PRESENTS

DIGITAL 360
REACHING OUT TO
NETIZENS

A BOOKLET FOR

Digital
Marketers

KNOWLEDGE PARTNER

CONTENT

03
04
05
06
08
11
12
17

| The partners

| Meet the Speakers

| Introduction to the Digital World

| Redesign Strategy

| Recalculate Impact

| Rebuild Insight

| Rethink Consumers

| Moments from the Workshop

KNOWLEDGE PARTNER

PRESENTS

ICE Business Times

Kaizen CRS

ICE Business Times is a monthly business publication which was
established in September 2010. The magazine aims to analyze, interpret
and disseminate news of local as well as global financial, commercial and
industrial developments to its readers. By making its readers aware of the
business climate in Bangladesh, the magazine aims to play a vital role in
both the media and business sectors on a global scenario.

Kaizen CRS is a Bangladesh based market research firm that approaches research
from the perspective of consultancy. Known as the Kaizeners, we believe in
continuous improvement of research through customization that is founded on
technical excellence. We specialize in market research, value chain assessment,
brand audit, consumer insight generation, brand and market strategy
development, and feasibility study. We provide accurate, authentic and affordable
research solutions for clients in order to ensure attainable and profitable growth.
Kaizen brings together the right people and technology to help you gain valuable
insights into your industry, customers, and stakeholders.
Kaizen CRS aspires to contribute to the knowledge economy of Bangladesh and in
light of that vision, we plan to organize subject specific workshops for young
professionals. The first workshop designed by Kaizen CRS is on Digital Marketing
and the event was jointly organized by ICE Business Times. The excerpt of the
workshop is now being shared in this digital booklet.
To know more about, please visit us at www.kaizencrs.com

Organizer of the event

The magazine strives to disseminate economic news and present views
and opinions of well-regarded business figures on how existing
conditions in Bangladesh can be improved upon. To do so, enlightening
them regarding local industry and overseas market growth as well as
policy research and advocacy is important. At any time, and in every case
unbiased, factual and balanced reporting will be the magazine’s aim and
policy as it, along with its readers follow the country’s progress towards
prosperity.

Knowledge Partner of the event

A few major clients of Kaizen CRS are:

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Muhammad Risalat Siddique

Meet
the Speakers

Muhammad Risalat Siddique is the Chairman and Head of Strategy Planning of Analyzen Bangladesh Ltd. and Founding Director of
Analyzen Singapore Pte Ltd. His twelve years of experience as a Brand Strategy Professional, which include positions as the Category Head
and Senior Brand Manager of Unilever in Bangladesh and Singapore. As a Brand Activist, his roles have allowed him to understand the many
aspects of brand planning, advertising, digital marketing, consulting and research required for the development of a brand. After a
successful run at Unilever, he joined his family's long time Multi-Disciplinary Consultancy business Kranti Associates Ltd as the CEO of Brand
& Marketing Strategy Consultancy Wing. The company is the first ever Asia Pacific ICT Alliance Merit Award winner from Bangladesh for its
farmer support product SoilSafe Digital Minilab. He extended his insight of consumer insight from Kranti to Kaizen CRS. As the Director of
Kaizen, he has led the company to extensively serve numerous multi-national organizations and local conglomerates with International
Universities and Development Organizations, providing consumer insight and market data analytics for tailor-made research solutions. With
a passion for brand value, he has become the superhero to many companies. As a co-investor of Analyzen, the first digital marketing firm
in Bangladesh; a trait that has bestowed him with the title of Man of Steel in the company. The agency is the first in Bangladesh to have gone
global with Analyzen Singapore, serving numerous Multi-national Corporations. Risalat encompasses his go-getter attitude throughout
every endeavor with the belief that nothing is impossible.

Ridwan Hafiz

The current need of social media marketing, backed up by the number of social media users increasing exponentially, is becoming a binding
part of overall marketing strategy of a company. Back in 2008, Ridwan Hafiz visioned this growing market and wanted to explore this
potential opportunity. Even when he had an engineering educational background, Ridwan chose to create Analyzen- the first digital
marketing agency in Bangladesh.
Analyzen had a humble beginning as a software, web and mobile application development company based in Dhaka, Bangladesh, as a joint
initiative of Ridwan Hafiz and his friend and partner, Sumit Saha. Starting up from being just a 4-member team, now in 2016, Analyzen has
60+ social media masterminds and amazing developers. It has become the first local digital marketing agency to go global. It now operates
in Singapore and Sri Lanka and will soon move in other regions in Asia. It boasts working with the top-drawer corporate clients like
Samsung, Unilever Bangladesh, BATB, Standard Chartered Bangladesh, Golden Harvest, Nestle, Microsoft, Himalaya Herbals Singapore and
Philippines, etc.
Ridwan Hafiz represented himself and Analyzen in ‘Global Entrepreneurship Summit Marrakech 2014’. He was one of top 12 entrepreneurs
who had an exclusive conversation with Honorable Vice President of USA, Joe Biden. His efforts and passion were also recognized at the
prestigious Golden Globe Tigers Summit Awards where he won the award for "Digital Marketer of the Year" for 2014.

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04

INTRODUCTION

Redesign Strategy

THE
DIGITAL
WORLD

Recalculate Impact

VAS
IVR

her
t
O

tion
o
om
Pr

Social Media

Community Management
Social Care
Social CRM
Facebook
Instagram
Twitter
Socia
lM
YouTube

ed
ia

Digital
Marketing
Mix

Ad Network
Direct Buy

M
o
b
ile

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Apps
& Games

ogy
nol
ch
Te

SMS
MMS

AR/VR

Corporate
E-Commerce
Microsites
Blogs
Blogs
Static
Gif Posts, Banners

Con
t
e
n
t

Google
Adwords

Rethink Consumers

ites
ebs
W

Content
Syndication

PR

Influencer
Engagement

Rebuild Insight

Interactive Banners,
Video,
HTMLS

Video
Animation

Installation
Custom Devices

Introduction

REDESIGN STRATEGY

Recalculate Impact

Rebuild Insight

Rethink Consumers

REDESIGN
STRATEGY
With the advent of digital
media, the consumer is not
only well informed, they are
able to access a product or
service through many
providers. In this context, a
company must create a
strategy that provides it with a
unique identity. The power has
shifted to a very well-informed
and vocal consumer, one who
conducts a majority of research
regarding the products even
before consideration of
purchase. A company must
choose the most effective
medium in which to reach the
consumer; subsequently they
must convert the efficacy of
their method.

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06

Introduction

Recalculate Impact

REDESIGN STRATEGY

CONNECTED CONSTANTLY- Digital marketing is a mix of many platforms that include
social media, websites, mobile and many others. With the frequency of exposure, it is
integral that you keep an audience constantly engaged. The social media atmosphere in
Bangladesh consist of :
• 2 million citizens tweeting
• 1.6 million on Instagram
• 300,000 on Snapchat
Additionally, the duration of time spent online increases, the consumer is bombarded
with a much greater volume of data, simultaneously engaging in those materials that
captivate their specific interest.

Avg Time in MIN

15
10

12.1

8.12

5.09

2.8

5

1.1

4.5

0

2013

2014

2015

Avg. Gaming Time (MIN)

Avg. Video View (MIN)

Avg. Per view (per Session)
2015

13.2

2014

7.4

2013

3.2
0

2

4

6

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8

10

12

14

Rebuild Insight

Rethink Consumers

NARROW IT DOWN- The digital media web allows you to have much greater
specifications of the customers that you would like to target. Bangladesh has a
whopping 23 million Facebook users and the number is continually growing.
There are three specific target groups that can now be targeted in accordance to
demographic and psychographic. Specification in target audience has reached a
point where it can pinpoint the residence, preferences and financial abilities of the
desired consumer. The major target groups in Bangladesh are divided into three
major groups :
• Ages 15 to 25 with a potential reach of 16,000,000 (the tech savvy youth)
• Ages 26 to 50 with a potential reach of 7,000,000 (the proficient professional)
• Ages 26 to 50 with a potential reach of 1,100,000 (the harmonizing homemaker)

Introduction

Redesign Strategy

RECALCULATE
IMPACT

Rebuild Insight

Rethink Consumers

Simply creating a quality
product will not suffice in
today’s market. A company must
advertise what they are selling
in an efficient manner.
Measuring efficiency and impact
is the backbone of a growing
company.

MAKING
MEASUREMENTS

The human race has been
measuring since ancient history;
measuring a company’s success
is imperative in order to weight
loss and make plans for
expansion. Investment in brand
awareness must lead to
profitable sales conversion and
customer retention.

RECALCULATE
IMPACT
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Introduction

Redesign Strategy

RECALCULATE
IMPACT

Rebuild Insight

THERE ARE A NUMBER OF REPORTS THAT WILL HELP YOUR COMPANY DEFINE THEIR PROGRESS

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Rethink Consumers

Introduction

Redesign Strategy

RECALCULATE
IMPACT

Rebuild Insight

Rethink Consumers

Return on Investment (ROI) reportcalculating the percent gain from any
investment, it allows one to measure and
compare numerous types of investments to
evaluate which one is most beneficial.
Campaign Summary- the comparative
overview allows one to see the status of your
campaign over a period of time; this allows a
company to see which campaign have high
performance in comparison to others.
Monthly Summary Report- this entails a
summary of the financial transactions, the
starting and end balances, bank transfers,
business transaction and more. These
reports will provide detailed accounts of the
progress of a company and review your
performance and challenges.
Weekly Comparison Report- in the evolution
of a company, every second, minute and
hour counts; the comparison report allows a
company to witness the trends in sales
figures from week to week and in
comparison to the years before.
Daily Engagement Report- with so much
information disseminated, it is not only
important to track the number of people
viewing a particular content, a company
must also measure the duration of which
they have remained engaged. The final
report allows a company to witness the total
amount of viewers and the durations of time
that material has captured their attention.

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Introduction

Redesign Strategy

Recalculate Impact

REBUILD
INSIGHT

TELL TALES

IGNITING IDEAS

Make your vision a reality and remain unique, passionate
and innovative towards that vision. In a day an age when
individuals are bombarded with thousands of ideas, it is
paramount to stand out amongst the sea of information.
Creating new ideas entices consumers; there are many
methods to one vision, it is about finding the one that is
not commonly tread.
It simply not a matter of identifying the target, a
company must learn to keep them engaged. There are
numerous methods through which companies can make
lasting connections:
• Creating Brand Love- if a company can provide a
sense of dependability, intimacy and commitment;
they build a space in the consumer’s life. This very
space will allow them to creating a long-term
relationship. Samsung Mobile created this
phenomenon with their previous Eid campaign. They
appealed to the NRB population, by allowing them to
send individualized recording with a “Samsung
Smartphone”. This success of the campaign was
evident in the first week of sale, when 11,000 smart
phones were sold.
• Integrated Digital Campaigns- companies now have
the ability to incorporate themselves into more than
one channel of media in order to reach the customer
in real time; this entails the company to become a
presence rather than creating a presence. Closeup
have made the love stories of their customer a part of
their company during Valentine’s Day. The Closeup
Kache Ashar Shahoshi Golpo involved fans sending
their love stories to the company. The 3 best stories
were made into dramas for the international day of
love; the campaign received a whopping 5 million
views.

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Rethink Consumers

Creating a visual and audio reference makes
the content or products have a presence in
the audience’s life. Like the movies of the
yesteryear celluloid, advertisers now have the
platform to not only present a product but
leave an impression. This very impression
creates a loyal base of consumers. Consumers
also have the option of skipping ads; this has
led many media companies such as CNN,
Conde Nast, iHeart Media and many more to
create brand labs that work with the
respective brand to create original content.
The presentation of a impacting story retains
their attention and the company’s presence.
• The Dermablend story- the recent
Dermablend campaign for corrective
cosmetics highlighted the story of many
women with various skin conditions. The
campaign told heartfelt stories of how the
make-up did not cover their condition but
helped these women show the world how
they really see themselves. Their most
successful series in the campaign has
received over 20 million views.

CUSTOMER FIRST

REBUILD
INSIGHT

Have an online customer care service that
responds to clients right away; demonstrating
your care is key to maintaining a lasting
relationship. Today’s consumer has much
greater access to information and can choose
between numerous companies for one
service; make sure they know your company is
the most attentive.

Introduction

Redesign Strategy

Recalculate Impact

CONSUMERS

Rebuild Insight

RETHINK
CONSUMERS

As the digital wave takes
over, the process through
which a customer
becomes aware of a
product and how they
purchase it has
drastically changed.
Consumers no longer
need to go to the store;
the stores must be
available in their
desktops, laptops, tabs
and smartphone. The
buying process can be
accessed through
numerous channel
catered to the needs of
the individual. The
consumer purchase has
become a multi-step
process through which
they consider and pursue
a product or service.

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Introduction

Redesign Strategy

Recalculate Impact

Rebuild Insight

RETHINK
CONSUMERS

It is imperative that a company
meticulously understand the
conversations, the preferences, and the
daily activities of their primary
customers. Companies can now analyze
the specific details of their clients in
order to fully comprehend the
mannerisms and purchase inclinations of
their clients.

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Introduction

Redesign Strategy

Recalculate Impact

Rebuild Insight

RETHINK
CONSUMERS

WHAT ARE THEY TALKING ABOUT?
OUR PASSION POINTS
• Cricket
• Music
• Food

In 2015, people looked up
Mustafizur Rahman
APJ Abdul Kalam
Radhika Apte
Taskin Ahmed
Ariel Winter
Ronda Rousey
Sayem Sadat
Sunny Leone
Mashrafe Mortaza
Karishma Tanna

BANGLADESHI FACEBOOK USERS
ARE INTERESTED IN (Millions)
• Food 9.1M
• Travelling 8.8M
• Gaming 11.0M
• Music 12.0M
• Reading 12.0M
• Fashion 15.0M
• Sports 14.0M
• Technology 18.0M

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Introduction

Redesign Strategy

Recalculate Impact

Rebuild Insight

RETHINK
CONSUMERS

Internet
TOP WEBSITES THAT BANGALDESHI
Subscription
USERS LOG ON TO
Google.com
1.1.Mobile
Internet
Youtube.com
2.2.ISP+PSTN
3. Google.com.bd
3. WiMAX
4. Facebook.com
Total
5. Prothom-alo.com

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6. Yahoo.com
60.037
M
7.3.770
Bdnews24.com
M
8. Kalerkantho.com
0.108 M
9. Blogspot.com
63.915
M
10. Wikipedia.org

Introduction

Redesign Strategy










Recalculate Impact

Rebuild Insight

RETHINK
CONSUMERS

2015 TOP SEARCHES
In
FROM
BANGLADESH

SSC Result 2015
HSC Result 2015
www.xiclassadmission.gov.bd
ICC World Cup 2015
IPL 2015
www.cricbuzz.com
Copa America 2015
Bajrangi Bhaijaan
NTRCA
Prem Ratan Dhan Payo

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Moments
from the
Workshop

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