PRESENTS
DIGITAL 360 REACHING OUT TO NETIZENS
A BOOKLET FOR
Digital Marketers
KNOWLEDGE PARTNER
CONTENT
03 04 05 06 08 11 12 17
| The partners
| Meet the Speakers
| Introduction to the Digital World
| Redesign Strategy
| Recalculate Impact
| Rebuild Insight
| Rethink Consumers
| Moments from the Workshop
KNOWLEDGE PARTNER
PRESENTS
ICE Business Times
Kaizen CRS
ICE Business Times is a monthly business publication which was established in September 2010. The magazine aims to analyze, interpret and disseminate news of local as well as global financial, commercial and industrial developments to its readers. By making its readers aware of the business climate in Bangladesh, the magazine aims to play a vital role in both the media and business sectors on a global scenario.
Kaizen CRS is a Bangladesh based market research firm that approaches research from the perspective of consultancy. Known as the Kaizeners, we believe in continuous improvement of research through customization that is founded on technical excellence. We specialize in market research, value chain assessment, brand audit, consumer insight generation, brand and market strategy development, and feasibility study. We provide accurate, authentic and affordable research solutions for clients in order to ensure attainable and profitable growth. Kaizen brings together the right people and technology to help you gain valuable insights into your industry, customers, and stakeholders. Kaizen CRS aspires to contribute to the knowledge economy of Bangladesh and in light of that vision, we plan to organize subject specific workshops for young professionals. The first workshop designed by Kaizen CRS is on Digital Marketing and the event was jointly organized by ICE Business Times. The excerpt of the workshop is now being shared in this digital booklet. To know more about, please visit us at www.kaizencrs.com
Organizer of the event
The magazine strives to disseminate economic news and present views and opinions of well-regarded business figures on how existing conditions in Bangladesh can be improved upon. To do so, enlightening them regarding local industry and overseas market growth as well as policy research and advocacy is important. At any time, and in every case unbiased, factual and balanced reporting will be the magazine’s aim and policy as it, along with its readers follow the country’s progress towards prosperity.
Knowledge Partner of the event
A few major clients of Kaizen CRS are:
03 DIGITAL 360 | reaching out to netizens
Muhammad Risalat Siddique
Meet the Speakers
Muhammad Risalat Siddique is the Chairman and Head of Strategy Planning of Analyzen Bangladesh Ltd. and Founding Director of Analyzen Singapore Pte Ltd. His twelve years of experience as a Brand Strategy Professional, which include positions as the Category Head and Senior Brand Manager of Unilever in Bangladesh and Singapore. As a Brand Activist, his roles have allowed him to understand the many aspects of brand planning, advertising, digital marketing, consulting and research required for the development of a brand. After a successful run at Unilever, he joined his family's long time Multi-Disciplinary Consultancy business Kranti Associates Ltd as the CEO of Brand & Marketing Strategy Consultancy Wing. The company is the first ever Asia Pacific ICT Alliance Merit Award winner from Bangladesh for its farmer support product SoilSafe Digital Minilab. He extended his insight of consumer insight from Kranti to Kaizen CRS. As the Director of Kaizen, he has led the company to extensively serve numerous multi-national organizations and local conglomerates with International Universities and Development Organizations, providing consumer insight and market data analytics for tailor-made research solutions. With a passion for brand value, he has become the superhero to many companies. As a co-investor of Analyzen, the first digital marketing firm in Bangladesh; a trait that has bestowed him with the title of Man of Steel in the company. The agency is the first in Bangladesh to have gone global with Analyzen Singapore, serving numerous Multi-national Corporations. Risalat encompasses his go-getter attitude throughout every endeavor with the belief that nothing is impossible.
Ridwan Hafiz
The current need of social media marketing, backed up by the number of social media users increasing exponentially, is becoming a binding part of overall marketing strategy of a company. Back in 2008, Ridwan Hafiz visioned this growing market and wanted to explore this potential opportunity. Even when he had an engineering educational background, Ridwan chose to create Analyzen- the first digital marketing agency in Bangladesh. Analyzen had a humble beginning as a software, web and mobile application development company based in Dhaka, Bangladesh, as a joint initiative of Ridwan Hafiz and his friend and partner, Sumit Saha. Starting up from being just a 4-member team, now in 2016, Analyzen has 60+ social media masterminds and amazing developers. It has become the first local digital marketing agency to go global. It now operates in Singapore and Sri Lanka and will soon move in other regions in Asia. It boasts working with the top-drawer corporate clients like Samsung, Unilever Bangladesh, BATB, Standard Chartered Bangladesh, Golden Harvest, Nestle, Microsoft, Himalaya Herbals Singapore and Philippines, etc. Ridwan Hafiz represented himself and Analyzen in ‘Global Entrepreneurship Summit Marrakech 2014’. He was one of top 12 entrepreneurs who had an exclusive conversation with Honorable Vice President of USA, Joe Biden. His efforts and passion were also recognized at the prestigious Golden Globe Tigers Summit Awards where he won the award for "Digital Marketer of the Year" for 2014.
DIGITAL 360 | reaching out to netizens
04
INTRODUCTION
Redesign Strategy
THE DIGITAL WORLD
Recalculate Impact
VAS IVR
her t O
tion o om Pr
Social Media
Community Management Social Care Social CRM Facebook Instagram Twitter Socia lM YouTube
ed ia
Digital Marketing Mix
Ad Network Direct Buy
M o b ile
05 DIGITAL 360 | reaching out to netizens
Apps & Games
ogy nol ch Te
SMS MMS
AR/VR
Corporate E-Commerce Microsites Blogs Blogs Static Gif Posts, Banners
Con t e n t
Google Adwords
Rethink Consumers
ites ebs W
Content Syndication
PR
Influencer Engagement
Rebuild Insight
Interactive Banners, Video, HTMLS
Video Animation
Installation Custom Devices
Introduction
REDESIGN STRATEGY
Recalculate Impact
Rebuild Insight
Rethink Consumers
REDESIGN STRATEGY With the advent of digital media, the consumer is not only well informed, they are able to access a product or service through many providers. In this context, a company must create a strategy that provides it with a unique identity. The power has shifted to a very well-informed and vocal consumer, one who conducts a majority of research regarding the products even before consideration of purchase. A company must choose the most effective medium in which to reach the consumer; subsequently they must convert the efficacy of their method.
DIGITAL 360 | reaching out to netizens
06
Introduction
Recalculate Impact
REDESIGN STRATEGY
CONNECTED CONSTANTLY- Digital marketing is a mix of many platforms that include social media, websites, mobile and many others. With the frequency of exposure, it is integral that you keep an audience constantly engaged. The social media atmosphere in Bangladesh consist of : • 2 million citizens tweeting • 1.6 million on Instagram • 300,000 on Snapchat Additionally, the duration of time spent online increases, the consumer is bombarded with a much greater volume of data, simultaneously engaging in those materials that captivate their specific interest.
Avg Time in MIN
15 10
12.1
8.12
5.09
2.8
5
1.1
4.5
0
2013
2014
2015
Avg. Gaming Time (MIN)
Avg. Video View (MIN)
Avg. Per view (per Session) 2015
13.2
2014
7.4
2013
3.2 0
2
4
6
07 DIGITAL 360 | reaching out to netizens
8
10
12
14
Rebuild Insight
Rethink Consumers
NARROW IT DOWN- The digital media web allows you to have much greater specifications of the customers that you would like to target. Bangladesh has a whopping 23 million Facebook users and the number is continually growing. There are three specific target groups that can now be targeted in accordance to demographic and psychographic. Specification in target audience has reached a point where it can pinpoint the residence, preferences and financial abilities of the desired consumer. The major target groups in Bangladesh are divided into three major groups : • Ages 15 to 25 with a potential reach of 16,000,000 (the tech savvy youth) • Ages 26 to 50 with a potential reach of 7,000,000 (the proficient professional) • Ages 26 to 50 with a potential reach of 1,100,000 (the harmonizing homemaker)
Introduction
Redesign Strategy
RECALCULATE IMPACT
Rebuild Insight
Rethink Consumers
Simply creating a quality product will not suffice in today’s market. A company must advertise what they are selling in an efficient manner. Measuring efficiency and impact is the backbone of a growing company.
MAKING MEASUREMENTS
The human race has been measuring since ancient history; measuring a company’s success is imperative in order to weight loss and make plans for expansion. Investment in brand awareness must lead to profitable sales conversion and customer retention.
RECALCULATE IMPACT DIGITAL 360 | reaching out to netizens
08
Introduction
Redesign Strategy
RECALCULATE IMPACT
Rebuild Insight
THERE ARE A NUMBER OF REPORTS THAT WILL HELP YOUR COMPANY DEFINE THEIR PROGRESS
09 DIGITAL 360 | reaching out to netizens
Rethink Consumers
Introduction
•
•
•
•
•
Redesign Strategy
RECALCULATE IMPACT
Rebuild Insight
Rethink Consumers
Return on Investment (ROI) reportcalculating the percent gain from any investment, it allows one to measure and compare numerous types of investments to evaluate which one is most beneficial. Campaign Summary- the comparative overview allows one to see the status of your campaign over a period of time; this allows a company to see which campaign have high performance in comparison to others. Monthly Summary Report- this entails a summary of the financial transactions, the starting and end balances, bank transfers, business transaction and more. These reports will provide detailed accounts of the progress of a company and review your performance and challenges. Weekly Comparison Report- in the evolution of a company, every second, minute and hour counts; the comparison report allows a company to witness the trends in sales figures from week to week and in comparison to the years before. Daily Engagement Report- with so much information disseminated, it is not only important to track the number of people viewing a particular content, a company must also measure the duration of which they have remained engaged. The final report allows a company to witness the total amount of viewers and the durations of time that material has captured their attention.
DIGITAL 360 | reaching out to netizens
10
Introduction
Redesign Strategy
Recalculate Impact
REBUILD INSIGHT
TELL TALES
IGNITING IDEAS
Make your vision a reality and remain unique, passionate and innovative towards that vision. In a day an age when individuals are bombarded with thousands of ideas, it is paramount to stand out amongst the sea of information. Creating new ideas entices consumers; there are many methods to one vision, it is about finding the one that is not commonly tread. It simply not a matter of identifying the target, a company must learn to keep them engaged. There are numerous methods through which companies can make lasting connections: • Creating Brand Love- if a company can provide a sense of dependability, intimacy and commitment; they build a space in the consumer’s life. This very space will allow them to creating a long-term relationship. Samsung Mobile created this phenomenon with their previous Eid campaign. They appealed to the NRB population, by allowing them to send individualized recording with a “Samsung Smartphone”. This success of the campaign was evident in the first week of sale, when 11,000 smart phones were sold. • Integrated Digital Campaigns- companies now have the ability to incorporate themselves into more than one channel of media in order to reach the customer in real time; this entails the company to become a presence rather than creating a presence. Closeup have made the love stories of their customer a part of their company during Valentine’s Day. The Closeup Kache Ashar Shahoshi Golpo involved fans sending their love stories to the company. The 3 best stories were made into dramas for the international day of love; the campaign received a whopping 5 million views.
11 DIGITAL 360 | reaching out to netizens
Rethink Consumers
Creating a visual and audio reference makes the content or products have a presence in the audience’s life. Like the movies of the yesteryear celluloid, advertisers now have the platform to not only present a product but leave an impression. This very impression creates a loyal base of consumers. Consumers also have the option of skipping ads; this has led many media companies such as CNN, Conde Nast, iHeart Media and many more to create brand labs that work with the respective brand to create original content. The presentation of a impacting story retains their attention and the company’s presence. • The Dermablend story- the recent Dermablend campaign for corrective cosmetics highlighted the story of many women with various skin conditions. The campaign told heartfelt stories of how the make-up did not cover their condition but helped these women show the world how they really see themselves. Their most successful series in the campaign has received over 20 million views.
CUSTOMER FIRST
REBUILD INSIGHT
Have an online customer care service that responds to clients right away; demonstrating your care is key to maintaining a lasting relationship. Today’s consumer has much greater access to information and can choose between numerous companies for one service; make sure they know your company is the most attentive.
Introduction
Redesign Strategy
Recalculate Impact
CONSUMERS
Rebuild Insight
RETHINK CONSUMERS
As the digital wave takes over, the process through which a customer becomes aware of a product and how they purchase it has drastically changed. Consumers no longer need to go to the store; the stores must be available in their desktops, laptops, tabs and smartphone. The buying process can be accessed through numerous channel catered to the needs of the individual. The consumer purchase has become a multi-step process through which they consider and pursue a product or service.
DIGITAL 360 | reaching out to netizens
12
Introduction
Redesign Strategy
Recalculate Impact
Rebuild Insight
RETHINK CONSUMERS
It is imperative that a company meticulously understand the conversations, the preferences, and the daily activities of their primary customers. Companies can now analyze the specific details of their clients in order to fully comprehend the mannerisms and purchase inclinations of their clients.
13 DIGITAL 360 | reaching out to netizens
Introduction
Redesign Strategy
Recalculate Impact
Rebuild Insight
RETHINK CONSUMERS
WHAT ARE THEY TALKING ABOUT? OUR PASSION POINTS • Cricket • Music • Food
In 2015, people looked up Mustafizur Rahman APJ Abdul Kalam Radhika Apte Taskin Ahmed Ariel Winter Ronda Rousey Sayem Sadat Sunny Leone Mashrafe Mortaza Karishma Tanna
BANGLADESHI FACEBOOK USERS ARE INTERESTED IN (Millions) • Food 9.1M • Travelling 8.8M • Gaming 11.0M • Music 12.0M • Reading 12.0M • Fashion 15.0M • Sports 14.0M • Technology 18.0M
DIGITAL 360 | reaching out to netizens
14
Introduction
Redesign Strategy
Recalculate Impact
Rebuild Insight
RETHINK CONSUMERS
Internet TOP WEBSITES THAT BANGALDESHI Subscription USERS LOG ON TO Google.com 1.1.Mobile Internet Youtube.com 2.2.ISP+PSTN 3. Google.com.bd 3. WiMAX 4. Facebook.com Total 5. Prothom-alo.com
15 DIGITAL 360 | reaching out to netizens
6. Yahoo.com 60.037 M 7.3.770 Bdnews24.com M 8. Kalerkantho.com 0.108 M 9. Blogspot.com 63.915 M 10. Wikipedia.org
Introduction
Redesign Strategy
• • • • • • • • • •
Recalculate Impact
Rebuild Insight
RETHINK CONSUMERS
2015 TOP SEARCHES In FROM BANGLADESH
SSC Result 2015 HSC Result 2015 www.xiclassadmission.gov.bd ICC World Cup 2015 IPL 2015 www.cricbuzz.com Copa America 2015 Bajrangi Bhaijaan NTRCA Prem Ratan Dhan Payo
DIGITAL 360 | reaching out to netizens
16
Moments from the Workshop
17 DIGITAL 360 | reaching out to netizens
DIGITAL 360 | reaching out to netizens
18