Experts: No alternative to digital marketing for business expansion

Technology is a useful tool, but users should be careful as we are emotionally divided because of technology.
Digital marketing has created a huge opportunity for manufacturers to reach customers online any time and anywhere in the world.

Apart form selling and promoting products, the online marketing leads to brand imagination, according to marketing experts from home and abroad that participated in a daylong seminar held at Le Méridien hotel in the capital on Saturday.

Bangladesh Brand Forum (BBF) organised the seminar in association With The Daily Star.

The theme of the event is – Branding in Digital Age – aiming to inspire CXOs (corporate executives), heads of marketing, brand managers, agency heads, operation heads, digital marketing department and leaders of Bangladesh, and to get them on board the digital transition that is likely to change the country in a positive manner.

“We have learned a lot from each failure as we are struggling. Our vision is to set up innovation centre in each city of Bangladesh,” said Shariful Islam, founder and managing director, Bangladesh Brand Forum, in his opening remarks.

World Marketing Association president Hermawan Kartajaya, also co-founder of Asia Marketing Federation, presented his keynote paper on digital marketing.

Hermawan said marketing is moving fast from traditional to digital. In the global changing situation, none can avoid technology as things are changing with technology.

“To become an online friend you have to understand human spirit. Technology is a useful tool, but users should be careful as we are emotionally divided because of technology.”

The next keynote session was from Debabrata Mukherjee, vice president (Marketing), Coca-Cola India & South West Asia.

In his keynote speech, Debabrata said now anyone can do the marketing of products using digital marketing tools five times a day, which was possible to advertise through TV commercial six times a month only for 30 seconds. So, publicity or campaigning system are changing rapidly through digital marketing.

A panel discussion on “Traditional to Digital: The organisational Perspective” was held on the next segment of the seminar.

Kazi Mahboob Hassan, senior director and head of transformation, Grameenphone, and Munwar Misbah Moin, group director, Rahimafrooz, participated in the session while Prof Syed Saad Andaleeb, vice-chancellor, BRAC University, moderated the session.

Kazi Mahboob Hassan said smartphone is the key i-con of digitalisation. The demand of telecommunication is changing quickly.

The senior management of telecommunication company has to guide the team as we trust employees for their best business practice, said Mahboob.

According to Munwar Misbah Moin, two years back, Rahimafrooz undertook its journey using technology which operated their 3,000 employees across the country earlier following traditional method.


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