Future of digital marketing

The digital marketing sector in Bangladesh is on the cusp of a paradigm shift as a result of which campaigns based on intuition are slowly giving away to precision campaigns based on data. At the forefront of this change are analytics and artificial intelligence.

Today, AI tools are revolutionising the art of customer targeting as it pertains to predictive analytics, allowing companies to predict customer needs instead of just reacting to them. Whether it is targeted advertising or suggested content, AI tools empower marketers to target the correct customer at the correct time with zero wastage. This is particularly important for the price-conscious market that Bangladesh represents.

Data fuels this paradigm shift. With an increasing number of internet users, mobile internet users, and online shoppers, the amount of behavioral data being generated by Bangladeshi consumers is immense. Those who can use this data responsibly will be better equipped to gain the loyalty of the consumers. But at the same time, data privacy issues are being raised.

Who will be the winners in this new digital world in Bangladesh? It will be those who use advertising budgets most effectively, rather than those who spend most on advertising.

Md. Kamrul Ahsan Shamim

Department of Marketing

North South University