Rise of Digital Marketing: A Paradigm Shift

in Branding

Ahsanullah University of Science & Technology

HUM 1209: Society, Ethics & Technology

Submitted to:

Saida Sultana

Assistant Professor

Department of Arts and Science, AUST

Submitted by:
Ovijit Ovik (20220208064)
Md. Ahsan Aman Roudro (20220208078)
Mohsinur Rahman (20220208109)
Lisanul Alam (20220208118)
Rise of Digital Marketing:

A Paradigm Shift in Branding 2

Table of Contents
Topic Page Number
Chapter 1: Introduction 3

1.1. Statement of the Problem 4

1.2. Objectives of the Study 4
1.3. Significance of the Study 5
1.4. Limitations 5

Chapter 2: Review of Literature 6

Chapter 3: Methodology 9

3.1. Qualitative Research 9

3.2. Data Collection Tool 9
3.3. Sample Size 9
3.4. Study Area 10
3.5. Ethical Consideration 10

Chapter 4: Data analysis – Thematic Analysis 11

Chapter 5: Conclusion 12
Reference 14
Appendix 14
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Chapter 1: Introduction

Digital marketing, also known as online marketing, encompasses the promotion of brands to
connect with potential customers using the internet and various digital channels. This includes
email, social media, web-based advertising, and other forms of digital communication. It allows
businesses to leverage different digital channels, such as social media, pay-per-click, search
engine optimization, and email marketing, to connect with existing customers and individuals
interested in their products, build a brand, provide a great customer experience, and attract
potential customers

Digital marketing helps businesses reach their goals by providing a powerful and cost-effective
way to engage with their target audience. Through digital channels such as social media, search
engines, and email, businesses can increase brand awareness, generate leads, website traffic, and
ultimately increasing sales and revenue. The ability to precisely target and measure the
performance of marketing campaigns allows businesses to optimize their strategies for better
results, making digital marketing an invaluable tool for achieving various business objectives.

However, digital marketers also face negative impressions and challenges. These can include
concerns about the privacy of personal data, the potential for ad fraud, and the saturation of
online advertising, which can lead to a lack of trust and credibility in digital marketing efforts.
Additionally, the rapidly evolving nature of digital technology means that marketers must
constantly adapt and learn new skills to remain effective in their roles. Overcoming these
challenges requires a deep understanding of digital marketing best practices and a commitment
to ethical and customer-centric approaches to engagement and advertising.
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1.1 Statement of the Problem

The study puts an effort to understand the various effects the digital marketing has on
customer behavior, Digital marketing as a catalyst for brand awareness, leveraging social
media platforms building stronger connections with consumers conversion optimization,
establishing trust, building credibility through valuable content. Digital marketing
influences purchasing decisions building emotional connections through digital
campaigns. The perception of different age of people leads to different category of
marketing for different sections. Various challenges faced by small business owners. The
backlashes they face on social platforms. digital marketing has its drawbacks information
overload can lead to consumer fatigue and disengagement if not managed carefully.
Privacy concerns, especially with data collection and targeted advertising, can damage
brand trust if mishandled. Increased competition due to the accessibility of digital
platforms requires brands to continually innovate to stay relevant.

1.2 Objectives of the Study

Main objective
 Maximize brand impact in the digital age through strategic marketing,
incorporating insights from literature to boost visibility, credibility, and customer
engagement.

Sub objectives

 Build Brand Credibility

 Enhance online visibility
 Strengthen customer engagement
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1.3 Significance of the Study

The significance of the study rests in exploring different aspects of digital marketing affecting
peoples needs including the brand also. Digital marketing can influence how a brand is perceived
online. Understanding its impact is crucial for managing and maintaining a positive brand image,
especially in the face of online reviews, social media comments, and other user-generated
content.

It also shows the insights that digital marketing allows brands to reach a global audience, but it's
essential to understand how different cultures and regions respond to various digital marketing
strategies. Researching this impact helps brands tailor their approaches for specific markets,
ensuring relevance and effectiveness.

Furthermore, beyond short-term metrics like sales and engagement, digital marketing can impact
a brand's long-term equity. Studying this impact can help businesses create strategies that not
only drive immediate results but also contribute to building a strong, enduring brand over time.

1.4 Limitations of the study

There are a few limitations to this study that should be mentioned. The data is primarily based on
self-reports, which may or may not be correct. Furthermore, the study's breadth may be limited
by data availability. When researching the implications of disadvantaged communities, ethical
problems arise. To summarize, while the study gives useful insights, its limitations should be
recognized when evaluating its findings.
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Chapter 2: Literature Review

Introduction

With an emphasis on increasing brand visibility and engagement, digital marketing has
completely changed the way that brands communicate with their customers. The main strategies
include influencer partnerships, social media participation, SEO optimization, guest blogging,
referral schemes, and content marketing. By increasing awareness, credibility, and recognition,
these strategies hope to increase client loyalty and increase revenue. It's essential to stay current
with trends, such as video content, if you want to remain competitive in the ever-changing digital
market. Marketers need to adjust their strategies to properly connect with target consumers as
technology advances. Brand-consumer interactions are still being shaped by digital marketing,
offering a variety of channels for companies to get noticed and create long-lasting relationships
with their target market. (Settler, n.d.)

Why Is Digital Marketing So Important to Businesses

Nowadays, brands looking to increase their reach and influence have never-before-seen benefits
from digital marketing. Digital media, as opposed to conventional techniques like newspaper
ads, offer wide reach at no daily recurring costs. By pinpointing their ideal audience and
customizing content for them, marketers can maximize engagement and conversion rates with
precision targeting capabilities. Offline advertising cannot match the flexibility of real-time
tracking and monitoring, which allows for quick campaign alterations that guarantee optimal
performance and ROI evaluation. Additionally, interactive experiences are promoted by digital
media, which helps companies establish a stronger connection with their audience and increase
consumer satisfaction and brand loyalty. Digital marketing's dynamic adaptability enables firms
to quickly adjust their tactics in reaction to market dynamics, resulting in optimal efficacy and
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cost-effectiveness. In order to succeed in today's market, companies must embrace digital marketing.
Digital marketing provides unmatched opportunities for reach, accurate targeting, real-time
optimization, improved interaction, and dynamic adaptability, allowing businesses to

stay ahead of the competition. (Rukhaiyar, June 22, 2022)

The Future of Digital Marketing in Bangladesh

Instant Communication and Better Customer Service: More than half of consumers are
willing to pay more for a better customer experience. -Super office

Social-media The Frontline OF Digital Marketing: 55% of buyers do research via social
media–IBM

With 1.5 billion users worldwide, social media is the primary source of pre-purchase research.
It's essential for digital marketing, which uses PPC, SEO, graphic design, and other strategies to
effectively engage consumers.

Revolving Around Innovation: Success in digital marketing is driven by innovation. While

57% of customers would switch for a better experience, 38% are now more loyal.
Personalization based on user preferences is critical for a competitive edge and retention.

Data driven Marketing: Two-thirds of marketers prefer data-driven judgments over gut
feelings. Campaign efficacy is increased by proper data analysis. To maximize methods for
individualized, customer-focused marketing in Bangladesh, businesses need to hire analytical
professionals and provide training to staff on data collecting and analysis. (JUNAYED, MARCH
24, 2022)
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According to the World Bank, Bangladesh is one of the fastest-growing economies in the world.
Over the past ten years, the economy has grown at an average rate of 6.8% per year. So, while it
is currently the 41st largest economy globally, Bangladesh is expected to reach the 25th spot by
2035. One of the key contributing factors to Bangladesh’s rapid growth is its nationwide drive
for digitalization. Mobile subscriptions have enjoyed impressive growth rates in the country

Opinion: As digital marketing has unparalleled reach and personalization possibilities; it has
completely changed brand awareness. Brands may reach audiences worldwide, regardless of
location, by utilizing channels such as social media, search engines, and display advertising.
Digital marketing's real-time nature facilitates prompt feedback and modifications, hence
augmenting brand resonance and engagement. Additionally, a more customized experience is
ensured by the capacity to modify messaging in response to user behavior and preferences,
strengthening the bond between customers and businesses. Strong analytics tools are another
benefit of digital marketing, allowing companies to assess the success of their campaigns and
adjust their tactics accordingly. But among the many potentials are obstacles like consumer
distrust of online advertising and information overload. Brands need to put authenticity,
transparency, and value delivery front in their digital marketing campaigns to combat this. In
today's digitally-driven world, digital marketing offers brands a dynamic platform to engage with
and attract the attention of their target audience. As a result, the impact of digital marketing on
brand awareness is indisputable.
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Chapter 3: Methodology

3.1 Qualitative Research

Qualitative research is a type of research that aims to gather and analyze non-numerical data to
gain an understanding of individuals, and social reality, including understanding their attitudes,
and beliefs. We conduct interviews to understand entrepreneurs' and small businesses'
experiences, and attitudes regarding the digital marketing industry.

3.2 Data Collection Tool

Data is gathered using semi-structured interviews, where questions are guided by a thematic
framework but not strictly ordered or worded. These interviews are conducted individually with
5 participants to gain insights into how tobacco taxation influences tobacco consumption.
Recordings of the interviews are transcribed and analyzed for further examination.

3.3 Sample Size

The sample size for this study is 5 people. The sample is selected using convenient sampling,
which is appropriate for qualitative research with a semi-structured interview.

Participant No Name Age Occupation

01 Nafis 21 Student/ business owner
02 Ahmed 55 Businessmen
03 Maisha 26 Student
04 Rabeya 40 Housewife
05 Arba 32 Worker
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3.4 Study Area

The research took place at some stores and online interviews in Dhaka. The selection of these stores was
determined by their accessibility and willingness to take part in the study. Also, some samples were taken
from AUST.

3.5 Ethical Consideration

Ensured that spokesperson provide informed consent, and understanding the purpose, and
benefits of the research. Safeguarding their anonymity and confidentiality, and preventing any
potential harm to them. No one was forced for the interview also maintained interviews privacy.
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Chapter 4: Thematic analysis

Several important themes emerge from a thematic examination of how digital marketing affects
brand awareness. First off, digital platforms' accessibility and reach allow brands to interact with
a wide range of audiences worldwide, transcending geographic boundaries. Second, because
digital marketing is real-time, it allows for instant feedback and interaction, which raises brand
awareness and engagement. Thirdly, the capacity to tailor information according to user
preferences strengthens bonds between customers and brands, resulting in a rise in brand loyalty.
Fourthly, precise measurement of campaign effectiveness is made possible by the analytics tools
accessible in digital marketing, which helps with strategic optimization. Finally, in order to
effectively break through the clutter and gain consumers' trust, firms must stress authenticity and
value delivery in their digital marketing campaigns due to issues like information overload and
mistrust. Thematic study, taken as a whole, highlights the complex relationship between digital
marketing and brand recognition, underscoring the significance of strategic adaptability in the
ever-changing digital ecosystem of today.
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Chapter 5: Conclusion
Digital marketing revolutionized how brands engage with audiences, offering numerous benefits
allowing precise targeting, ensuring messages reach the right people at the right time enhancing
brand visibility and customer engagement. Real-time data analytics enable quick campaign
adjustments for optimal performance. Cost-effectiveness compared to traditional marketing is
another advantage, particularly for smaller brands. However, digital marketing has its drawbacks.
Information overload can lead to consumer fatigue and disengagement if not managed carefully.
Privacy concerns especially with data collection and targeted advertising, can damage brand trust
if mishandled. Increased competition due to the accessibility of digital platforms requires brands
to continually innovate to stay relevant. Lastly, the fast-paced nature of digital marketing
demands constant monitoring and adaptation, which can be resource-intensive for some brands.

This is where digital marketing has brought revolution on brand awareness:

Global Reach: By removing geographical restrictions and raising brand exposure outside of local
marketplaces, digital marketing enables businesses to connect with a worldwide audience.

Digital platforms offer precise targeting choices for brands, enabling them to customize their
marketing campaigns to target certain demographics, interests, and behaviors. This approach
improves the efficacy of brand awareness campaigns.

Interactive Engagement: Through a variety of interactive channels, including social media, live
chats, and customized emails, digital marketing allows firms to interact in real-time with their
audience, creating stronger bonds and raising brand awareness.

These are the aspects where are still place to improve:

Information Overload: Due to the deluge of content available online, customers may experience
information overload and disengagement, which makes it difficult for brands to successfully
break through the clutter and grab their attention.
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Digital Noise: As competition grows, the digital arena may become saturated and cluttered,
which makes it harder for businesses to stand out and set themselves apart and impedes efforts to
raise brand awareness.
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Reference
JUNAYED, J. H. (MARCH 24, 2022). THE FUTURE OF DIGITAL MARKETING IN BANGLADESH. Retrieved from
https://digitomark.com/how-is-digital-marketing-shaping-the-future-of-modern-business-in-
bangladesh/

Rukhaiyar, A. (June 22, 2022). Why Is Digital Marketing So Important to Businesses? Retrieved from
https://www.springboard.com/blog/business-and-marketing/digital-marketing-importance/

Settler, A. (n.d.). Impact Of Digital Marketing on Brand Awareness. Retrieved from

www.thetechnostudiouk.com.
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Questionnaire
1. How has digital marketing transformed traditional branding strategies?
2. In what ways has the digital age changed the paradigms of marketing and advertising?
3. What are the major advantages of digital and social media marketing for organizations
practices?
4. What are the limitations and challenges associated with the rapid rise of digital
marketing?
5. How has the rapid pace of digital transformation impacted organizations' marketing
strategies?
6. What are the implications of the rise of digital marketing for consumer behavior and
brand engagement?
7. How has the competition in the digital space impacted traditional marketing approaches?
8. What are the key skills and expertise required for effective digital marketing campaigns?
9. How has the concept of brand awareness and brand engagement evolved in the digital
age?
10. What are the potential risks and concerns associated with the increasing reliance on
digital marketing?
11. How has the rise of digital marketing influenced the marketing strategies of Fast-Moving
Consumer Goods (FMCG) companies?
13.How can organizations adapt and align their product development, marketing, and sales
activities to thrive in the rapidly evolving digital marketing landscape?
12. What different strategies does the business take for different age groups of consumers?
13. Does social marketing impacted the person to buy a product than generic billboard
marketing?