PRESENTATION

ON
THE REVOLUTION OF DIGITAL SUBCULTURES IN BANGLADESH:
MARKETING PERSPECTIVE
 PRESENTED BY
GROUP: VIKINGS
(4th Semester , MBA Program, Sec: B )
Department Of Business Administration,
Leading University, Sylhet.
 GROUP MEMBERS

Department of Business Administration, Leading

University, Sylhet.
 PRESENTED FOR

MD. JAHANGIR ALAM

Assistant Professor
Department Of Business Administration,
Leading University, Sylhet.
 Introduction

• Bangladesh is seeing rapid growth in Digital device & internet users while
commodity services are transforming them to serve through Digital way

• Because of the digital technology, the marketing ideology is shifting towards

digital marketing. But digital marketing is considered more targeted,
measurable and interactive.

• Now brands in Bangladesh are researching thoroughly Youth, women, and

netizens but typically as separate customer segments.
 Objectives Of The Study
The main objective of this study is to analyze and discuss the revolution of digital
subcultures in Bangladesh, from marketing perspective. The other specific
objectives are:

• To understand the three influential digital subcultures in context of consumer

behaviour

• To know how different subcultures, affect buying behaviour in Bangladesh

• Explaining them for marketing decision making.

 Overview of Influential Digital Subcultures in
Bangladesh

• The growing importance of subcultures in marketing has emerged as consumers are

increasingly choosing brands based on what is acceptable within their subculture.

• When it comes to brand advocacy in the digital world, not all customers are created
equal. Some segments rely on their own personal preferences and what they hear from
advertising.

• For increased probability of getting advocacy, marketers have placed their bets on
youth, women, and netizens (YWN) in Bangladesh.

• Because YWN have a strong influence on the mainstream market, brands will reap
huge benefits by engaging them.
 Youth: Acquiring the Mind Share

• They are early adopters

• Youth are trendsetters

• Youth are game changers

 Women: Growing the Market Share

• Women are information collectors

• Women are holistic shoppers

• Women are de facto household managers

 Netizens: Expanding the Heart Share

• Netizens are social connectors

• Netizens are also expressive evangelists

• Netizens are also content contributors

Influence of Social Networking Sites on Purchase Decision
of the digital subcultures

• Social Networking Sites (SNSs) have seen an inorganic growth in quantity and
popularity,

• Consumers nowadays seek peer opinions before making purchase decisions. Some
of the consumers get product information from different social networking groups
they belong to.

• Curious people also tend to follow the brands they are interested in through liking
brand pages.
 Peer Communication and Purchase Decision

• Peer collaborations among teenagers in person emphasizing on products and

services were primarily referred as Peer Communication

• Peer communication through virtual means has intense influences on purchase

decision making by consumers and, therefore on marketing strategies.

• Consumption related peer interactions on a regular basis bring robust motivations

on social consumption.
 Social Network Groups and Purchase Decision

• Social Networking Groups (SNGs) are created

to provide smaller networks within the bigger
and more diverse social network services

• A lot of conversations of common interest are

taking place in these groups which also includes
opinions related to purchasing.
 Brand Fan Pages and Purchase Decision

• The relationship between consumers and brands is

partly reflected in brand fan pages. It also works as an
information source and provide social benefits to the
fans.

• Consumers’ purchase decision is influenced by the

interactions on social media by the brands, especially
interactions that occurred in Facebook Page of
companies
 Paid Advertisement on Social Network and Purchase
Decision

• Online advertisement played an important role as a

source of information for the consumers to get
relevant product information.

• Firms regardless of size are present on Facebook,

Twitter and YouTube and advertising on these
platforms increase the chance to reach, engage and
convert customers.
 How Social Media is Used for Marketing Tool to Target
the Subcultures

• Social media is designed in a way that people can share everything very quickly. That is why
everyone has chosen social media for their daily communication.

• These platforms are nowadays not only confined in personal communications.

• Users look for their desired products, services or knowledge in public platforms. Because everyone
is sharing everything every minute.

• Suppose, if one posts about an ongoing sale in his Social platforms are easily visible to the people
with whom he is connected. If anyone else finds it interesting he again posts about it & spread it
among another group of people. Thus, the announcement gets viral within a few minutes or maybe
a few hours.
 How Social Media Is Used For Marketing Tool Cont….

• People watch tons of videos & advertisements on their social media accounts, mostly on
Facebook.

• Digital marketing/ Social media marketing aids buying, when a potential customer sees
your advertisement,
 How Social Media Is Used For Marketing Tool Continues….

• Total amount of activities that happen in social media in just 60 seconds looks like this. This is
simply mind-boggling & among all those posts about 1/3rd is related to sales, purchase, promotions,
announcements, etc. Technology has made the work easy like never before.
 Economic Benefits Of Brand Communication Through Social Media
In Bangladesh

• Delivery of standard living

• Say bye-bye to promotional Cost
• Increases International Income
• Drive customers & sale
• Awareness
• Profit
• Boundless Audience
• Various Sites to explore
 Conclusion

 Youth, women, and netizens have long been researched thoroughly by businesses
but typically as separate customer segments.

 Together, youth, women, and netizens hold the key to marketing in the digital
economy in Bangladesh, where people talk about many things including the issues
related to purchasing a product or service.

 People specially young generations spend a significant amount of time on laptops

and smart phones these days. Hence, most of the brands try to reach their
consumers through advertisement in social network that leads to conversion.