Presentation Slide: Cross-Channel Coordination

Definition Cross-channel coordination refers to the strategic orchestration and

integration of advertising and promotional activities across multiple
communication channels to effectively engage customers and achieve marketing
goals.
Key Points
1. Simultaneous Multichannel Engagement
 Customers use various media simultaneously to connect with
marketers.
 Marketers also utilize multiple channels to engage with their
customers.
 Example: Grameenphone, a leading telecom company, utilizes social
media platforms, SMS campaigns, and television advertisements
concurrently to reach a wide audience.
Levels of Coordination
 Level 1: Awareness of customer cross-channel activities.
 Analytics programs analyze activities across channels for a holistic view of the
customer experience.
 Example: E-commerce platforms like Daraz Bangladesh track user behavior
across their website and mobile app to personalize product recommendations.

Level 2: Using one channel to support another channel's task.
 Integration of channels to amplify campaign effectiveness.
 Example: Food panda, a food delivery service, leverages social media and
email marketing to promote special offers, resulting in increased app
usage and orders.

Level 3: Optimization for an overall marketing goal.

 Activities spanning multiple channels to create a multiplier effect.

 Example: BRAC, a prominent NGO, combines social media campaigns with on-
ground events to raise awareness and donations for their various projects.
Achieving Marketing Goals with Bangladeshi Context
 Utilizing cross-channel activities to track customer behavior and offer tailored
recommendations.
 Example: Robi, another major telecom operator, provides targeted offers through
SMS and mobile app notifications based on user preferences and usage patterns.
Potential for Large-Scale Consumer Marketing
 Cross-channel orchestration is gaining popularity due to automation and
improved data accessibility.
 Example: Unilever Bangladesh combines TV commercials, social media
engagement, and in-store promotions for product launches, creating a cohesive
customer experience.

Presentation Slide: Market Tests

Definition Market tests in the context of Bangladesh refer to formal experiments

conducted by marketers to compare different campaigns targeting specific customer
groups. These tests involve finding equivalent customer groups, conducting distinct
campaigns, and analyzing the results to optimize marketing strategies.

Key Points

1. Components of Formal Market Tests

 Find equivalent customer groups for comparison.
 Conduct different campaigns in each group.
 Example: bKash, a popular mobile financial service in Bangladesh, conducts
market tests to refine their promotional campaigns for new features like
international money transfers.
2. Champion-Challenger Testing in Credit Collection

 Champion represents the existing collections strategy, while challenger is an

alternative approach tested in a controlled live environment.
 Example: Agrani Bank in Bangladesh use champion-challenger testing to refine
their debt recovery methods, ensuring effectiveness while minimizing financial
risk.
3. Applicability in Bangladeshi Market
 With software-configurable products, targeted campaigns, and dynamic pricing,
Bangladesh has the necessary infrastructure for large-scale market tests.
 Example: Mobile network operator Banglalink conduct pricing experiments to
determine optimal data and call package offerings.
FMCG Packaging Design Test

The FMCG Packaging Design Test focuses on understanding and meeting consumer
preferences and expectations.

Example: ACI Limited, a leading fast-moving consumer goods (FMCG) company in

Bangladesh, conducts market tests on various product packaging designs. They evaluate
consumer preferences for colors, fonts, and imagery. give some short key point on this