OVERVIEW OF

MARKETING THROUGH
DIGITAL MEDIA
RISALAT SIDDIQUE
• Still a student of IBA, University of Dhaka: Pursuing Doctorate in
Business Administration (Digital Marketing for Base of Pyramid
Consumers)
• Dad of two super boys
• Close to 15 Years in Brand Planning locally and internationally in
Singapore
• Left Unilever 6 years back
• Joined family business Kranti Group in July 2014
• Co-Investor and The Man of Steel at Analyzen
• Tech Startup Co-Founder for Treato (www.iamtreato.com)
• Movie & Series Lover
• Horrible Football, Cricket and Basketball Player

About Me
Purpose&Objective
For BUSINESS
Creating Customer Brand Love is the Making Profit is the
is the purpose of Process objective of
business business

Peter Drucker
Cre
ate
Marketing
unicate Mantra of Kotler
mm
Co
er CCDVTP
eliv
D e t
alu rge
V Ta it
Prof
 Facebook/Instagram/Twitter/YouTube
Social Media Community Management/Social Care/Social CRM
Corporate, e-Commerce, Microsites
Websites Blogs, Vlogs
Static/Dynamic posts, Banners
Content Interactive Banners, Video, HTML5
Video/Animation
Technology Custom Devices/ Apps
Digital
AR/VR/ Bot
Marketing
Mobile Apps & Games
Mix SMS/MMS
Promotion Google Display Network
Social Media
PR Ad Network/ Programmatic/ Direct Buy
Influencer Engagement/ Social Listening

Others Content Syndication

VAS/SMS/IVR
The Power of PowerPoint - thepopp.com
The Power of PowerPoint - thepopp.com
The Power of PowerPoint - thepopp.com
The Power of PowerPoint - thepopp.com
The Power of PowerPoint - thepopp.com
The Power of PowerPoint - thepopp.com
The Power of PowerPoint - thepopp.com
The Power of PowerPoint - thepopp.com
The Power of PowerPoint - thepopp.com
The Power of PowerPoint - thepopp.com
The Power of PowerPoint - thepopp.com
 WHAT ARE THEY INTERESTED IN?
Frequent Traveler
• Technology 29.0 M Interested in travel
18.0 M • Fashion 30.0 M agences like
(Behavior) • Music 25.0 M
• Reading 25.0 M Trivago, Tripadvisor,
• Sports 23.0 M Expedia: 4.6 M
• Traveling 21.0 M
• Gaming 14.0 M
• Food 13.0 M
• Health & Fitness 8.7 M
 Facebook growth has
Grown Significantly in last
6 years
2019
34 Million+
users

2013
7.4 Million
users

By the end of 2020, it will hit

40Mln Million
Bangladesh Region
Facebook Users
Dhaka has
Over 75%
Facebook Population
of Bangladesh

Source: Facebook
 3 out of 4 Facebook users access
Facebook every day

Source: Dhaka Tribune & iCube

YouTube technically being social
media platform, it is the
SECOND LARGEST
most used social media site in BD
Source: Google 2017 & 2018
 Local contents
are also gaining
popularity
10 Million 4.4
Views Million
Views

Local contents
are also gaining
popularity

18 Million 17 Million
Views Views
Rise of video contents
 Insights for Bangladesh
(AS OF 31st MAR 2020)

All Combined Brands

 Insights for Bangladesh
(AS OF 31st MAR 2020)

Entertainment Celebrities
 Insights for Bangladesh
(AS OF 31st MAR 2020)

Media Community
The Power of PowerPoint - thepopp.com
The Power of PowerPoint - thepopp.com
The Power of PowerPoint - thepopp.com
The Power of PowerPoint - thepopp.com
GOING MOBILE
70%
of world will be
smartphone
users by 2022

Source: Ericsson
 Bangladesh
has over
160 Million+
Mobile subscribers

Source: Google
 35% have
smartphones
Expected to be
80% by 2020
Source: Google
That means Bangladesh is
growing faster than

Europe

Source: Google
That means Bangladesh is
growing faster than

China

Source: Google
That means Bangladesh is
growing faster than

India

Source: Google
Mobile has quickly become an
integral part of our lives

Messaging
Shopping
Learning
Weather
Banking
Reading
Paying
Health
Maps
TV
 Mobile has quickly become an
integral part of our lives
Reading
Learning
Shopping
Paying
Banking TV
Weather
Messaging
Maps Health
 reness For any kind of Campaign, Analyzen
Awa See) follows this core model to create
(Catch/ strategies and evaluate the outcomes.
r a ti on
nsid e nk) To create the initial awareness,
CoConnect/Th i Analyzen uses various tools along with
(
s io n Search Engine Optimization. With the
combinations of these tools like SEO,

v er GDN, Analytics etc. Analyzen has

on / D o)
C (Close vocacy
developed custom Analytical Models
for different brands to reach their goals
which are getting used globally.
Ad
(Continue/Care)

Acquisition
Strategy
 Set
Campaign Setting One or Two Must Win KPIs for Each campaign
Objective

Create Reach, Frequency, Like, Video Views, Site Visits, Search Percentage,
Awareness Fan Count

Comment, Share, Visit Duration, Bounce Rate, Engage Index, CPC,

Engage
CTR, Video Completion rate etc.

Convert % of positive reviews, Repeat Visitors, Coupon Downloads, Store

Them Locator, App Installs

Create
Reviews, Referrals, Volume of Share with Friends etc.
Advocacy

Compare
Create Benchmark, Update from Each Campaign and Redo
and Redo

Acquisition
Strategy
Custom Engagement AD / Category Lightbox Home Page Take Over Ad Interactive Movie Theater Ad

Digital Advertising
Innovation Analyzen made the first Custom
Engagement Ad in Bangladesh for
Samsung which was a massive hit. At the
same time, we came up with the concept
of Home Page Takeover Ad for the first
time in Bangladesh for Vaseline. Not only
that, Interactive Movie Theatre Ad during
interval of the ShowTime of The Avengers
in Bangladesh got a whopping 92%
audience engagement.
 Innovative
Smart Targeting
Analyzen has developed Smart
Targeted advertisements to reach to
the specific niche of consumers.
Among the innovative approaches,
Time Based Video Ads, Video Ad
Push SMS, Interactive IVR and Device
based Ads achieved the most
success.

Time Based Video AD Video AD Push through SMS Interactive IVR Campaign Device Targeted mobile AD
 Area Specific
Targeted
Campaigns

For the first time in Bangladesh, we have

conducted campaigns based on Longitude and
Latitude Targeting for Meena Bazar
 Demographics Affinity
Target your ads based on how well your
AdWords uses a users browsing history,
products and services trend with users in
time on pages visited and then associates
certain locations, ages, genders, and device
an interest category with the users browser
types.
 In-market
Show ads to users who have been searching
for products and services like yours. These
users may be looking to make a purchase, or
have previously made a purchase and could
still be interested enough to interact with your
ads.
Similar audiences
Expand your audience by targeting users with interests related
to the users in your remarketing lists. These users aren't
searching for your products or services directly, but their
related interests may lead them to interacting with your ads.
 Remarketing
Target users that have already interacted with your ads,
website, or app so that they'll see your ads more often. These
users can be in any stage of conversion, as long as they've
visited your site or clicked on your ad before. These users may
even return to complete a purchase.
1 Full funnel solutions
Facebook is your partner at every stage of the consumer journey

Awareness Demand generation Acquisition Transaction

L O YA LT Y

87
 1 Facebook full funnel solutions
Ad solutions across the Facebook family

Awareness Demand Acquisition Acquisition Transaction

generation (Lead Generation) (Mobile App Installs)
2 Drive awareness
CAMPAIGN OBJECTIVE PLACEMENTS BUYING TYPE

Brand Awareness Facebook Reach and frequency

Reach Instagram TRP

Video Views Messenger

Audience Network

TARGETING CREATIVE FORMATS MEASUREMENT

Core Audiences Video Brand Lift

Image Cross-platform brand lift

Carousel Estimated ad recall lift

Learn More

Stories Split testing

Canvas

89
3 Drive store traffic
CAMPAIGN OBJECTIVE PLACEMENTS BUYING TYPE

Store Visits Facebook Auction

(optimise for Store Visits or
in-store sales)
Instagram

TARGETING CREATIVE FORMATS MEASUREMENT

Core Audiences Video Facebook ads reporting

(Offline Conversions API, Store Visits)

Custom Audiences Carousel Conversion Lift

Lookalike Audiences Collection Test and Learn

Attribution
Offline
measurement
partners
Marketing Mix
Modelling (MMM)
Partners
90
4 Generate demand for your products and services
CAMPAIGN OBJECTIVE PLACEMENTS BUYING TYPE

Conversions Facebook Auction

(optimise for Landing Page
Views or Conversions)
Traffic Instagram

Messenger

Audience Network

TARGETING CREATIVE FORMATS MEASUREMENT

Core Audiences Stories Facebook ads

reporting
Lookalike Audiences Video

Carousel

Collection

Canvas

91
5 Acquire high-quality leads
CAMPAIGN OBJECTIVE PLACEMENTS BUYING TYPE

Lead Generation Facebook Auction

(optimise for Leads)

Instagram

TARGETING CREATIVE FORMATS MEASUREMENT

Core Audiences Video Facebook ads

reporting
Lookalike Audiences Carousel
Split testing
Image

Collection

92
6 Acquire high-quality mobile app installs
CAMPAIGN OBJECTIVE PLACEMENTS BUYING TYPE

Mobile App Installs Facebook Auction

(optimise for App Installs,
App Events or value)

Instagram

Messenger

Audience Network

TARGETING CREATIVE FORMATS MEASUREMENT

Lookalike Audiences Video Facebook ads

reporting
Custom Audiences Carousel
Split testing
Stories Conversion Lift

Test and Learn

Attribution

Mobile Measurement
Partners

93
7 Drive transactions for your products
CAMPAIGN OBJECTIVE PLACEMENTS BUYING TYPE

Catalogue Sales Facebook Auction

(optimise for Conversions,
App Events or value)
Conversions Instagram

Messenger

Audience Network

TARGETING CREATIVE FORMATS MEASUREMENT

Lookalike Audiences Video Facebook ads

reporting
Custom Audiences Carousel Split testing

Collection Conversion Lift

Canvas Test and Learn

Attribution

94
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic,
currently as a platform inside the Google Marketing Platform brand.
Dashboard
Thank You