The Use of Digital Marketing Tactics in Bangladesh Market and Its’ Promotional Effectiveness to the Young Customers of Dhaka City

Abstract

The digital marketing tool is revolutionizing the way the business is conducted nowadays and its use is growing and becoming critically important to the success of business organizations and hence become indispensable tool for today’s business. This research study tries to identify the different digital marketing tools that the marketers use in Bangladesh market and to investigate the promotional effectiveness of these tools to young customers of this market. This study is based upon the empirical findings of a quantitative research where primary data is collected by surveying a structured questionnaire. The study points out that the uses of social media, banner ads, text messages, and sponsorships are comparatively high and are more effective to inform, to persuade and to remind customers about firms’ product offerings to the young customers of Bangladesh market. The study extends a direction for new researchers and concludes with suggestions for further research and suggests managers of Bangladesh to focus on using key digital tools to promote firms’ product offerings.