Abstract
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
Highlights
The world is constantly changing and the perceptions of distance and time are being influenced by it
It may foster the growth of trust and relationship between consumer and brand, which making it increasingly important medium to utilize in order to maximize brand loyalty throughout the world
It will be helpful for companies to know the most effective way to reach the customers through digital marketing, which is the main concern of this survey based study
Summary
The world is constantly changing and the perceptions of distance and time are being influenced by it. Consumers prefer on-demand and immediate access to information at their own convenience It has become a habit of people to check their social media accounts time to time and during those checking they use those media to conduct their information searches and to make their purchasing decisions. This extensive use of the social Web is an increasingly important factor to marketers. It seems that consumers perceive social media as a more trustworthy source of information regarding products and services than traditional elements of advertising [1]. Most of the respondents are university undergraduate students, as it is expected them to be more intimate with online shopping and marketing
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