peer Communication, Social
Networking Groups, Brand Fan Pages and Paid Advertisement. Some studies have been
conducted on Social Media and its positive or negative impact on society and contribution in
education system in Bangladesh. Its impact in Marketing is also covered in other studies.
However, the factors that influence the purchase decision through social network are ignored.
Lets discuss the influence of Peer Communication (PC), Social Networking Groups (SNG),
Brand Fan Pages (FP) and Paid Advertisement (PA) on Purchase Decision of the digital
subcultures.

2.4.1 Peer Communication and Purchase Decision:

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Peer collaborations among teenagers in person emphasizing on products and services were
primarily referred as Peer Communication. However, peer communication in social media
requires interactions about products or services among consumers through internet-enabled
social networks. People can connect with their peers in Social Media by adding them to
their network of friends, which enables interactions, predominantly among peer groups.
Social media brought changes that are also affecting the consumer decision-making
process and marketing communications. It changes the way consumers and marketers interact.
Peer communication through virtual means has intense influences on purchase decision making
by consumers and, therefore on marketing strategies.

Consumers’ attitude towards goods and services are greatly influenced by their interaction with
peers. It is also noted that there are reference group peers’ influences consumer behaviour. Past
researches showed that peer communication has an intense influence on attitudes toward
advertising, shopping orientations, and purchase decision-making. Consumption related peer
interactions on a regular basis bring robust motivations on social consumption. It is evident that
online peer communication may have an influence on consumer purchase decision

2.4.2 Social Network Groups and Purchase Decision

Social Networking Groups (SNGs) are created to provide smaller networks within the bigger and
more diverse social network services. Often termed as an e-group or community, many Social
Networking Services allow the users to create customized groups where they can post, comment
and read from their common interest. The owners, moderators, or managers of the group can
regulate members’ behaviour within the group and may edit posts in discussion threads if that
violates policy. These groups may have open or close access depending on the intent of the
owner and the nature of the group.

SNGs can be within close peer groups. People from the same educational institutes or offices or
the likes sometimes open these groups to stay connected. However, people sometimes also
subscribe to 3rd party SNGs like Desperately Seeking Dhaka or Traffic Alert. A lot of
conversations of common interest are taking place in these groups which also includes opinions
related to purchasing.

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2.4.3 Brand Fan Pages and Purchase Decision

Facebook launched ‘Fan pages’ in 2007 that enabled subscribers to connect and associate with
business and companies in the same style they interact with the profiles of other Facebook
subscribers.Subscribers of social networking sites can become fans of brands on dedicated fan
pages where they can express their passion about the brand and be united by their common
interest in the brand. The relationship between consumers and brands is partly reflected in brand
fan pages. It also works as an information source and provide social benefits to the fans.
Businesses can create posts comprising stories, photos, videos, or other material in their pages
and fans can then connect with these brands by reacting or commenting on them.

Consumers’ purchase decision is influenced by the interactions on social media by the brands,
especially interactions that occurred in Facebook Page of companies.Consumers not only share
their product experience but also explore other consumers’ product reviews on various platforms
including sellers’ web sites, brand community, independent web sites, and consumer blogs.

The contribution of companies’ fan pages is significant towards achieving sales and it has been
accepted widely as marketing communication channel.

2.4.4 Paid Advertisement on Social Network and Purchase Decision:

Social Network Advertising refers to online advertising that uses social network platforms, such
as Facebook, Twitter, LinkedIn, Google+, YouTube, Pinterest, Instagram and others to market
their message to a targeted group of people.

It’s very difficult to disregard paid advertising on social network. There are 2.5 billion social
media users out of 3.2 billion internet users worldwide. Facebook has more than 1.9 billion
unique users per month. Hence, it is imperative to include social network in most of marketing
communication strategies today. Online advertisement played an important role as a source of
information for the consumers to get relevant product information.The importance of advertising
on social media has grown exponentially.

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Today businesses consider online advertising by default. People share their personal interests in
social media and businesses can use that information to find new customers through interest-
based targeting and advertising on social media. Firms regardless of size are present on
Facebook, Twitter and YouTube and advertising on these platforms increase the chance to reach,
engage and convert customers.

2.5 How Social Media is Used for Marketing Tool to Target the Subcultures:

Social media is designed in a way that people can share everything very quickly. That is why
everyone has chosen social media for their daily communication. These platforms are nowadays
not only confined in personal communications. Users look for their desired products, services or
knowledge in public platforms. Because everyone is sharing everything every minute.

 Suppose, if one posts about an ongoing sale in his Social platforms are easily visible to
the people with whom he is connected. If anyone else finds it interesting he again posts

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 about it & spread it among another group of people. Thus, the announcement gets viral
within a few minutes or maybe a few hours.
 It is also beneficial from the company’s end as well. Because marketing in social
platforms is easy & effective as well as there is a bunch of chances to engage people with
less effort. People watch tons of videos & advertisements on their social media accounts,
mostly on Facebook

 From the advertisements & posts, people tend to approach you. They show interest in
your product or service. That is how you build up a relationship with the consumers.
Like, Digital marketing/ Social media marketing aids buying. When a potential customer
sees your advertisement, 65%-80% of people think of buying & finally 40%-50% of them
end up buying.

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 Total amount of activities that happen in social media in just 60 seconds looks like this.
This is simply mind-boggling & among all those posts about 1/3rd is related to sales,
purchase, promotions, announcements, etc. Previously, people used to go through a lot of
trouble to do so. They had to spend money, effort & time. But there was no way to skip the
process. There is still no way to replace the marketing process for a business. But technology
has made the work easy like never before.

 Modern & fast way of marketing is social media marketing. Using social media will put
your products directly on customer’s visibility. You get an entire pack of opportunities to
build a brand & put thing into the customer’s map.
 It is a very low-cost consuming opportunity to create branding for any business. You
don’t have to put extra investment. If you can click the customer’s need & deliver their
desired product, your business will grow rapidly.

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  The ability to share photos, information, videos in real-time has changed our view of the
way we used to lead our business. Because it gives all the facilities at once & altogether.
 Communicating is very easy with social media. But you have to come up with worthy &
relevant ideas to make a stand. It will influence social media users to convert to potential
customers.

3.4 Economic Benefits of Brand Communication through Social Media in

Bangladesh

Social media has some inherent characteristics which make it different from traditional media
like magazines, newspapers, television, and billboards etc. Social media has become very
popular in recent years. Marketers use social media for business. Companies using social
technologies are getting some business benefits. It does not matter whether the business is small
or large, online or offline. Social media has a great advantage for every business. In Bangladesh
also, companies are using social media for their advertising campaign or selling products online.
The economic benefits of using social media in brand communication or other marketing
activities by companies are as follows:

1. Delivery of standard living: The main intention of marketing is to attract people &
satisfy them with your product & service. It is obvious that when someone wants to buy
any product or service, he wants to upgrade his lifestyle. Or wants to add standard in his
living. So, your constant attempt should be trying to reach up to their standard. Social

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 media marketing has helped to achieve that goal in a simple way. Because you can look
after your followers, customers directly. It will help you to know what your targeted
audiences like or use. It has served customers in various ways. It’s like shopping made
easy. Now people specially women who are busy at home or work don’t have to go to
malls & look around every corner of the building. They can choose & buy from home. It
promotes more buying.

2. Say bye-bye to promotional Cost: Marketing for a business is a costly task. When your
business is unfamiliar it won’t provide you much profit. You have to promote the
business with your own money. You have to make varieties of advertisements. Such as tv
ads, billboards, visiting cards, leaflets, etc. You will have to bear their distribution costs
as well. Even you might need to hire staff to promote your business. But don’t worry.
Your dream business is worth it. Although you can easily minimize the costs by adopting
social media marketing. No need to spend money on any paid advertisements anymore.

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3. Increases International Income: Social media marketing has allowed a lot of people to
expand their business globally in no time. It is a big break for small business industries.
Especially for business people from small developing countries like Bangladesh. When
you grow your business online you can reach a million people across the whole world.
You can advertise your product abroad easily. Whereas physical marketing would take
forever to reach overseas. And it would have cost an arm & a leg as well.
4. Drive customers & sale: Each marketer wants to generate sales & customers. This is the
one & only inherent motive behind all the hard works & planning. Social media is the
biggest platform to generate authentic traffic. In countries like Bangladesh, India.
Pakistan, Nepal, Bhutan, etc. you have even more scope to conquer. Because in these
small economically developing countries, people are always busy trying to better their
lives. Under these circumstances, people use social networking sites to replace tv shows
or radio programs. It became popular for its ease of use as well. People can access it
anywhere, anytime. So, you have higher possibilities to connect more people with this
media. But one thing you have to make sure that you only bring out quality products.

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5. Awareness: You have a great chance to establish your business as an individual brand
through this. When you will be able to promote & prove your business, people will know
you by the name. As we all know the growth of social networks is at speed. This
community will increase by the numbers even more in the future. So, if you can set a
good impression of your business among those people, your business will be endless.
6. Profit: Proper marketing helps your business to attract attention. More attention & traffic
is directly related to the money that you earn. Thus, social media marketing can be very
profitable for any business. And you don’t have to keep spending money on its
betterment. You only need to keep a proper track of your competition & constant
changes. There is an advantage for social media marketers that physical marketers don’t
have. That is social media marketers have the privilege to know about the customers so
accurately. Because everyone is posting about their lifestyles & personal choices every
minute. It assists them to set up the business according to the customer’s needs. Thus,
they can turn their business into a more profitable one.

7. Boundless Audience: Social media is a field that has no chance to decrease its
excitement. It is going to be more & more popular as well as crowded with every passing
day. If you can make your business popular among social sites it will keep growing day
by day. Social media marketing will allow you to reach new audiences with ultimate
accuracy. & when you will meet their desire, they will be loyal to you for good.

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8. Various Sites to explore: There are several ways to market your brand on social media.
There are a lot of platforms to explore. Like Facebook, Youtube, LinkedIn, Tweeter,
Pinterest, etc.
9. Virtual Marketing: By integrating your marketing across multiple online channels you
reach a vast audience. The same goes for offline and online both. However, these days,
people have rich expectations when it comes to your online existence. It can hurt your
company’s image if you do not at least have a Facebook page, website or even a Twitter
account. Building virtual relationships is a key component of gaining followers and
creating a community. It is also a key component in forming leads and turning those leads
to sales.

10. It’s Free: It’s free to create social media profiles and post content. For some businesses,
it is more than enough. The quality of the content may promote its own self. However, if
you’d like to go some extra mile and promote it furthermore, you can consider paid
promotion. You can promote your business on Facebook or any other social networking
sites for any budget.

11. Create Attractive Brand Image: Gaining brand recognition is one of the most important
marketing goals. That’s because customers want to buy from a brand that they know. And
almost all digital marketers have agreed on that, social media advertisements have helped
to increase their sales.

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12. It helps in link building: Social media can have a secret impact on SEO. It helps in link
building indirectly. For example, let’s say that you get 5,000 shares on a blog post
because it has a strong message. Among your followers, some will post similar content
and link back to your original post for authentication. It will help search engines to pick
up your content that has linked as a good post & rank your post higher than your
competition. Many social sites also display tweets in search results. This feature is
relatable for trending issues. Social media can help achieve your business’s goals, but for
that, you need to be creative & honest.

4. Conclusion

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Youth, women, and netizens have long been researched thoroughly by businesses but typically as
separate customer segments. Their collective strength, especially as the most influential
segments in the digital era, has not quite been explored. Youth are early adopters of new
products and technologies. They are also trend setters, yet are fragmented as to the trends they
follow. Ultimately, they are game changers. As information collectors and holistic shoppers,
women are de facto household managers, the chief financial officer, purchase manager, and asset
manager all rolled into one. Finally, netizens are social connectors, as they overwhelmingly
connect, converse, and communicate with their peers. They are also expressive evangelists as
well as content contributors in the online world. Together, youth, women, and netizens hold the
key to marketing in the digital economy in Bangladesh, where people talk about many things
including the issues related to purchasing a product or service. There are many groups in social
network, where people of common interest converge to share the information which also
sometimes related to purchase decision making. Most of the renowned brands today have their
own pages in social network, especially on Facebook, which are being followed by fans of those
brands. However, brand-generated contents have positive influence, but user-generated content
have negative influence on purchase decision. People spend a significant amount of time on
laptops and smart phones these days. Hence, most of the brands try to reach their consumers
through advertisement in social network that leads to conversion. Companies need to be
consistent and active with their social participation to minimize the risks associated with any
adverse publicity. To do so, companies are suggested to appoint executives who will be
responsible for developing and maintaining contents in social media. Businesses should also
align other resources with their social media marketing strategies so that they can ensure the
attention and frequent communication needed to embrace social media effectively.

References

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  https://www.researchgate.net/publication/330400697_The_Emerging_Digital_Cul
ture_of_Bangladesh_Problems_and_Prospects

 https://thefinancialexpress.com.bd/views/the-implications-of-kotlers-marketing-
40-1582902976

 https://datareportal.com/reports/digital-2020-bangaldesh

 https://globaljournals.org/GJMBR_Volume16/6-Digitalized-Marketing-
Environment.pdf

 https://arteficiojr.wixsite.com/website/single-post/2017/11/30/Chapter-3-The-
Influential-Digital-Subcultures

Bibliography

1. MARKETING 4.0 (Moving from Traditional to Digital) by

 Philip Kotler

 Hermawan Kartajaya

 Iwan Setiawan

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