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Impact of Digital Marketing as a Tool of Marketing Communication: A Behavioral Perspective on Consumers of Bangladesh

Author

Listed:
  • Yamin, Ahmad Bin

    (Lecturer, Faculty of Business Administration, Fareast International University, Banani, Dhaka-1213, BANGLADESH)

Abstract

This study shows the impact of digital marketing on the behavioral prospects of consumers in Bangladesh. For this study, a sample of Bangladeshi consumers is surveyed to attain their behavioral patterns on digital marketing. Modern-day marketing has been going through a radical change. Fast-moving marketing trends based on the growth and innovation of new technologies and portable communication devices influence customer behavior significantly. A well-designed marketing plan with specific digital marketing tools is the demand in the integrated marketing communication plan for this tech-friendly environment. High-speed internet connectivity brings many young crowds to social media, indicating marketers should be more focused and concentrated on digital marketing tools for effective and efficient targeting of the market and to achieve other organizational goals.

Suggested Citation

  • Yamin, Ahmad Bin, 2017. "Impact of Digital Marketing as a Tool of Marketing Communication: A Behavioral Perspective on Consumers of Bangladesh," American Journal of Trade and Policy, Asian Business Consortium, vol. 4(3), pages 117-122.
    • Handle: RePEc:ris:ajotap:0073
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    Cited by:

    1. Aleksandar Brzakovic & Tomislav Brzakovic & Darjan Karabasevic & Gabrijela Popovic, 2021. "Empirical Analysis of the Influence of Digital Marketing Elements on Service Quality Variables in the Small- and Medium-Sized Enterprises Sector in the Republic of Serbia," Sustainability, MDPI, vol. 13(18), pages 1-17, September.

    More about this item

    Keywords

    Digital Marketing; Marketing Communication; Consumer; Bangladesh;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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