Internship Report on

“The Digital Communication Process Practiced in foodpanda”

Exam ID: 172393

i
 Internship report on

“The Digital Communication Process Practiced in foodpanda”

Prepared For:

Chairman
Internship Placement Committee

Prepared by:
Exam Roll Number: 172393
4th year, 8th semester
Batch Number: 26th, BBA Program
Academic Session: 2016-17

Institute of Business Administration (IBA-JU)

Jahangirnagar University, Savar, Dhaka-1342
Date: February 28, 2022

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17th February, 2022

Chairman
Internship Placement Committee
Institute of Business Administration, Jahangirnagar University

Subject: Submission of Internship Report

Dear Sir,

As a requirement of internship under the BBA program of Institute of Business Administration,

Jahangirnagar University, I would like to submit my Internship Report titled “The Digital
Communication Process Practiced in foodpanda”.

I sincerely hope that this report fulfills the objectives and requirements of my internship and that
it finds your acceptance.

Sincerely,

Exam Roll: 172393

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Declaration

I do hereby declare that the internship report entitled as “The Digital Communication Process
Practiced in foodpanda” has been prepared on the basis of three months Internship activities on
the titled organization and it is an original work done by me.

The report is a unique one which is not submitted to anywhere for any academic purpose. The
data and information which are mentioned here are also collected and organized by myself. I am
solely responsible for any kind of misleading or manipulation of data or information in this
report.

Finally, this report is submitted to the Institute of Business Administration, Jahangirnagar

University for the partial fulfillment of the requirements of the Degree of Bachelor of Business
Administration.

Exam Roll: 172393

Batch: 26th

Academic Session: 2016-17

Major: Marketing

Institute of Business Administration

Jahangirnagar University

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Acknowledgement:

The experiential learning opportunity that I got during my time as an intern was tremendous. I
got to learn about the important role the marketing agencies has been playing in ensuring
successful marketing communication between brands and customers.

I would like to take this opportunity to thank the management team of Asiatic Mindshare
Limited, especially Zarif Hassan, Senior Manager, Digital Media; Protik Deb Amit, Assistant
Manager, Digital Media; Imtiaz Alam, Executive, Digital Media; and Zohora Zannat Midun,
Senior Executive, Digital Media, for providing the much-needed guidance throughout the
internship period and the valuable information for writing this report.

Last but not the least; I would like to express gratitude towards my faculty advisor Palash Saha
sir for guiding me constantly and being extremely cooperative. Much of what I have
accomplished in this period would not have been possible if it weren’t for their constant help and
guidance.

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Executive Summary:
Marketing is a dynamic idea that is always evolving. Following the explosion of the internet in
Bangladesh, the whole marketing industry has steadily shifted toward digital marketing. The
media landscape is evolving at such a quick pace toward digitization that marketers have altered
their marketing strategies to suit. Marketing experts are devising strategies to strengthen their
relationships with clients via the use of digital platforms. Digital platforms enable brands to
engage with their consumers more quickly and easily. The ease with which information can be
obtained has made it simpler for everyone to be informed about what is happening in every part
of the world. This has empowered customers, and marketing professionals must exercise extreme
caution in selecting the appropriate technique for their message. The primary goal of digital
marketing experts is to ensure that the appropriate kind of information is sent to the appropriate
target group in order to foster a stronger client connection. That is why they must precisely target
their market on digital channels. They must give correct information and convey bargains and
offers effectively. Digital marketers must positively engage their target audience with digital
content. This form of contact may occur naturally, however solely organic engagements may fall
short of a brand's intended level of communication reach. As a result, marketing experts invest a
significant amount of money in order to reach the largest number of individuals that fall into the
same target group. Digital marketing improves the efficiency of brand-consumer communication.
Several variables influence the cost of digital marketing communication. These cost determinant
elements are critical to understand since they may result in considerable cost savings for a brand.
Distinct digital marketing platforms use a variety of different cost drivers. This research has
examined the whole digital marketing campaign process of the chosen brand – foodpanda and
how Asiatic Mindshare Limited, as an agency helps the brand achieve its desired goals. The
report also contains the whole process of Asiatic Mindshare Limited’s campaign building
process after getting foodpanda’s brief and how the campaigns are designed. To better
understand that, the report contatins different digital marketing ads and the metrics of the whole
process to understand how the success of each campaign is measured. From this report, it is
evident how a digital marketer can pull off a successful campaign depending on the data
gathered from the dashboard only. Also, the report gives a clear idea on how the insights of a
campaign can be implemented in future campaigns to get better results.

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vii
Table of Contents
Executive Summary:.......................................................................................................................vi

Chapter 01: Introduction..................................................................................................................1

1.1 Background:......................................................................................................................1

1.2 Origin of the Report:.........................................................................................................1

1.3 Objective of the Report:....................................................................................................1

1.3.1 Broad Objective:........................................................................................................1

1.3.2 Specific Objectives:...................................................................................................1

1.4 Rationale:..........................................................................................................................2

1.5 Scope and Limitations:......................................................................................................2

1.5.1 Scope:........................................................................................................................2

1.5.2 Limitations:................................................................................................................2

Chapter 02: Literature Review.........................................................................................................3

2.1 Digital Advertising Spending Growth Globally:...................................................................4

2.2 Digital Marketing Growth in Bangladesh:............................................................................5

Chapter 03: Methodology................................................................................................................7

3.1 Research Approach................................................................................................................7

3.2 Research Design:...................................................................................................................7

3.2.1 Research Instrument:......................................................................................................7

3.2.2 Data Collection and Analysis.............................................................................................7

Chapter 04: Company Overview.....................................................................................................9

4.1 Company Introduction:..........................................................................................................9

4.2 Mission Statement:................................................................................................................9

4.3 Vision:....................................................................................................................................9

4.4 Value Proposition:.................................................................................................................9

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 4.5 Services of Asiatic Mindshare Limited:..............................................................................10

4.5.1 Media Planning:............................................................................................................10

4.5.2 Data Analysis:...............................................................................................................10

4.5.3 Media Buying:..............................................................................................................10

4.5.4 Creative Production:.....................................................................................................10

4.5.5 Competitor Analysis:....................................................................................................11

4.5.6 Community Management:............................................................................................11

4.6 Clients of Asiatic Mindshare Limited:................................................................................11

4.7 SWOT Analysis of Asiatic Mindshare Limited:.................................................................11

4.7.1 Strengths:......................................................................................................................12

4.7.2 Weakness:.....................................................................................................................12

4.7.3 Opportunities:...............................................................................................................13

4.7.4 Threats:.........................................................................................................................13

Chapter 05: Research Findings......................................................................................................14

5.1 Overall Digital Marketing Scenario in Bangladesh:............................................................14

5.2 Current Popular Trends in Digital Marketing in Bangladesh:.............................................15

5.3 Digital Media Campaign Design Process of foodpanda by Asiatic Mindshare:.................16

5.3.2 Different Verticals of foodpanda:.................................................................................16

5.3.3 The Campaign Brief:....................................................................................................17

5.3.4 Decoding the Brief:...........................................................................................................17

5.3.5 Media Planning Pitch:...................................................................................................17

5.4 Digital Media Campaign Execution Process:......................................................................18

5.5 Reporting the Insights of the Campaigns:...........................................................................18

5.6 Implementing the Insights on Future Campaigns:...............................................................18

5.6.1 Analyzing and Implementing insights of the lead campaign:......................................18

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5.7 Platforms Explored by foodpanda through Mindshare:.......................................................20

5.7.1 Facebook:......................................................................................................................20

5.7.2 Local News Portals:......................................................................................................21

5.7.3 TG-Based App Targeting:............................................................................................22

5.7.4 Sponsorship in OTT Platforms:....................................................................................22

5.7.5 Influencer Marketing:...................................................................................................23

5.7.6 Tiktok:...........................................................................................................................24

5.8 Key Metrics that determine the costs of the campaigns:.....................................................24

5.8.1 Impression:...................................................................................................................24

5.8.2 Clink Clicks:.................................................................................................................25

5.8.3 Post Engagements:........................................................................................................25

5.8.4 Video Views:................................................................................................................25

5.8.5 Reach:...........................................................................................................................25

5.8.6 Leads:............................................................................................................................25

5.9 Types of Facebook ads:.......................................................................................................25

5.9.1 Static Image ads:...........................................................................................................26

5.9.2 Video ads:.....................................................................................................................26

5.9.3 Carousel ads:.................................................................................................................26

5.9.4 Collection ads:..............................................................................................................26

5.9.5 Lead ads:.......................................................................................................................26

5.9.6 Message ads:.................................................................................................................26

5.9.7 Stories ads:....................................................................................................................27

5.10 Types of Google Ads:........................................................................................................27

5.10.1 Search Ads:.................................................................................................................27

5.10.2 Display Ads:...............................................................................................................27

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 5.10.3 Video Ads:..................................................................................................................27

5.10.4 App Ads:.....................................................................................................................28

5.11 Evaluation of the Insights:.................................................................................................28

Chapter 06: Conclusion.................................................................................................................29

References:....................................................................................................................................30

Appendix:......................................................................................................................................32

Table of Figures:
Figure 1: Digital advertising spending from 2019 to 2024..............................................................5
Figure 2: Clients of Asiatic Mindshare Limited............................................................................11
Figure 3: SWOT analysis of Asiatic Mindshare Limited..............................................................12
Figure 4: Current Scenario of Digital Marketing in Bangladesh...................................................14
Figure 5: Key Factors of Digital Marketing in Bangladesh..........................................................16
Figure 6: Lead generation graph of foodpanda from July'21 to Dec'21........................................19
Figure 7: Region-wise leads and conversion rate breakdown.......................................................19
Figure 8: Results from implementing the insights.........................................................................20
Figure 9: Facebook Promotions of the Cloud Kitchens.................................................................21
Figure 10: Pop-up Banner in Prothom Alo and Dainik Ittefaq......................................................21
Figure 11: In-App Banner Ads......................................................................................................22
Figure 12: Sponsorship in Rabbithole and Zee5............................................................................23
Figure 13: Influencer Marketing by foodpanda.............................................................................23
Figure 14: Tiktok Partnership by foodpanda.................................................................................24

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List of Abbreviations:
CPC: Cost per result

CPM: Cost per thousand impressions

CPV: Cost per view

CTR: Click through rates

CPE: Cost per Engagement

CPL: Cost Per Leads

SEO: Search Engine Optimization

SERP: Search Engine Results Pages

DSP: Distributor Service Provider

TG: Target Group

OTT Platform: Over the top platform

ATL: Above the Line

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Chapter 01: Introduction
1.1 Background:
Marketing is a constantly shifting part of the company. Digital marketing is growing in
popularity as the internet spreads around the globe. To stay in touch with their target audience,
almost all successful companies have a strong online presence. In today's commercial world,
there is no other instrument as potent as the internet. Digital platforms allow brands to engage
directly with their customers without the need for a physical presence, which saves them time
and effort. Digital platforms allow brands to quickly target their customers. To reach their
intended audience, they might make use of sponsored marketing. As a result, consumers are
more likely to remember and associate their product with the company. All they have to do is
designate the age and interests of their intended audience, and then certain search trends and
digital platforms make it possible for them to connect with them. Digital marketing is a must-
have for all contemporary companies. Their ads aren't all enhanced equally. The amount of
money they spend on digital marketing might be influenced by a variety of factors, including the
kind of advertising they run and the type of business they represent.

1.2 Origin of the Report:

This report was written as part of the internship requirement for the BBA Academic Program at
Institute of Business Administration, Jahangirnagar University. The internship program provided
a 12-week organizational attachment at Asiatic Mindshare Limited. This attachment exposed and
educated about the business processes of our country's leading marketing firm. All of the lessons
learned have been included into this report in order to accomplish the study's goals.

1.3 Objective of the Report:

1.3.1 Broad Objective:
The broad objective is to understand the detailed process of digital marketing communication
practiced in Bangladesh.

1.3.2 Specific Objectives:

Following the aim, the objectives of the internship report are –

1. To understand the determinants that add value to the costs of digital marketing

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 2. To explore the current scenario of digital marketing in Bangladesh
3. To understand how the insights of a digital campaign is implemented in future campaigns

1.4 Rationale:
Foodpanda has been marketing its products in the digital media for quite a while now. And so,
digging deep into the process of how the digital media plan starts from the scratch gives
the stakeholders an idea about the whole process and learn from it. Also, as digital marketing is a
relatively emerging business, this study provides significant insights for stakeholders, instructors,
and students in the academic setting, as well as the stakeholders, because it provides numerous
learning opportunities and potential for additional research. The results of the research will also
be valuable to Asiatic Mindshare Limited's administration, who will be able to utilize them in
their future planning and company development operations.

1.5 Scope and Limitations:

1.5.1 Scope:
The report was done by collecting primary data through doing a survey of twenty professionals
from Asiatic Mindshare Limited and foodpanda.

1.5.2 Limitations:
 Majority of the data source is from online sources. And for this reason, some of the issues
or situations might not explain the current situation of Bangladesh appropriately.
 Clients or point of contacts do not necessarily share company information due to
confidentiality.

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Chapter 02: Literature Review
In today's technology-driven world, social networking sites have become a vehicle for merchants
to reach a broader audience with their marketing initiatives. Brock (2019) describes social media
marketing as "establishing a relationship between companies and customers, [while] providing a
personal channel and currency for user-centered networking and social engagement." With the
advent of social media, the tools and tactics for connecting with consumers have changed
dramatically; as a result, companies must learn how to utilize social media in a manner that is
compatible with their business strategy (Chaffey et al., 2015). This is particularly true for
businesses seeking a competitive edge. This study evaluates the existing body of knowledge
about the development and usage of social media as an extension of a retailer's marketing
strategy. Because this phenomenon emerged only in the last decade, research on social media has
primarily focused on (1) defining what it is through the explanation of novel terminology and
concepts that form its foundations, and (2) examining the impact of a company's integration of
social media on consumer behavior.

Social media has progressed beyond merely being a means for users to communicate with their
family and friends. It has evolved into a resource for consumers to learn more about their
favorite businesses and the products they sell. Marketers and merchants are using these sites to
expand their reach and offer customers a new way to purchase. "As a result of technological
advancements such as the introduction of strong search engines, sophisticated mobile devices
and interfaces, peer-to-peer communication vehicles, and online social networks, marketers'
capacity to contact customers via additional touch points has expanded" (Holdren, 2012). It is
critical for merchants and marketers to understand the elements that influence customer attitudes
and motivations, since people are increasingly producing material about brands, a function that
was formerly monopolized by businesses (Hossain, 2022). As a consequence, current study has
explored the factors that influence consumer attitudes and motivations when it comes to social
networking platforms. Holdren (2012) investigated the relationship between Facebook brand-
related group membership, advertising reactions, and psychological characteristics such as self-
disclosure and opinions among Facebook group members and non-members. According to the
research, people who are members of Facebook groups are more likely to expose their personal
information than nonmembers. Brock (2019) notes that group involvement and engagement with

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online advertisements demand a greater degree of personal information since users publicly
disclose their affiliations to Facebook groups and promote businesses or items when they
forward advertisements to their friends. "Facebook groups and the sharing of viral information
about businesses offer routes that consumers find beneficial when pursuing self-status in a
product area" (McLean & Ahmad, 1989). Rahman (2015) also discovered that members of
Facebook groups had a more favorable attitude about social media and advertising, and are more
inclined to join a brand or retailer's Facebook group to receive promotional messages. Rahman
(2015) believes that there is a correlation between consumers' usage of and involvement in group
apps on social media sites based on this finding. Consumers' usage and engagement with group
apps has an impact on the frequency and efficacy of advertising on social media platforms,
notably Facebook. According to Hossain (2022), college-aged Facebook users have the most
favorable attitudes toward social media advertising and are the fastest growing demographic,
implying that social media sites are a particularly valuable platform for online marketing
campaigns, particularly for businesses targeting a younger demographic.

2.1 Digital Advertising Spending Growth Globally:

Global digital advertising expenditure was estimated to reach 378.16 billion US dollars in 2020,
growing rather than declining from the 2019 level, notwithstanding the economic effect of the
covid-19 epidemic. Advertising may make use of nearly any kind of media to accomplish its
objectives. Advertisers have targeted print, television, radio, cinema, outdoor, mobile, and digital
mediums. Since 2010, global advertising expenditure has been steadily growing, and is expected
to reach approximately 650 billion US dollars in 2021 (Yamin, 2017). Due to technological
advancements and customer preferences, not all channels get the same level of investment. By
2020, the internet was expected to be the most significant channel for marketers, accounting for
51% of all media advertising spending. Internet spending is expected to increase 15.4 percent in
2021 ("Global digital advertising market 2024 | Statista", 2022).

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 Figure 1: Digital advertising spending from 2019 to 2024

Source: ("Global digital advertising market 2024 | Statista", 2022)

Worldwide, digital advertising expenditure – which includes both desktop and laptop computers
and mobile devices – was predicted to reach 378 billion US dollars in 2020. This sum is expected
to continue growing in the future years, reaching a total of 646 billion dollars in the United States
by 2024 ("Global digital advertising market 2024 | Statista", 2022). Mobile internet advertising is
a highly consolidated segment of the digital advertising market. Spending on mobile internet
advertising is expected to grow from 276 billion dollars in 2020 to approximately 495 billion
dollars in 2024 ("Global digital advertising market 2024 | Statista", 2022). According to this
trend, mobile advertising expenditure in the United States is also expected to increase in the next
years. Between 2019 and 2020, mobile advertising expenditure in the United States is expected
to almost treble.

2.2 Digital Marketing Growth in Bangladesh:

Without a question, digital media has a distinct advantage over conventional media in terms of
attracting clients at a lesser cost. Using its massive user base and technology, this non-traditional
medium is able to rapidly reach out to and expose target consumers to advertising. And it is this
advantage that has resulted in the media, a by-product of digitalization, being enormously
popular around the globe. It would be a grave error to believe that only large corporations
advertise on digital media. Indeed, small businesses devote a disproportionately greater share of
their marketing expenses on digital marketing. Along with digital service providers, a variety of
small and large businesses, including those with services limited to specific neighborhoods, are

5
attempting to reach out to clients via digital platforms. Rather than enquiring about who is
participating in this contemporary technique of marketing, we should enquire about who is not.
The government receives 15% VAT plus an additional 4% advance tax on all advertisements in
local mass media ("Digital Marketing in Bangladesh, current trends in 2020", 2022). When
advertising on digital sites, it is feasible to avoid this fee. Bangladesh today has a plethora of
digital service enterprises that devote their whole advertising budget to digital media. Among
them are corporations that spend the whole of their budgets on foreign digital platforms, never on
domestic ones. Certain ride-sharing and e-commerce enterprises are transferring funds to
Facebook, Google, and other digital platforms from abroad, despite the fact that their whole
advertising campaign is targeted at certain age groups or regions in Bangladesh.

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Chapter 03: Methodology
3.1 Research Approach
The research is qualitative to understand the detailed process of digital communication process
practiced in Bangladesh and how foodpanda practices digital marketing in its day to day life..
The research is useful to understand the detailed process of a digital campaign and how it
actually affects the online branding of the brand.

3.2 Research Design:

The research was designed in a descriptive way. The report is prepared considering the time
needed to address the key questions and then, collect data and information accordingly. After the
selection of the topic, 10 days were allocated to research about the problem and collect relevant
data regarding digital marketing. After that, 5 days were allocated to analyze the problems and
come up with the right questions to guide the discussion topic. Then, 5 days were allocated to
reach out to the respondents and record their responses. And lastly, 10 days were allocated to
accumulate all the data collected from research and survey responses to complete the report. One
brand is selected to understand the whole digital marketing communication process that is
handled by Asiatic Mindshare Limited. The selected brand for the report is – foodpanda.

3.2.1 Research Instrument:

3.2.1.1 Discussion Guide:
A survey is prepared for the marketing professionals of the selected organization to better
understand their perspective on digital media and how it works for their brand. This survey is
helpful to get some valuable insights on the digital marketing process of the brand and the
agency’s involvement in it. The survey helped to get some important information on how the
whole process of digital media buying is executed from Asiatic Mindshare’s end.

3.2.2 Data Collection and Analysis

The research is based on both primary and secondary data. To make the research findings
flawless, there will be a survey consisting of minimum twenty digital marketing professionals to
better understand the insights and process of the digital marketing process of foodpanda. The
survey is done to understand the perspective of digital marketing from the client’s and the
agency’s end. The twenty people are selected on the basis of their involvement in the digital
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marketing process from foodpanda and Asiatic Mindshare’s end. From foodpanda’s end, the
survey will be done to understand what they think how digital marketing affected their brand and
from Asiatic Mindshare’s end, the survey will be done to understand how unique and innovative
approaches can be used to make the process better for foodpanda. The data is collected online by
providing the survey links to the professionals. As Asiatic Mindshare Limited is the digital
media partner of foodpanda, the campaign briefs, executions, performance, and the whole
outcome of a particular campaign can be collected through company resources. This will help us
understand the detailed digital campaign process of foodpanda and how the campaign is adding
value to the company’s online branding.

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Chapter 04: Company Overview
4.1 Company Introduction:
Mindshare, a prominent worldwide media firm, is using innovative techniques to provide
customers with an 'end to end media solution' that maximizes the return on their media
expenditure. Asiatic Mindshare entered the Bangladesh market in June 2001 as a joint venture
between MindShare World and Asiatic MCL, one of the country's major advertising agencies
("Mindshare Bangladesh", 2022). Since then, it has impacted local media landscapes and, of
course, their customers' media investments. It is the first of its sort in Bangladesh, as it is a full-
service media planning, purchasing, and research organization. It serves as a catalyst for media
study in Bangladesh's media market.

4.2 Mission Statement:

Keep evolving in size and dimension and provide complete solutions to your communication needs in
ever-changing landscape.

4.3 Vision:
To create a work culture that inspires us to be curious, stay hungry and motivated so that we can create
extraordinary ideas that people would love to spend time with.

4.4 Value Proposition:

Asiatic Mindshare Limited focuses on three values which are – Team, Speed and Provocation.
Teamwork is a key value of Mindshare. Asiatic Mindshare Limited's success is due to an
extraordinary spirit of collaboration. They want to accomplish several milestones by working as
a cohesive team. It is the secret component in the success of any enterprise. Their shared
objectives, mutual understanding, and teamwork are what maintain them a step ahead of the
competition. Each team member may brainstorm and begin numerous conversations in
Mindshare to propel initiatives forward ("Mindshare Bangladesh", 2022). Collaboration is what
builds solidarity and a sense of belonging among the purple people. They believe in efficient and
effective work. Asiatic Mindshare is committed to resolving issues quickly and providing
solutions to customers. Asiatic Mindshare Limited believes in encouraging individuals to be
creative, in encouraging individuals to recreate the rules, and in stimulating creative thinking.

9
4.5 Services of Asiatic Mindshare Limited:
As mentioned before, Asiatic Mindshare Limited is considered to be a 360-degree solution for
advertising. Mindshare offers the best mix of different medias for its clients. The clients also
actively participate and provide feedbacks to better the understanding and relationship among
both the partners. The services of Asiatic Mindshare Limited are explained briefly below.

4.5.1 Media Planning:

Different clients have different preference of media where they want to explore or see their
brands. And so, Asiatic Mindshare plans its clients’ media behavior depending on which
platform can actually bring the clients their desired result. There can be ATL media planning
where Mindshare plans which TV channel to go to and for how many minutes. There are
different slots available for each minute in TV and Mindshare also plans which slots can be
useful for each client. Like ATL, digital media can also be planned depending on which platform
to explore such as – Facebook, Google, or YouTube and why the chosen platform will actually
bring good results.

4.5.2 Data Analysis:

When Mindshare has to plan the media for its clients, it is mandatory to do market research and
analysis to find out what actually works for the industry. Innovating and exploring new ideas can
only be done if the data researched are properly analyzed.

4.5.3 Media Buying:

When the media plan gets approved, Asiatic Mindshare Limited leverages consumer reaction
data and the appropriate marketing budget to assist clients in maximizing brand exposure. In
digital, Mindshare runs Facebook Campaigns, Google Display Banners, YouTube video ads, etc.
to utilize the marketing spend wisely and get the desired result.

4.5.4 Creative Production:

Asiatic Mindshare has a full set of dedicated employees to develop and create lucrative creatives
for the clients. From TVC production to digital media banner, everything is created by
Mindshare to give the clients proper services.

10
4.5.5 Competitor Analysis:
Asiatic Mindshare does an in-depth competitor analysis to figure out what the competitors of the
clients are doing in different platforms. This analysis helps Mindshare to come up with
something new and better to drive an innovation in the campaigns.

4.5.6 Community Management:

Mindshare has a whole client servicing department to understand all the queries and questioned
raised by the clients. The client servicing team basically works like an intermediary between the
clients and the media planners. They ensure that the clients are happy with the planned media
and the execution.

4.6 Clients of Asiatic Mindshare Limited:

Asiatic Mindshare Limited has almost over 100 clients in the country. Because of the clients’
satisfaction level, the agency is acquiring more and more clients every day. Some of the
noticeable clients of Asiatic Mindshare Limited are shown below –

Figure 2: Clients of Asiatic Mindshare Limited

4.7 SWOT Analysis of Asiatic Mindshare Limited:

Strengths are the characteristics that an organization excels in and that aid it in achieving its
objectives. No matter how strong a company is, there is always room for improvement. The trick
is to balance out the flaws or to transform them into strengths. Opportunities are the variables
that can be transformed into the company's benefits or strengths. Not all uncontrolled variables

11
work in a marketing agency's benefit. Certain aspects will always offer risks, since a marketing
firm operates on the basis of research and forecasting. The SWOT analysis of the company is
provided below –

Figure 3: SWOT analysis of Asiatic Mindshare Limited

4.7.1 Strengths:
Asiatic Mindshare Limited is known for its global marketing competence. Asiatic Mindshare
Limited is committed to providing customers with high-quality goods in a timely manner. They
are always attempting to leverage the quality and bring them all the honors. Additionally, they
create a fantastic atmosphere for workers to learn. Employees may efficiently and on-the-job
learn the media business from the industry's finest. Asiatic Mindshare Limited created their own
marketing strategies and technologies. Their effective and innovative marketing technologies
enable them to target more precisely and purchase media slots more aggressively than anybody
else.

4.7.2 Weakness:
Asiatic Mindshare Limited requires a high number of staff due to the nature of the task. As a
consequence, workers' total compensation is poor. Finding an employee that is enthusiastic about
their work is a time-consuming procedure. Other workers are required to work overtime to
compensate for the vacancy. This causes employee dissatisfaction and reduces their overall

12
productivity. Each section is interconnected. If one department does not do its duties adequately,
the whole system collapses.

4.7.3 Opportunities:
Asiatic Mindshare Limited's opportunity is all about using uncontrolled events to their
advantage. Asiatic Mindshare positioned them in the market in such a manner that they
immediately come to mind when people think about media agency. This role affords them the
most prospects. Asiatic Mindshare Limited continues to operate in the event of an economic
downturn or a decline in the sales of a brand. Because brand managers grow frantic to enhance
product sales, and Asiatic Mindshare Limited has established itself as the number one media
agency in Bangladesh, brand managers inevitably knock on Asiatic Mindshare Limited's door.
Additionally, interest in media agencies is increasing significantly, creating an excellent potential
for Asiatic Mindshare Limited.

4.7.4 Threats:
Asiatic Mindshare Limited faces new and rising competition. Easy access to information has
enabled new indigenous agencies to excel in the media industries. Another danger to Asiatic
Mindshare Limited is the improved acquisition of talent by local agencies. Increased competition
has resulted in a decrease in the market price of media items. Reduced profit margins are a
significant impediment to offering the highest possible quality goods and services.

13
Chapter 05: Research Findings
5.1 Overall Digital Marketing Scenario in Bangladesh:
In recent years, Bangladesh's information and technology industry has witnessed a dramatic
transformation. The usage of computers, smartphones and the internet has increased
dramatically, and it is doing so at a breakneck speed. Due to its cost-efficiency and speed, digital
advertising has become the most popular method of direct marketing. Bangladesh has taken
advantage of the latest digital marketing trends. Many young entrepreneurs are pursuing a career
in digital marketing because of the simplicity of entry into the field. Their abilities have been
bolstered by the open flow of knowledge. There are a lot of digital marketing organizations out
there right now, and they're all working hard to promote their clients' businesses in innovative
ways to their target audiences. A fierce competition exists in Bangladesh in this digital marketing
industry. It is a constant battle between digital marketers to find the best offers for their brands.
As a result, marketers must continually be abreast of the most recent developments in the global
digital marketplace. Increasing usage of the internet, mobile phones, online banking, lifestyle
changes, and the movement of workers to other nations are making Digital marketing more
promising in the country. In Bangladesh, there are a number of worldwide marketing firms, such
as Asiatic Mindshare Limited and Grey Advertising Limited, among others. However, there are a
few domestic firms that are doing very well. Analyzen, Potato Digital, and Magnito, FCB Bitopi
are just a few instances of this kind of firm.

Figure 4: Current Scenario of Digital Marketing in Bangladesh

Source: ADN Digital Network

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An ADN Digital poll found that more than 157 million of the country's 167 million residents use
cell phones ("Future of Digital Marketing In Bangladesh - ADN Telecom", 2022). More than 91
million people in the United States are regularly connected to the Internet. Many individuals use
social media on a regular basis. In this survey result, it is quite evident that the digital marketing
scenario in Bangladesh is on the rise now. In Bangladesh, influencer marketing is booming.
Influencer marketing is becoming increasingly popular as a means of promoting goods. The
amount of money being spent on digital marketing is increasing at a fast pace. Achieving success
in digital marketing requires that the correct messages be delivered in the right way to the right
audience. A combination of conventional and digital marketing may be necessary for some of
these strategies.

5.2 Current Popular Trends in Digital Marketing in Bangladesh:

Digital Marketing in Bangladesh is evolving at a breakneck pace, thanks to a rapidly expanding
population of internet users and low-cost tactics. From Facebook and Instagram to YouTube and
other social media platforms like Snapchat, corporations are increasingly investing in digital
media. As a result of its potential to generate more qualified leads, increase revenue, improve
profitability, and ensure a company's long-term viability in a competitive market, internet
marketing has recently become the preferred marketing approach. A wide range of occupations
are being created in the field of digital marketing. As a group of web designers and social media
consultants and content developers and graphic designers work together to develop innovative
marketing concepts, the result is a powerful marketing campaign for the company. The need for
digital marketing specialists in Bangladesh is on the rise, which is creating additional
opportunities for the younger generation. The importance of digital marketing in Bangladesh
may be attributed to a number of different things.

15
 Figure 5: Key Factors of Digital Marketing in Bangladesh

Source: ("Digital Marketing in Bangladesh, current trends in 2020", 2022)

Until recently, the internet was considered a privilege available only to the well-off and highly
educated. As you can see, things are rapidly changing. As the cost of the internet has decreased,
even those with low levels of education are accessing it. People with little or no education are
now able to communicate and interact, thanks to the recent surge in video content.

Bangladeshi moms, in particular, are increasingly reluctant to shop in a crowded mall because
they don't want to spend their time ("Digital Marketing in Bangladesh, current trends in 2020",
2022). Mobile payments and cash on delivery have grown widely accepted despite the fact that
most people do not have access to credit cards.

5.3 Digital Media Campaign Design Process of foodpanda by Asiatic

Mindshare:
Foodpanda is the leading food-delivery platform in Bangladesh. Being the market leader,
foodpanda always wants to stay in top of mind of the audiences. To stay in the audiences’ top of
mind, foodpanda spends highly in digital media platforms. The whole campaign design will be
explained thoroughly in the report.

5.3.2 Different Verticals of foodpanda:

Foodpanda has established themselves as the leading food delivery company. And that is why,
now they are tapping into other verticals to expand their business opportunities. Asiatic

16
Mindshare handles all these verticals of foodpanda and designs the digital marketing campaign
for the brand. The major verticals of foodpanda as of February 2022 are – Restaurants,
Pandamart, and Cloud Kitchens.

All these verticals are handled by different points of contacts in the company and so the briefs,
budgets, and media buying processes are completely different. The foodpanda team in
Mindshare, hence, is divided in three verticals to decode the brief of the assigned verticals and
then come up with the media plan. All the campaign briefs are done by month-on-month basis
which means Asiatic Mindshare plans the digital media after getting the brief each month.

5.3.3 The Campaign Brief:

The campaign brief is the most important element of a campaign design process. This is because
the whole media plan is based on what the brief was about. The brief contains the budget and
audience foodpanda wants to target. It also includes the message foodpanda wants to deliver for
that particular month. In the brief foodpanda mentions what they require from that month’s
campaign and how they want to achieve it. They ask the agency to come up with the media plans
and innovations that can be done to be on top of mind of the audiences.

5.3.4 Decoding the Brief:

Asiatic Mindshare, as an agency, does not directly design or plan the campaign rather the agency
tries to decode the brief and get consumer insight to understand what strategic direction can be
good for the brand itself. And then, the Mindshare team comes up with the media planning
strategies surrounding the strategic direction.

5.3.5 Media Planning Pitch:

The whole media planning is not only on the hands of Asiatic Mindshare Limited. The agency
needs to present and defend the plans it came up with so that the foodpanda team understands the
worth of the different campaigns that being suggested. For example, as foodpanda wants to stay
on top mind of the audiences, Mindshare suggested to be in top local news portals where the
digital pop-up banners of foodpanda will appear. Now, Mindshare needs to defend the idea by
backing it up with data and previous results like the CTR, impression, clicks of the previous
campaigns.

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5.4 Digital Media Campaign Execution Process:
After the approval of the plan by the media managers from foodpanda’s end, the Mindshare team
starts executing the plan. If the plan includes Facebook campaigns, the Mindshare team promotes
the posts or creates a campaign according to the mentioned objective of the campaign in the
media plan. If the campaign includes Google search ads, the Mindshare team comes up with the
headlines and description panel to make the search ad lucrative enough to generate more clicks.
There are other different ways of promoting the campaigns which will be explained in the latter
part of the report.

5.5 Reporting the Insights of the Campaigns:

The Facebook and Google dashboard is designed in a way that helps the advertisers generate the
reports properly by seeing the desired metrics. The advertiser can customize the column to see
the desired result and then extract the report to compare the results of the campaign. The results
can be extracted by breaking them down day-wise, week-wise or month-wise. The report can
also be generated by dividing the results according to their delivery. The dashboard shows the
results based on gender, age, region or country, etc. This helps the advertiser to get proper
insights on which campaign actually performed well and why to create a more successful plan
the next month.

5.6 Implementing the Insights on Future Campaigns:

The main reason to extract the reports or finding the insights is to understand what and how the
ads are performing and how Asiatic Mindshare can implement the learning in the future
campaigns.

5.6.1 Analyzing and Implementing insights of the lead campaign:

The lead campaign of foodpanda started back in July 2021. The objective of this campaign was
to collect vendor leads for four different verticals of foodpanda which are – restaurant,
Homechef, shops, and pandago. In spite of generating more leads each month, the lead
generation was going downward on month-on-month basis which was a major concern.

18
 Leads Generation
9,000
7,749
8,000
7,000
6,000 5,541
5,000 4,731
3,981 3,868
4,000 2,973
3,000
2,000
1,000
-
Jul'21 Aug'21 Sep'21 Oct'21 Nov'21 Dec'21

Figure 6: Lead generation graph of foodpanda from July'21 to Dec'21

Source: foodpanda-Mindshare ad account dashboard

One of the key reasons behind this decline was the limited number of audiences per verticals and
the audience number was only decreasing as the lead submitters were excluded constantly.
However, to prevent the declining number of leads, Asiatic Mindshare did a detailed analysis
based on the insights gathered from the dashboard.

Figure 7: Region-wise leads and conversion rate breakdown

Source: foodpanda-Mindshare ad account dashboard

From this detailed analysis, Mindshare tried to find out which region was performing the best in
terms of leads and conversion rate. Although Dhaka was generating the maximum number of
leads, Chittagong had the highest conversion rate which meant it was more practical to spend
more budget in Chittagong to generate maximum leads. Previously, Mindshare let Facebook
optimize the ad-sets and spend wherever needed, but, after analyzing this insight, Mindshare
proposed to take the control from Facebook and set the budgets in ad-set levels to spend in
Dhaka and Chittagong equally to get more leads.

19
 Figure 8: Results from implementing the insights

Source: foodpanda-Mindshare ad account dashboard

After implementing the budgets ad-set wise, the results were astonishing. By taking the control
from Facebook and allocating the budget region-wise depending on the conversion rate, it
generated more leads for all the verticals. This is how valuable insights can be implemented to
get the best results from a campaign.

5.7 Platforms Explored by foodpanda through Mindshare:

Apart from Facebook and Google, foodpanda explores different digital platforms to be on top of
mind of the audiences. Facebook and Google are the major platforms used by foodpanda along
with other platforms like – fixed buy in local news portals, display banners by other DSP
platforms, innovation through influencer marketing, etc.

5.7.1 Facebook:
As foodpanda is an international brand so the Facebook and Google campaigns of the major
verticals are handled by the global team. However, other innovations like content partnerships,
display banners through different DSP platforms, influencer marketing etc. are handled by
Asiatic Mindshare. Mindshare only handles the Facebook buying of Cloud Kitchens as of now.
The major cloud kitchens under foodpanda are – Jackson’s Fried Kitchen, Fries and More, and
Ek Cup Cha. These cloud kitchens are newly launched and so the main campaigns were for
brand awareness.

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 Figure 9: Facebook Promotions of the Cloud Kitchens

For cloud kitchens, the main objective in 2021 was to aware people of the cloud kitchen brands
and make them like the pages. So, the majority of the campaigns were run in Page Like
objective. But from 2022, the cloud kitchens are more focused towards reaching people and
engage with them. And so, they are basically focusing on highlighting the products in their page.

5.7.2 Local News Portals:

Local online news portals like Prothom Alo, Daily Star, Kaler Kantho are very popular platforms
to promote a brand’s products. As foodpanda desires to be on top of mind of the audiences, there
are regular pop-up banners of foodpanda promoted in these local ad formats.

Figure 10: Pop-up Banner in Prothom Alo and Dainik Ittefaq

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These banners are bought in a fixed-buy format where the news portals share the hourly rate of
the pop-up banner. Asiatic Mindshare plans how many days to promote in the selected news
portal and for how many hours. The planning is depended on the allocation of budget fixed by
foodpanda. For example, Prothom Alo charges BDT 13,000 hourly for a welcome banner. And
so if foodpanda wants to be seen 4 hours for two days per week, they have to spend BDT
416,000 (13000x4x8) only in Prothom Alo.

5.7.3 TG-Based App Targeting:

Through local DSP platforms, Asiatic Mindshare can target the apps that are used by
foodpanda’s target audience. And so, to be always available in people’s mind, foodpanda aspires
to target different apps that will show in-app banners to the audiences. The apps targeted can be
SHAREit, IMO, Truecaller, etc.

Figure 11: In-App Banner Ads

The local DSPs like AdPlay, Adbliv, SmartVoice share their CPM rate with Asiatic Mindshare
and the Mindshare team finalizes the best deal for foodpanda that can bring the best results. The
selection of the DSP also depends on the detailed reports that they can share after the end of the
campaign because it helps Mindshare to understand if the campaign was actually successful.

5.7.4 Sponsorship in OTT Platforms:

Apart from other promotions, Asiatic Mindshare handles the sponsorship of foodpanda in
different OTT platforms. With technology being advanced in Bangladesh, the users of different

22
streaming and OTT platforms have increased highly and to sponsor these platforms has brought
high brand awareness for foodpanda.

Figure 12: Sponsorship in Rabbithole and Zee5

These campaigns are also run in a fixed-buy format. The platforms share their sponsorship rate to
Asiatic Mindshare and the Mindshare team negotiates to get the best deal for foodpanda. In
recent times, foodpanda was one of the sponsors of Rabbithole for streaming BPL matches.
Cricket matches being highly popular in the country, it brings a high impression for the brand.

5.7.5 Influencer Marketing:

In the last two years, influencer-based marketing has increased highly. And to promote the
brand’s products through the influencers has become a recent trend. As the influencers mainly
influence the lifestyle of their fans and followers, it becomes relevant for foodpanda to target the
influences’ audiences to be in top of mind their followers.

Figure 13: Influencer Marketing by foodpanda

23
The influencers are managed and paid by the Mindshare team where they try to negotiate the best
deal for foodpanda. The influencers post images, videos, and stories ordering from foodpanda
and let their followers know about the latest offers available in foodpanda.

5.7.6 Tiktok:
Tiktok is an emerging platform where all the brands now want a presence. And the best way to
get popular in Tiktok is by following trends. So foodpanda actually sponsors different food
bloggers to join a trend by using their hashtags.

Figure 14: Tiktok Partnership by foodpanda

Asiatic Mindshare finds the best food blogger that will go with the content and finds the best
deal for foodpanda. The Mindshare team also comes up with the relevant trend that foodpanda
can tap into to be present in the audiences’ minds all the time.

5.8 Key Metrics that determine the costs of the campaigns:

As mentioned above, each campaign has different objectives and the objectives are decided by
proper communication of the foodpanda and Mindshare team. The Mindshare team needs to be
aligned from foodpanda’s end to understand what results they want from a specific campaign.
And so, the success of each campaign depends on the objective it was promoted in.

5.8.1 Impression:
Impression is the number of times people actually see the ad. One person can see the ad three
times daily and that will be count as three impressions. And so, the number of times, one ad is
viewed by the target audience is known as the impression number of that campaign. The buy
type of impression is CPM which means Cost per Thousand Miles. If the budget of the campaign

24
is high, CPM increases. The cost actually determines if the campaign was successful because it
shows that in low cost per result Mindshare brought the maximum results.

5.8.2 Clink Clicks:

In traffic campaigns, the most important metric is the clicks generated through the ad. The more
the number of clicks, the more successful the campaign is. The buy type of the traffic campaigns
is measured by CPC (Cost per Clicks) and CTR (Click Through Rates).

5.8.3 Post Engagements:

If the campaign is run in an engagement objective, the amount of people engaged in the posts
promoted is considered as the result of the campaign. The buy type of the engagement campaigns
is CPE (Cost per Engagement).

5.8.4 Video Views:

Video ads can be of different types. In YouTube there are In-Stream Skippable ads, In-stream
non-Skippable ads, 6-seconds Bumper ads, etc. In Facebook there are Instream Skippable and
non-Skippable ads. So, the audiences can not engage with the video, and so the views of the
videos are counted as the result of the campaigns. The buy type of this objective is CPV (Cost
per Video Views).

5.8.5 Reach:
In awareness campaigns, the amount of people got uniquely reached through the campaigns is
known as the reach of that campaign. But the result of the campaign is measured by the
impression number and so, the buy type is CPM.

5.8.6 Leads:
If the campaign is set to collect leads, there is a form created in the ad and the audience can visit
the form by clicking the ads. Filling up a form is considered as one lead for the campaign. The
buy type of this campaign is CPL (Cost per Leads).

5.9 Types of Facebook ads:

In Facebook, there are different ad types. All ad types have different results and different
metrics. There can be static images, video ads, message ads, carousel ads and many more ad
types that can be used in the campaigns.

25
5.9.1 Static Image ads:
One can get started with Facebook paid advertising with these easy advertisements. With just a
few clicks, the advertiser can make one by adding a picture from your Facebook Page to an
existing post. There is nothing wrong with basic image advertising, but they do not have to be
dull.

5.9.2 Video ads:

It is possible for Facebook adverts to show in the News Feed and Stories as well as in lengthier
Facebook videos. Video commercials, like picture ads, may also be inventive in their approach.
Advertising videos do not have to be made from scratch with a video camera (Hossain, 2022).
Advertisers may also use animations or GIF-like images to draw viewers in and explain their
deals.

5.9.3 Carousel ads:

There may be ten pictures or videos in a single carousel advertisement. Using this style, the
marketer may showcase the many advantages of a product or several items, or even combine all
the photographs to create a panoramic image. This means each picture or video may be linked to
through its own unique URL.

5.9.4 Collection ads:

Customers may click on any of the five pictures or videos to purchase a product or service in
these Facebook sponsored advertising, which are exclusively available on mobile devices.
Collection advertising work in tandem with Instant Experiences (more on them below) so that
customers may purchase the goods without ever leaving Facebook. People may now purchase
online while they're on the move thanks to this feature.

5.9.5 Lead ads:

Mobile devices are the only ones that may use lead advertisements. The reason for this is
because they were created to make it as simple as possible for consumers to provide
advertisements with their contact information. They may be used to gather email addresses, sign
users up for a free trial of a product, or let them to inquire about further details.

26
5.9.6 Message ads:
The 1.3 billion individuals who use Messenger on a monthly basis may be reached with
Facebook Messenger advertisements. The advertiser just selects Messenger as the preferred
location when designing the ad. Their Facebook feed is also an option.

5.9.7 Stories ads:

Holding a phone vertically is the recommended way to use it. Advertisers may optimize screen
real estate without requiring consumers to tilt their screens by using Stories advertising, a
mobile-only vertical video format.

5.10 Types of Google Ads:

People use Google to look for things to do, places to go, and things to purchase. People may see
these adverts on Google when they are seeking for items or services similar to the one being
advertised. Well-timed ads may transform casual browsers into paying clients on any device,
desktop or mobile.

5.10.1 Search Ads:

Google search ads are text-based advertisements that appear alongside organic search results on
the Google search engine (SERPs). At the top of the page above the organic search results or at
its bottom, search advertising might show. It shows if the SEO (Search Engine Optimization) of
a brand is strong because the stronger the SEO, the more people can see the ads.

5.10.2 Display Ads:

If you're seeking for certain keywords, you can target them with search advertisements; if you're
looking for individuals who are likely to be interested in your items but haven't yet done so, you
can target them with display ads. Advertisers may use display advertisements to reach certain
target populations who are likely to be interested in what the brand has to offer via its products or
services. In comparison to employing solely search advertisements, the ad may reach a greater
number of individuals this way.

5.10.3 Video Ads:

Adverts may target prospective consumers on YouTube based on what they are seeing since
YouTube is owned by Google and operates as a search engine just for videos. Advertisers have a
large pool of potential customers to choose from, with a global user base of over 2 billion. Prior

27
to, during, or after YouTube videos and in search results are video ad campaigns that appear.
Advertisers may utilize video advertising to target certain demographics, such as age, gender,
and hobbies (Holdren, 2012). Five seconds are allotted for users to either skip the ad or watch it
through to the finish before having to decide whether to continue watching it.

5.10.4 App Ads:

An app campaign may be promoted across Google's most popular sites, such as Play and
YouTube as well as search and the Google Display Network with the use of AdWords.
Advertisers do not have to develop individual advertisements for App campaigns, unlike other ad
kinds on Google Ads. As an alternative, the advertisements are created by supplying some text, a
beginning bid, and a budget, in addition to the languages and regions for the campaign. When
relevant to the company, HTML5 assets may also be added by marketers. A variety of ad types
and networks will then use this information.

5.11 Evaluation of the Insights:

It's important to remember that digital marketing is an information-based communication. The
primary benefit of digital communication is that insights can be created more quickly than ever
before. These insights may be used by brands to improve their products and services. The
'Insights' section provides brands with information on how many people saw their posts, and how
many people clicked on their links. There are three social media platforms where it appears:
Facebook, Instagram, and YouTube. Analysis of websites and apps may be based on data
gathered by Google Analytics. Based on the data in the digital material, it generates all the
relevant graphs and tables. Before releasing digital content on digital marketing platforms,
companies have their expectations of reach, impressions, and engagements. They are able to
acquire a clear picture of the performance of each piece of material that is released. The amount
of money a company should invest on a piece of content based on insights is a terrific way to
gauge whether or not expectations are being met.

28
Chapter 06: Conclusion
Digital marketing in Bangladesh is a growing process and all the brands now want to be a part of
digital media. Online branding helps a brand to be on top of the mind of the audience all the
time. Digital marketing is more than just a means to get your message in front of potential
customers. To put it another way, it's all about how firms integrate their internet platforms, their
branding, and their authority. Using digital components in an efficient manner, marketers may
link their target audience with their companies. It is the goal of Digital Bangladesh to update the
customer experience by incorporating digitization in every facet of daily life. It aspires to
enhance the quality of life in the nation by making it easier to regulate and provide services. The
convenience of using digital media is especially noteworthy since it may save time and disregard
distance. Now is the time for Bangladeshi businesses to create their internet reputations before it
becomes too saturated. To reach the global market, local firms in Bangladesh should use digital
marketing to promote their brands online.

29
References:
Brock, D. (2019). Facebook Ads: Discover how to crack the Facebook code! Scribl.

Chaffey, D., Ellis-Chadwick, F., Isaac, H., & Mercanti-Guérin, M. (2015). Marketing digital.

Digital Marketing in Bangladesh, current trends in 2020. BoostDot. (2022). Retrieved 17

February 2022, from https://boostdot.net/digital-marketing-in-bangladesh/.

Estrade Nieto, J., Jordán Soro, D., & Hernández Dauder, M. (2013). Marketing digital. Larousse
- Ediciones Pirámide.

Future of Digital Marketing In Bangladesh - ADN Telecom. ADN Telecom. (2022). Retrieved 25
February 2022, from https://adntel.com.bd/blog/digital-marketing-in-bangladesh/.

Global digital advertising market 2024 | Statista. Statista. (2022). Retrieved 21 February 2022,
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#:~:text=Internet%20expenditures%20are%20projected%20to,billion%20U.S.%20dollars%20in
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Holdren, A. (2012). Google AdWords. O'Reilly Media.

Hossain, P. (2022). Digital Marketing Services in Bangladesh | Expert parves.

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McLean, G., & Ahmad, M. (1989). Bangladesh case studies in marketing. University Grants
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Olbrich, R., & Holsing, C. (2014). Facebook Ads. Wist - Wirtschaftswissenschaftliches Studium,
43(10), 557-560.

Oza, H. (2018). Advantages of Digital Marketing Over Traditional Marketing.

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Developing Online Market in Bangladesh. International Business Research, 8(8).

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Yamin, A. (2017). Impact of Digital Marketing as a Tool of Marketing Communication: A
Behavioral Perspective on Consumers of Bangladesh. American Journal Of Trade And Policy,
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Appendix:

This information will only be used for purposes. The confidentiality of this form will be
protected from third party individuals.

Please fill the blanks with your answer.

1. What is your understanding regarding the current scenario of Digital Marketing in

Bangladesh?

2. Mention any recent digital marketing trend that has revolutionized the digital
media of Bangladesh.

3. Explain your best digital marketing experience while working with foodpanda.

4. According to you, which brand should improve their strategies of digital media?

5. Do you think the objectives of the digital campaigns are highly depended on the
brief? If yes, please justify.

32
6. Do you think the budget has any impact on the digital media campaigns?

7. According to you, what is the best way to allocate the budget of digital media in
different campaigns?

8. According to you, what are they key metrics of success for the digital media
campaigns?

9. Explain the amount of revenue generated by the digital campaigns and how it
improves the overall brand identity.

10. According to you, what makes a digital media campaign successful?

33
11. Are the insights generated from the campaign dashboards useful to make future
media plans? Why?

34