Internship Report: Impact of Digital Marketing in Bangladesh A Study On Spectrum Advertising Limited"

INTERNSHIP REPORT
May 18 2019
Impact of Digital Marketing in Bangladesh

A study on Spectrum advertising limited”
“Impact of Digital Marketing in Bangladesh:
A study on Spectrum advertising limited”
Prepared for:
Ms. Jannatul Fardous
Lecturer
Prepared by:
Md. Solaiman khan
ID: 153-035-045
Major in Marketing
Date of submission:
Department of Business Administration

Primeasia University
Letter of Transmittal
19 May 2019
Ms. Jannatul Fardous
Lecturer
School of business
Subject: Submission of Internship report.
Dear Madam,
I am presenting you with this report on “Impact of Digital Marketing in Bangladesh: A study
on Spectrum advertising limited”. This report has been prepared with the intent of completing
the requirement of the internship stage in the BBA program.
I would like to express my gratitude towards my supervisor and all the people who helped me
gather all the necessary information which was vital for this report. I hope the report will uphold
the standards of a well-organized and informed report and properly convey the scenario of digital
marketing and its impact in the country based on my research and my internship experience at
Spectrum advertising limited
I would like to request you to accept my report for further evaluation.
Sincerely,
____________________________
Md. Solaiman khan
ID – 153057045
Acknowledgement
This report has reached its completion due to the joint effort made by many individuals. As such,
I must express my gratitude to everyone involved.
First of all, I would like to thank my supervisor, Ms. Jannatul fardous for the moral support from
the onset and throughout and providing me with the necessary guidance and information needed
to complete this report.
I am also very thankful to Spectrum Advertising limited for letting me do my internship at their
organization. The learning and hands on experience I gained during my time there has allowed
me to have newer and more refined perspectives about the knowledge I had received in my
courses at Primeasia University.
Finally, I would have to thank my friends who also supported me during the preparation of this
report.
Declaration from the Supervisor
I’m very pleased to declare that Md. Solaiman Khan ID 153-035-045, Major in Marketing
Department of Business Administration, School of Business Primeasia University, Banani
Dhaka, was assigned to research and write and internship report on Impact of Digital Marketing
in Bangladesh: A study on Spectrum Advertising Limited. He has reviewed relevant literature
and has survived for three months to collect secondary data. I have supervised him throughout
the preparation on the internship paper. I wish his success in all his future endeavors.
_________________________
Ms. Jannatul fardous
Lecturer
School of business
Declaration from the Intern
I, Md. Solaiman khan ID 153-035-045, Major in marketing, Department of Business

Administration, School of Business, Primeasia University, Banani, Dhaka, hereby declare that
this is the report of Spectrum Advertising Limited on Impact of Digital Marketing in
Bangladesh: A study on spectrum Advertising Limited. Prepared by me after the conclusion of
three-month internship program at the House -6, Road-2, Banani, Dhaka. I worked hard try it my
level best to make it better. I conform that, the report is only prepared for my academy
requirement not for other purpose. I also hope that this report is not submitted anywhere before
me.
______________________
Md. Solaiman Khan
ID: 153-035-045
Major in Marketing
School of Business
Internship Acceptance Letter
23rd January 2019

Md. Solaiman Khan
153-035-045
Subject: Internship Acceptance Letter
Dear Solaiman,
I am pleased to inform you on behalf of Spectrum Advertising Limited that your application for
Internship has been accepted by the Management of Spectrum Advertising Limited, and you
have been selected for the Internship.
This is based on your application dating 16st January 2019 and the interview we had with you on
25th January 2019. The management has expressed a positive response and trusts that you have
one of the best results amongst all the applicants. The terms of Internship have already been
discussed between you and the job description has been send to you.
If you have any doubts or require any information please contact us at Mr. Shohel Rana (Roy)
+8801613044403, +8801714430439 or email us at–[email protected],
________________________
Mr. Sazzad Jahir Arzu
Chairman
Spectrum Advertising Limited
Executive Summary
The following internship report is a reflection of my work at Spectrum Advertising Limited
and my understanding of the digital marketing industry and how it functions.
th th
My internship had started on the 25 January 2019 and ended on 1 March 2019. During
these three months, I was rather treated as a full-time employee at my workplace and gathered
experience that helped me grasp a basic idea on how digital agencies function in Bangladesh.
The report initially contains a brief introduction of Spectrum Advertising Limited and some of
the services it provides. Afterwards, the significance of the study is mentioned along with the
services. The Impact of Digital Marketing in Bangladesh: A study on Spectrum Advertising
Limited is then thoroughly discussed from the way Digital Marketing works to how Smartphones
have been a dominating factor in the growth of Digital Marketing in Bangladesh. Some of the
recent trends of Digital Marketing are then discussed followed by the digital presence of
Telecom Industries in Bangladesh. The report has been integrated with a lot of data tables that
verify the significance of digital marketing in our country. However, like every other industry,
digital marketing has some flaws as well, as a result, some recommendations have been provided
as well.
The report has been made in a very short time and some of the data provided on the report
may not be accurate by the time it is evaluated as we know digital analytics literally change
every day. In spite of all that, I believe this report has enough reasons to appreciate the impact
of digital marketing in Bangladesh.
About Digital Marketing
Digital marketing is a platform where the product or services are campaigned through digital
media and technology.
Most common digital marketing tactic
 SEO (Search Engine Optimization)

 Online advertising
 SMM (Social Media Marketing)
 Email marketing
 Content marketing
 Inbound marketing
 Online PR
The rapid development of new interactive media such as on-line services and the World Wide
Web has taken most consumer marketers by surprise. Many are struggling to ‘‘guesstimate’’ the
likely impact of interactive media on consumer marketing, wondering what they should do and
how they should go about doing it. Those who move forward do so with mixed success. Our
recent analysis of nearly a hundred web sites of Fortune 500 consumer marketing companies
shows that most of MICHAEL ZEISSER is a Principal at opportunity and a serious threat for
marketers today. McKinsey & Company, New York. To address this apparent gap, we have
developed an integrated perspective on leveraging interactive media for marketing, which we
refer to as digital marketing. Our perspective on digital marketing is articulated around four key
issues: for whom does digital marketing represent an important opportunity, what elements
should be included in the digital today’s interactive media marketing applications are uninspiring
and, we would argue, fall far short of the potential of interactive media. Yet there is emerging
evidence that new media represent both a tremendous marketing program.
Topic Page No.
Letter of Transmittal i
Acknowledgement ii
Declaration from the Supervisor iii
Declaration from the Intern iv
Internship Acceptance Letter v
Executive summery vi
About Digital Marketing Vii
Chapter 1 1-3
Introduction
1.1 Objectives of the Study 2
1.2 Specific Objectives 2
1.3 Methodology 2
1.4 Primary Data Sources 3
1.5 Secondary Data Sources 3
1.6 Limitations of the stud 3
Chapter 2 4-16
The Organization
2.1 Spectrum Advertising ltd 5
2.2 Mission& Vision 5
2.3 At a Glance 6
2.4 How they work 7
2.5 Where When How they work 8-9
2.6 Service list 10
2.7 They are Professional yet Personal 11
2.8 They Strategic Consortium 12
2.9 Organizational Chart 13
2.10 Brand They Serve 14
2.11 Company Name Address 15

Chapter 3 16-18
Job Description
3.1 Job Title 17
3.2 Job Responsibility 17
3.3 Experience Share 18
Chapter 4 19-39
Effectiveness of Digital Marketing in Bangladesh
4.1 Digital Marketing Scene in Bangladesh 21-22
4.2 Digital Media Analytics 23
4.3 Recent Trends of Digital Media in Bangladesh 24
4.4 Rise of Digital Mobile Video Advertising 24
4.5 Organizing Facebook Contest 25
4.6 E-commerce Growth 25
4.7 Naive Advertising Taking the Market 26
4.8 Increase in Smart phone penetration 26
4.9 Preference towards Facebook pages over Websites 27
4.10 Other Social Media Platforms emergence in local market 27
4.11 Advantages of Digital Marketing in Bangladesh 28
4.12 Reaching Target Market 28
4.13 Cost Effective 28
4.14 Expandability 29
4.15 Reasons Digital Marketing can overtake Traditional Marketing 29
4.16 Growing activity of Social Networking Sites 29

4.17 Growing Popularity of YouTube Channels 30
4.18 The rising estimation of Digital Media 30-31
4.19 Digital Presence of Telecom Industry in Bangladesh 32-33
4.20 Robi Axiata’s Facebook & YouTube channel Analysis 33-35
4.21 Airtel’s Facebook page & YouTube channel Analysis 35
4.22 Reflection on the telecom industry’s presence on Digital Platforms 37
4.23 Future Prospect Of Digital Marketing In Bangladesh 38-39
Chapter 5 40-41
Findings
Chapter 6 42-44
Conclusion & Recommendation
Reference 45-46
List of Figure Page No
Fig 4.1(i ): Content Genre 22
Fig 4.1 (ii): Service Type 23
Table 4.2(i) Action Specification 24
Fig 4.2 (ii) Peak Traffic 24
Fig 4.5(i): Size of Digital Marketing Industry 31
Fig 4.5 (ii): Proportion of Advertisement Expenses 32
Chapter- 1
Introduction
IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 1

Introduction
Objectives of the Study
The primary objectives of the study are to look for information that leads to the verification of
Impact of Digital Marketing in Bangladesh: A study on Spectrum Advertising limited. The report
includes all likely related topics such as social media communication and marketing of firms
globally and locally in Bangladesh through social media, much emphasis has been given to the
telecom industry as well as comparison of social media with other medium of communication
and companies that are making it big through social media marketing.
Specific Objectives
 Impact the digital marketing has made on BTL.

 To know how digital marketing works.
 Need to identify and clear idea about digital marketing
 Find out the customers problem about digital marketing
Methodology
This report was written based on the information gained from both primary and secondary data.

Primary Data Sources
This report is mainly based on the primary data, which has been collected from observations
through interactions with colleagues and people who directly involved with from Spectrum
Advertising limited.
Secondary Data Sources
• Spectrum Advertising limited Internal Reports •Articles, journals and websites.
Limitations of the study
 While writing this report, I had to come across many limitations. Some of them include:
 Lack of readily available data in terms of digital marketing
 Due to the lack of time I was unable to provide more data to the whole report
 The berth proposal is conducted supported many secondary knowledge that were rather
inefficient or unreliable
 Cyber Crimes are increasing day by day as well as the scams. The rules if cyber security is
still not that secure and that leaves a fear in the mind of the people and leaves internet
marketing vulnerable.
 Training and experience necessary to manage social media to the optimum
 Your digital footprint becomes an excessive amount of to handle – intercommunicate
negative on-line name
 Negative worker influence – internally and outwardly to your business
 Not enough ROI for the quantity of risk and energy
 Not enough data to require the correct steps Associate in nursing follow an optimized
method

Chapter- 2
Organization

Spectrum Advertising ltd.
is an integrated brand activation agency that focus on creating, influencing brand to become
more powerful so that it can establish a strong visual impact to the “Market Mind.”
Spectrum Advertising ltd means clutter - cutting creative concept s in commercial ways, while
establishing a successful relationship not only with our patrons also to rise up the compliance
focusing on social approach.
Their professional marketing technique offer the highest standards of excellence and
effectiveness where service, creativity, reliability, and integrity are the feature of every aspect of
our work. Their agency ensures to provide the optimum service.
Because they believe Service is the heart of our business
Mission& Vision
In their organization they plan for every process to positively impact the base line of business
organizations and their strategies combined with social media campaign to achieve several firm’s
objective.

At a Glance

How they work

Service list
Branding Service Media Adverting Others
 News segments branding  Brochure

 Strategic marketing
 Programs branding  Book fold brochure
consulting
 Program segments branding  Special event brochure
 Event management
 Stationary items  Education event brochure
 Media planning & buying
 Desk calendar  Promotional brochure
 Creative conception
 Wall calendar  Catalogue
 Print production
 Paper waits  Leaflet
 Brand development door
 T-shirt design & printing  Festoons
to door marketing
 Billboards
 Television production
 Sign board
 Interactive marketing
 Digital printing
 Media relation
 Banner designing
 Management consulting
 ID card
 Crisis management
 Letterheads
 Video production
 Money receipt
 Radio production
 Official envelopes
 Interior exterior
 Visiting cards design
 Showroom
 Office
 Home
 Fair stall
 Super shop
 Auditorium

They are Professional yet Personal
They accept task as professionally but give emphasize and provide our best input taking as a
personally. They always perceive the concept that
“They create not for people, They build for their”, because you would do best when you act for
yourself.
They Sense of purpose
Joint effort
A join effort can bring more color at any task whatever is tiny or a big subject. They do best at
together, and bring success. Trust the person next to you.
Munificence
It’s better to well out of something that clutter. Listen with aim, look for the genuineness, and be
confidence about challenge.
Passionate
It’s not our job to complete task. It’s our passion to innovate. Are you prepared to argue the
toss? Well, challenge accepted!
With the process structured, it allows our thinking to stay open to the Unique possibilities
it gives us ways to do something that’s never been done

Organizational Chart

Company Name Address : Spectrum Advertising Limited
Address : Ground Floor, House 6, Road 2, Banani, Dhaka
Incorporation Certificate : C– 1113 0 9 / 13
Trade License VAT No : 03 – 0 0 8 46 4
VAT Area Code TIN No : 19 09 10 15 14 0
TIN No : 2553 3 6 79 78 52
Email : [email protected]
Website : www.spectrumadltd.com
FB Page : fb.com/spectrumadltd

Chapter- 3
Job Description

Job Title: Internship
Job Responsibility
 Business development.
 Keeping track of all the assigned accounts
 Contributing to all the business strategies in accordance with the client’s brief Looking
after all the social media contents
 Community Management on Social Media
 Occasional copywriting
 Generating new leads and analyzing new prospects.
 Maintaining the company’s clients as well as keep the company’s client relationship at a
high standard.
 Communicate with the client service & monitor the projects.
 Carrying out administrative tasks associated with the office.
 To handle client queries quickly and efficiently maintaining high standards of client
correspondence.
 Working with vendors in developing creative, videos.
 Managing “Accounts Team” for Primeasia University, Bashundhara City Developments
Limited, Elite Force, Crescent Footwear, Picasso Restaurant etc.

Experience share
My internship was at Spectrum Advertising limited, working in Digital marketing and related
work. I did three months there and lot of time experiences the sector. During that time there I
was constructing weekly and monthly camping reports for the clients. I also did client queries
quickly and efficiently maintaining high standards of client correspondence. From Spectrum
Advertising limited I learned lots of things in this filed. I also learned how to digital marketing
works practically. I hope that will help me out to work anyplace in future. In this organization
another duty was to develop the business. Find out new clients for the organization communicate
them and fixed the meeting that was my other duty here. So, I believe this worker duty buildup
my networking to the other organization. I really enjoyed my internship here.

Chapter- 4
Effectiveness of digital Marketing in Bangladesh

Effectiveness of Digital Marketing in Bangladesh
The effectiveness of Digital selling depends on heaps of things. From whole communication to
sales growth, all of the opposite factors through that we tend to tend to scale ancient sorts of
selling is wont to trace back to digital marketing as well. To properly measure the total impact of
digital selling we want to clarify however digital selling works, what area unit the scopes and
United Nations agency area unit business references once it comes to Digital Marketing.

Digital Marketing Scene in Bangladesh
The Digital promoting scene in People's Republic of Bangladesh is chop-chop turning

into one in every of the prioritized kinds of promoting among the massive telecoms and
FMCGs. Even though, the traditional form of marketing still dominates the advertising
scene as millions are spent on TV and Print Ads, Digital platforms are also given almost
equal amount of attention. As companies realize that a huge chunk of their consumers
spent most of their time online, therefore, the average amount of capital invested by
companies on this form of marketing will only start to increase.
The content genre in Digital Marketing comes mainly in four forms. An illustration is
shown below:
Fig 4.1(i ): Content Genre
As per the higher than image, the contents in digital promoting typically are available in any of
the four forms mentioned. Static images come in handy and easy to share as it takes less time to
create. We are familiar to static images in the form of infographic or memes. Videos or
animations trigger more consumers as people are more attracted to motion. Even after its high
efficiency, brands do not use video contents as much as static or text owing to the high cost of
production. The text contents offer the minimum appeal and consumers generally want to avoid
the hassle of reading just text. Mobile Apps on the other hand is a content platform where all the
mentioned content type can be provided and help convey the brand communication.

When it comes to services provided by the agencies in our country, they tend to divide them into
certain categories. Some agencies provide 360 solutions whereas there are few who charge on
certain specification of a service.
Fig 4.1 (ii): Service Type
Content being the centre of all forms of communication, therefore agencies spend a lot
of time on this particular sector. On the other hand Media buying helps organization
in strategizing their online content.

Digital Media Analytics
Analytics are a vital tool to live the effectiveness of a digital campaign. Up thus far, brands had
not paid a lot of attention to the analytics of simple campaigns; but, in recent times it's began to
become a vital issue as it allows companies to realize to what extent their campaigns are
successful. From using Google analytics, Facebook analytics to using Popular websites such as
socialbaker.com have allowed the companies to finally measure the effectiveness of their digital
campaigns.
Table 4.2(i) Action Specification
Peak traffic for online posts

Brands have now figured out when is the best time to launch a creative as different target
groups have different schedule of coming online. One such illustration is mentioned
below:
Fig 4.2 (ii) Peak Traffic

Recent Trends of Digital Media in Bangladesh
Being Digital means being technologically advance. So, because the technology
perpetually brings progress, therefore the digital world grows at the side of it. With the
approaching technology the digital media conjointly brings up its own advancement
within the field of publicity. That’s why in the year 2015, the digital media progression is
a step ahead from the year 2014. New things are coming
Up and turning into a replacement new} type to market your brand within the digital
world. Among all there square measure some noticeable improvement happened around
U.S.A. within the digital media those are:
Rise of Digital Mobile Video Advertising
Video advertising could be a new addition to the digital promoting world. It adds an extra
flavor to the field of marketing. This form of advertising has been employed in totally
different websites, especially in the news portal, e- commerce site, in YouTube, Face
book and so on. It has been placed in such the simplest way that the viewer can watch it
inadvertently and that they cannot ignore it. By the time they realize the simplest way to
ignore they're going to get the connected message. These types of video advertising
square measure terribly short in nature, generally is it 10 to 20 seconds. But with this
restricted time it leaves the most result. Even it's effective in Smartphone and tab
likewise. While gap a web site it appear on the screen and there's no thanks to ignore it.

Organizing Facebook Contest
This year the brands of Bangladesh have become more involved into contest ideas. For
engaging more audience into the Facebook page of the brands, they are organizing
different contests. Especially the photo contest has become most popular which got a
large number of audiences response. Even dubs mash video contests were there. Few quiz
contest during the world Cup cricket has got a great response. So, the contest has
becoming one of the great ideas to promote your page and brand in the digital world.
E-commerce Growth
E – Commerce growth is additional of a recent issue, particularly in Bangladesh. If we
think about 2 to three years back, e – commerce were not that popular. The reason behind
is the technical support and increasing credibility of e-commerce. Perfect delivery system
is one of the reasons why people are relying more on e- commerce. Especially the
demographic change people are busier now even females are also working at offices
which results not getting time for shopping. Even some e-commerce sites import original
products from abroad and sell it to the customers in Bangladesh

Naive Advertising Taking the Market
Naive advertising is nothing but a form of online advertising. It matches the shape and
performance of the advertising. There are different types of naive advertising like Naive
Search Engine Ads, Naive Twitter Ads, Naive News Feed ads, Naive advertorial ads,
Naive video Ads. In recent years, the rate of naive advertising is growing rapidly.
Increase in Smart phone penetration

Global population of mobile penetration is predicted to rise from 61.1% to 69.4 according to e
Marketer. Companies like Symphony, Walton and Firefox have made Smartphone’s in the lower
end of the market more accessible. This means there is a group of early adopters in the rural
demographic who is curious to try out Facebook as internet data packages are becoming cheaper
every day. Their curiosity on Facebook to post photos and then connect with friends, family or
keep up with what their bosses are doing, will drive more users on Facebook platform via
Mobile.

Preference towards Facebook pages over Websites
12 million users on Facebook from Bangladesh search for the business, restaurant or brand to
have a quick overview to know more. Because social media is a conversational platform,
consumers can also read comments and see what others are saying. Website is a one-way street.
So brands continue to invest in the Facebook page and engagement as also try out other social
media assets like Twitter, Instagram too. Conversations in real-time can take place on Facebook
real quick which is an opportunity for brands to quickly address consumer’s needs cheaper and
faster than before.
Other Social Media Platforms emergence in local market
We do see emergence of other platforms such as Twitter, Instagram and Pinterest. Instagram is a
great way to promote “photo contests” with hash tags. Twitter is a good way to make
announcements on product releases, awareness and drive sales with consumers who follow
throughout the day. It’s quick, short and easy with to connect with audience. Pinterest is a good
resource sharing board. Though many people forget, links and articles get lost in twitter,
Facebook and Instagram as there are so many updates. Pinterest is the perfect boards where you
can pin things so your greatest resources or content you want to share with your audience don’t
get lost. Brands can create “fashion or lifestyle” boards where consumers can follow too.

Advantages of Digital Marketing in Bangladesh
Reaching Target Market

When an advertisement is broadcasted on a mainstream marketing platform it does not guarantee
reach towards specific target groups. For example, an Airtel Ad advertised on Television is
viewed by audience belonging to all ages. Moreover, traditional form of marketing being one-
way communication does not allow the consumers to see what they want to see. This is where
Digital marketing comes with a difference. Brands can now be choosier and can put in
denominating factors such as age, sex, location in order to cater to the right target group. With
the flexibility and technological innovations attached to digital marketing, brands are able to
modify content in accordance with the target group and thus attain better conversion rates.
Additionally, digital marketing is a consumer-friendly platform, allowing the consumers to see
only what they desire, thus creating a rather loyal fan following from the brands perspective.
Cost Effective
The cost of putting out a digital marketing campaign is comparatively way less than a traditional
marketing campaign. For example, a facebook business page can be boosted for as little as 5 US
Dollars. This means that means Digital Marketing allows business to reach 1000 people at a cost
that would have taken traditional marketing as high as 17 times the original price held for digital
campaigns. The small and medium enterprises usually do not have a heavy marketing budget at
their disposal, but the beauty of digital marketing is that it plays on a level field and gives
everyone an equal chance of competing. If the contents of small businesses are creative enough,
it can easily take on the likes of big companies in terms of making the message across.

Expandability
Digital Marketing theoretically has the means to approximately reach out to the total population
of the country that is 160 million people. Such is the reach because digital media is not limited
by the logistical obstacles that come with traditional forms of marketing. As we know, the 2G
network provided by the telecoms covers most of the geographical location of the country and
the network is going to get better with the emergence of 3G. As technology progresses with time,
brands are going to take full advantage of such expandable factors associated with digital media.
Reasons Digital Marketing can overtake Traditional Marketing
Growing activity of Social Networking Sites
Bangladesh currently possesses close 4 million active Facebook users and that number is
increasing every single second. As a result, a lot of marketing is being used on social media sites
such as Facebook and many others to reach the chosen target group. Telecom pages such as
Airtel Buzz, Robi, Grameenphone, Kaymu.com etc are making a lot of noise as their popularity
on Facebook is growing day by day. As social media now occupies a noteworthy period of
consumer’s time, therefore catchy content are instantly liked and shared reflecting the brand
reach of these posts and pages. Digital Marketing facilitates such interaction which in return
creates a significant number of ROI. As more products are sold everyday due to the digital
influence, this could be an important factor that takes digital marketing on top of all other
traditional forms of marketing.

Growing Popularity of YouTube Channels
As accommodating an internet connection is now cheaper than ever, both provider and customer
can now easily get access to fast internet. Such easy access has allowed the mass population to
avail other forms of media that are as fascinating as social media. For example, the growth of
YouTube users and also a huge number of YouTubers have taken digital advertising to new
lengths as now Pre-roll ads, ads in between etc are seen whenever a video is being played on this
platform.
The rising estimation of Digital Media
As the estimation of internet penetration is about 24.5% and user pool that is more than 40
million, there is no alternative for brands than to invest digitally. At this rate, the market will
only grow bigger with new agencies lined up to join this industry. Currently, digital advertising
industry market share stand at 5% in 2015, and will stand at 10% in 2016 and 17% in 2017.
Fig 4.5(i): Size of Digital Marketing Industry

Fig 4.5 (ii): Proportion of Advertisement Expenses
The trend in Radio implies that it has a stable fan following; however; mainstream advertising in
media like TV and Print is forecasted to go down as people are less interested in those medias.
All the TV programs that used to draw a huge pool of consumers could all be found on the
internet, decreasing its revenue appeal.
Currently, digital marketing is growing at an exponential rate. The size of advertising marketing
is somewhere around BDT 2,000 crore and the size of digital marketing industry alone is
estimated to be close to 500 core by 2017.

Digital Presence of Telecom Industry in Bangladesh
Grameen Phone’s Facebook page & YouTube Analysis
After analyzing Grameenphone”s activities on social media platforms we can state that they are
mostly focusing on social life, their offerings, contest and occasion related posts. For example,
during Eid they shared multiple Eid based posts, Post on World Heart Day, Post on how you can
reunite with your friends during vacations, Birthday post of a famous artist. Through these type
of posts, they relate and engage their target market group.
Like Facebook, Grameenphone has a heavy presence on YouTube thanks to the diverse range of
video content they have to offer. Be it music, drama, comedy or sports, one would find
interactive videos belonging to every genre that the current youths usually flock to. And such
smart presence is not only limited to one channel only. Grameenphone also has a sister channel
called Bondhu Garage, which specifically caters to the trends among the youth and has a very
ultra-modern vibe to it.

Robi Axiata’s Facebook & YouTube channel Analysis

Robi’s posts on social media platform are perfectly complementing with their tag line
“Joleuthoaponshoktite”. Their Facebook and Instagram posts are occasions, their offers, contest
or Bangladesh cricket team centric. They are very regular on Facebook at times they share
multiple posts in one day. If we go through their page, we can see multiple Eid #cowfieposts and
BD cricket team related inspirational content which were pretty engaging as they got good
response from their target group.
Robi's recent association with the Bangladesh Cricket Team has prompted a lot of cricket-based
video content, however, their USP on YouTube still remains the live studio sessions featuring
various musicians. Robi in collaboration with Radio Foorti, regularly streams live studio sessions
on YouTube, with active bands or musicians who are adored by the masses. One would also find
videos which are mostly filled with Robi's promotional content but it's the music centric content
on YouTube that makes them stand out from their competitors

Airtel’s Facebook page & YouTube channel Analysis
Airtel Bangladesh has rather decided to associate themselves with Comedy or Satire content in
most of their social media posts. Airtel’s Facebook page, that goes by the name, Airtel Buzz,
almost regularly post comedy content in the form of „Meme‟, Puns or „Fill in the captions‟.
Apart from posting pictures of their current offers, most of Ariel’s comedy and humor-intended
post generate a healthy number of likes for their Facebook page which in turn triggers a lot of
engagement with their consumers.

Meanwhile, Airtel’s video content available on YouTube is quite similar to its Facebook ones.
Suffice to say, Airtel Buzz, the YouTube channel, is not filled with videos that emphasize on the
telecom network that is Airtel, rather the channel plays host to a variety of good engaging
content such as Airtel Buzz Studio, Satirical Comedy Drama „Ki Obostha‟ and the different
occasion based one-off comedy drama shows such as „Vitamin T‟ . The Airtez Buzz, logo that
sits at the corner of every video is a reminder to its consumers that Airtel endorses such fun
loving content which integrates well with their target market that is THE YOUTH. Moreover,
Airtel’s association with the famous YouTuber Salman Muqtadir, has also helped cater their
brand content to the specific target.

Competitive Analysis
Reflection on the telecom industry’s presence on Digital Platforms
From the above analysis we can see that almost all the big telecom organizations have a major
presence on all the digital platforms, specifically Facebook and YouTube. Such dedication
towards these platforms reflects the importance these Telecoms are giving to the all new digital
era. Suffice to say, these telecoms are not investing on the digital scene just for the sake of it, as
we can see the integrated marketing communication is well maintained in all these digital
platforms. For example, whatever Grameenphone is doing on the ATL and BTL scene, it is being
reflected on their digital platform as well. Such aligned form of marketing means that these
companies know it’s a consumer driven industry and if the consumers go digital, the companies
go digital too. Moreover, Telecoms now have separate campaigns for the digital scene only.

These campaigns not only allow the companies to cater to their online consumers but also give
them instant feedback on how they are faring with the competitors. As we all know digital is a
two-way communication platform, organizations can now easily discover the happening trend
and construct their campaigns accordingly. As a result, the telecoms are now more careful how
they carry themselves online as it is there for all the consumers to consume and judge. The
competitiveness that were seen in the mainstream marketing has now moved on to digital
platforms as well making the digital marketing scene more interactive and competitive than it
ever has.
Future Prospect of Digital Marketing In Bangladesh
Government’s Step towards Digital.

Bangladesh’s Government aims to make Bangladesh as Digital Bangladesh by 2020. So the
government has taken every step to make the country digitally sound. From public sector to
private sector, every official work has been started digitally. Similarly, the government is
encouraging more to develop the economy of the country with digital help. The growing number
of e-marketing proves the sound growth of the marketing digitally all over the country.
Here are some of the trends that we think will make digital marketing important for every
brand
Smartphone penetration to increase in 2015 – With smartphones getting cheaper and more
accessible, we predict more smartphones in the hands of the mass population. The trend isn’t just
local. Global population of mobile penetration is predicted to rise from 61.1% to 69.4 according
to e-Market. Companies like Symphony, Walton and Firefox have made smartphones in the
lower end of the market more accessible unlike brands like Nokia and Samsung who are yet to
catch up in that price range. This means there will be a group of early adopters in the rural
demographic who will be curious to try out the new technology in terms of taking more photos,
listening to music, and perhaps trying out Facebook as internet data packages are becoming
cheaper every day. Their curiosity on Facebook to post photos and then connect with friends,
family or keep up with what their bosses are doing, will drive more users on Facebook platform
via Mobile. Facebook also

allow users to connect with top brands to vent customer experience frustrations and also life
frustrations. So look out for the people using smartphones and majority will be on android
devices (prediction over 50%). This means the audience size will get bigger in digital marketing.
New Social Media Platforms to emerge in local market: Consumers are prominently
experiencing Facebook now because local telecom operators advertise Facebook heavily on ads,
billboards and tv. Businesses in general are also putting Facebook address, but we do see
emergence of other platforms such as Twitter, Instagram and Pinterest. If Brands start taking
social media conversations to other platforms and starts educating consumers, you will see a
faster adoption together. Facebook page and an users newsfeed has a limited real estate space. So
it’s smart for all brands to collectively promote the other platforms too. Instagram is a great way
to promote “photo contests” with hash tags. Twitter is a good way to make announcements on
product releases, awareness and drive sales with consumers who follow throughout the day. It’s
quick, short and easy with to connect with audience. Pinterest is a good resource sharing board.
Though many people forget, links and articles get lost in twitter, Facebook and instagram as
there are so many updates. Pinterest is the perfect board where you can pin things so your
greatest resources or content you want to share with your audience doesn’t get lost. Brands can
create “fashion or lifestyle” boards where consumers can follow too.
Government Digital Bangladesh Drive is promoting Internet – Whether we like it or not, the
GOB has been successful of driving the word Digital all over Bangladesh. How everyone
interprets is a different thing, but because of this, there has been a significant drive in people
recognizing digital, the success of automation in various government bodies, access to
information available on the Internet through the 25,000 websites launched by A2i. ICT ministry
is also driving more app competitions with BASIS and other organizations to promote internet. .
This will surely drive Internet penetration as people experience Internet in different ways. We
see the Internet penetration widening with GOB efforts as well. An “Internet Day” nationally
everyday will surely accelerate internet penetration just through awareness building

Chapter- 5
Findings

Findings
A brand’s ability to meet those expectations correlates to how much they define themselves as
what Adobe calls an “experience business.” From our vantage point, an experience business is
one that puts its customers at the forefront. It’s about truly being able to interact with them,
regardless of channel, in ways that are consistent, meaningful, and provide an exceptional
experience. Whether that’s a personalized eCommerce session with a retail brand, targeted social
campaign with a financial service institution, or mobile appointment with a healthcare provider,
B2B and B2C customers alike gravitate toward the businesses which will give them
convenience, relevance, and value. This means the pressure is on for marketers to find ways to
digitally evolve their businesses and deliver on these expectations.

Chapter- 6
Conclusion & Recommendations

Recommendations
More Investment on Digital Marketing – In order for the industry to have more growth, brands
need to put in more money in this sector so that agency ideas are not hampered due to budget
restrictions. It is typically seen among agencies that inventive plan on digital platforms area unit
placed on hold thanks to lack of budget.
Emphasis on Video Content – Brands and agencies need to work together in increasing the
number of video content on digital marketing platforms. Currently, the scenario is dominated by
image and text content even though video content ensures more engagement from the
consumer’s end.
Digital presence on all platforms – In today’s world, Brands tend to think an effective
Facebook page is enough to create a digital presence. However, Facebook isn't the sole digital
platform out there. Website content, YouTube channels, Twitter and Instagram etc are all
needed to make an overall impression on the consumer’s mind. Basically, it’s a consumer driven
industry, the industry moves where the consumers moves.
Promoting Digital Marketers – Digital Marketing can only grow as the people involved in it
allow it to be. Agencies and brands should encourage the career prospect that is associated with
the industry and encourage fresh graduates and traditional marketer to indulge them with more
knowledge of this industry. Organizations should also look to improve the pay grade that is
involved with this industry, as it will only improve the growth of the very organizations in the
long run.

Conclusion
In order to complete my BBA, an internship period of minimum two months at an organization is

required by the curriculum, and as such, under the supervision of Spectrum Advertising Limited
and direction from my supervisor Ms. Jannatul Fardous I have prepared my internship report.
The introduction of the report is mainly a brief history of how Spectrum Advertising Limited
came into being and some of the service it provides. Furthermore, the mission, vision and the
objective of the company is also included in the introduction. Spectrum Advertising Limited is a
digital marketing firm providing digital service that specializes in social media marketing. In this
report I mainly discussed the effectiveness of digital marketing in Bangladesh by providing data
that suggest the rising trends of digital media as well as the impact of digital marketing in one of
the most essential industries that directly influence the current economy of Bangladesh i.e. the
Telecom Industry. Moreover, some of the recent trend in digital marketing is included as well.
To conclude, in today’s modern age of technology and innovation, people are almost always
occupied with something or the other to do. No longer do people only sit in front of the
television after a day’s of hard work. As people are always on the move, smartphones have now
become the media to witness all the day’s happening activities as content include podcasts, news
and YouTube views etc. Such new drastic changes in the way people view content is a testament
to the impact Digital Marketing Industry has had on people of Bangladesh.

References
BOOKS
 KOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition, Upper Saddle
River, NJ, Prentice Hall.
 Burnett, J and Moriarity, S. (1998). Introduction to Marketing Communications. An
integrated approach. New Jersey: Prentice-Hall
 Cateora, P., Gilly, M. and Graham, J. (2009). International Marketing.(14th edn). New York:
McGraw-Hill
 Chaffey, D., Ellis-Chadwick, Johnston, K.F. and Mayer, R. (2003). Internet Marketing:
Strategy, Implementation and Practice. (2nd edn). Edinburgh: Pearson Education
 Czinkota, M. and Kotabe, 2001. Marketing Management. (2nd edn). Cincinnati: South-
Western College Publishing.
 Doyle, P. and Stern, P., 2006. Marketing Management and Strategy. (4th edn). Edinburgh:
Pearson Education Limited
 Kotler, P. and Armstrong. (1993). Marketing: an introduction. (3rd edn). NJ:Prentice-Hall.
 Kotler, P. and Keller, K.L. (2003). Marketing management. (12th edn). New Jersey: Pearson
Prentice hall.
 Kotler, P. and Keller, K.L. (2008). A framework for marketing management, (3rd edn). New
Jersey: Pearson Prentice Hall.

Website
 http://www.CrossWord M&C.com.bd/. [Accessed 09 March 2016].

 http://www.lightcastlebd.com/. [Accessed 09 March 2016].
 http://money.cnn.com/2009/02/16/technology/hempel_facebook.fortune/ visited 2010-04-01
 http://www.ted.com/talks/johanna_blakley_lessons_from_fashion_s_free_culture.html visited
2010-04-05
 http://www.toprankblog.com/2009/11/social-media-pr/ visited 2010-02-25
 http://www.spectrumadltd.com


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INTERNSHIP REPORT

Impact of Digital Marketing in Bangladesh

Department of Business Administration

Subject: Submission of Internship report.

I would like to request you to accept my report for further evaluation.

I, Md. Solaiman khan ID 153-035-045, Major in marketing, Department of Business

23rd January 2019

Subject: Internship Acceptance Letter

The following internship report is a reflection of my work at Spectrum Advertising Limited

and my understanding of the digital marketing industry and how it functions.

Most common digital marketing tactic

 SEO (Search Engine Optimization)

Declaration from the Supervisor iii

Declaration from the Intern iv

Internship Acceptance Letter v

About Digital Marketing Vii

1.2 Specific Objectives 2

1.4 Primary Data Sources 3

1.5 Secondary Data Sources 3

1.6 Limitations of the stud 3

2.2 Mission& Vision 5

2.4 How they work 7

2.5 Where When How they work 8-9

2.6 Service list 10

2.7 They are Professional yet Personal 11

2.8 They Strategic Consortium 12

2.9 Organizational Chart 13

2.10 Brand They Serve 14

2.11 Company Name Address 15

4.16 Growing activity of Social Networking Sites 29

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 1

Objectives of the Study

 Impact the digital marketing has made on BTL.

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 2

Secondary Data Sources

• Spectrum Advertising limited Internal Reports •Articles, journals and websites.

Limitations of the study

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 3

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 4

Because they believe Service is the heart of our business

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 5

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 6

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 7

Branding Service Media Adverting Others

 News segments branding  Brochure

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 10

They Sense of purpose

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 11

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 13

Address : Ground Floor, House 6, Road 2, Banani, Dhaka

Incorporation Certificate : C– 1113 0 9 / 13

Trade License VAT No : 03 – 0 0 8 46 4

VAT Area Code TIN No : 19 09 10 15 14 0

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 15

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 16

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 17

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 18

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 19

IMPACT OF DIGITAL MARKETING IN BANGLADESH: A STUDY ON SPECTRUM ADVERTISING LIMITED 20