Digital/social Media
Digital/Social Media refers to people’s interaction in virtual networks and communities, where they can create and share information. Andreas Kaplan & Michael Heinlein are two professors who teach marketing. They define social media this way: a group of Internet based applications which build on Web 2.0’s ideological and technological basis and allows users to create and share user-generated content.
In addition, social media rely on web and mobile-based technologies in order to create highly-interactive platforms where individuals and groups can share, co-create and discuss user-generated material. Communication between individuals, groups, and organizations is transformed by social media. Social media are different from industrial or traditional media in many respects, such as quality, reach and frequency, usability, immediateness, permanence, and immediacy. Internet use has many side effects. Nielsen reports that Internet users are spending more time on social networking sites than any other site. In the U.S., total social media time across PCs and mobile devices increased 37% to 121 Billion minutes in July 2012. This is compared with 88 Billion minutes in 2011. Content contributors are reaping the rewards of social media beyond sharing content. This includes building reputation, earning money and career opportunities. Wikipedia reports that Bangladesh is home to around 34,000,000 Internet users. Of those, 42% are Facebook users. Bangladesh is now a leader in maintaining a brand’s presence on social media. As of now, there is only a small number of MNC giants in Bangladesh, as well local leading firms and telecom companies.
There are also companies who have a special department that is responsible for the social media promotion of their brands. It is not for financial reasons that many leading local and international firms haven’t yet integrated brand communication via social media into their brands or promoted their products on social media. Instead, it is because they are not aware of the benefits social media can bring to brand communication. We hope that more firms in the future will adopt this new marketing and communication strategy through social networks. This report is aimed at helping decision-makers from local and foreign companies gain some insight into the advantages of brand exposure in Bangladeshi social media. Firms that want to establish a brand in the future can also get a bird’s-eye view of what is happening in this area. This study focuses on the presence of digital marketing and its impact in brand communication. Digital Marketing is not given the attention it deserves in many Brand Communication studies. This study discussed Digital Marketing, its strategy and how it is important to today’s communication.
A survey was conducted by the Bangladeshi Digital Marketing Association to assess the importance of digital marketing for brand communication in Bangladesh. This study will shed light on how brand communication is affected by digital marketing. This section provides a short definition of the theoretical component that will be discussed.
Following are major theoretical concepts and their explanations. Social Media: This is the method of increasing traffic to your website or gaining attention on social media. PTAT (Percentage of People Sharing Stories about Your Page): This is the number that people share stories. These stories may include liking your Page and posting to its timeline. Other examples are liking, commenting, or sharing a post on your Page. (Unique User) Total Likes in Lifetime: Total Number of People who have liked Your Page. Reach: Number of people who viewed content on your Page. Page Engaged User: The number who have interacted with your page. The engagement includes every click and story. Reach of Page posts (Unique users): The number who have seen your page posts.
