Will digital Bangladesh wake up?
Saturday, 23 January 2010
Sabbir Ahmed Osmani
"WELCOME to 'nowism,' the age of real time conversations and reviews", began Colvyn Harris, CEO of Jwalter Thompson India, speaking about the marketing requirements of the day. Economies are waking from an unforeseen slumber. The need for instant reaction to happenings has never been so important. It should be no different for Bangladesh.
Take the example of Indian bowler Sreesanth's comeback five wicket haul against Sri Lanka and Nike's response to it. It came up with an ad as a toast to the bowler's 'Just Do It' spirit, the next day. But, Bangladeshi sellers and brand makers should not think the smart campaigns are only biggies' domain.
Now it is easier for the ambitious and adaptive brand makers to use sites like facebook or twitter to start conversation with potential buyers about their services and products right away. The companies in Bangladesh should not lag behind to disprove a naysayers, who never find the positives in Bangladesh.
But the utilisation does not match the opportunities. It baffles smart onlookers. Recently, a new newspaper hit the news stands in the country. It created reader interest with its ads on TV channels. But how to utilise their interest to make them buyers? Are the sellers losing the opportunity to attract the TV ad scanners?
The saturated ad market poses a serious challenge to a new print media. It would not be easy to dislodge established newspapers with traditional thinking.
For a new newspaper, it would not be easy to get enough commercials. The readers' interest may or may not remain for sometime to come. But, what I want to focus is 'nowism'.
The newspaper provides an example of under utilisation or non utilisation of pop ups available in the country. More readers, particularly the young, could be reached using the new technology. The known paths are not the smartest always.
Embrace 'nowism' smartly, not only to find out the appropriate communication technology but also to respond to situations for creating opportunities. It is the call of the day not only for new brands but also for each and every ambitious individual.
(The writer could be reached at: sabbir.osmani@gmail.com)
"WELCOME to 'nowism,' the age of real time conversations and reviews", began Colvyn Harris, CEO of Jwalter Thompson India, speaking about the marketing requirements of the day. Economies are waking from an unforeseen slumber. The need for instant reaction to happenings has never been so important. It should be no different for Bangladesh.
Take the example of Indian bowler Sreesanth's comeback five wicket haul against Sri Lanka and Nike's response to it. It came up with an ad as a toast to the bowler's 'Just Do It' spirit, the next day. But, Bangladeshi sellers and brand makers should not think the smart campaigns are only biggies' domain.
Now it is easier for the ambitious and adaptive brand makers to use sites like facebook or twitter to start conversation with potential buyers about their services and products right away. The companies in Bangladesh should not lag behind to disprove a naysayers, who never find the positives in Bangladesh.
But the utilisation does not match the opportunities. It baffles smart onlookers. Recently, a new newspaper hit the news stands in the country. It created reader interest with its ads on TV channels. But how to utilise their interest to make them buyers? Are the sellers losing the opportunity to attract the TV ad scanners?
The saturated ad market poses a serious challenge to a new print media. It would not be easy to dislodge established newspapers with traditional thinking.
For a new newspaper, it would not be easy to get enough commercials. The readers' interest may or may not remain for sometime to come. But, what I want to focus is 'nowism'.
The newspaper provides an example of under utilisation or non utilisation of pop ups available in the country. More readers, particularly the young, could be reached using the new technology. The known paths are not the smartest always.
Embrace 'nowism' smartly, not only to find out the appropriate communication technology but also to respond to situations for creating opportunities. It is the call of the day not only for new brands but also for each and every ambitious individual.
(The writer could be reached at: sabbir.osmani@gmail.com)