CURRENT TRENDS IN ONLINE MARKETING IN BANGLADESH

Department of Computer Science and Engineering

A Thesis paper on

CURRENT TRENDS in

ONLINE MARKETING IN BANGLADESH

      

Prepared by

Rokibul Hasan

Reg No. 101-131-001

M. Sc. in MIS

Supervised by

Ahsan Habib

Assitant Professor & Head in Charge

Dept. Of Computer Science and Engineering (CSE)

Metropolitan University, Bangladesh

Trends in Online Marketing in Bangladesh

 

A thesis submitted by

Rokibul Hasan

The undersigned here by certify that they have read and recommend to the controller of Examination for acceptance of the thesis entitled- Trends in online marketing in Bangladesh  by Rokibul Hasan, ID: 101-131-001. I t has been defended in front of the following members of the thesis committe on 7th July 2012. The members have accepted this thesis as the partial fulfillment of the requirement for the degree of Masters of Science in Management Information Systems.

                                                                       

_________________________________                                                     

Ahsan Habib                                                                                                  Chairman

Assitant Professor & Head in Charge

Dept. Of Computer Science and Engineering (CSE)

Metropolitan University, Bangladesh

_________________________________

Fuad Ahmed                                                                                                  Member

Assitant Professor

Dept. Of Computer Science and Engineering (CSE)

Metropolitan University, Bangladesh

_________________________________

Mohammed Jahirul Islam                                                                            External Member

Associate Professor

Dept. Of Computer Science and Engineering (CSE)

External Member

Shahjala University of Science and Technology, Bangladesh

ACKNOWLEDGMENT

At the beginning I would like to state our heartiest appreciation to the almighty Allah for giving us an opportunity to work in a thesis paper like this.

As a student of M.Sc. in Masters in Management Information Systems(MIS) which is conducted by Metropolitan University, Sylhet. I have developed a thesis work, which was a mandatory job for the course. Doing the thesis I had to get various help from my supervisor Mr. Ahsan Habib, Assistant Professor, Department of CSE. I am extremely grateful to him for his liberality, collaboration and reliance; Without his support it might be not carry out his explore with such autonomy sovereignty.

I like to thank to all of our teachers and Manor-IT people which helped to complete the thesis. Specially thanks to Mr. C. M, Mukammel Wahid who is motivated me to complete the degree.

At last, my thanks to go to  my colleague Mr. Adnan Hamid for giving me his valueable time.

Rokibul Hasan

M. Sc. in MIS- 5^th Batch

Reg. No. 101-131-001

Dept. of CSE

Metropolitan University

Sylhet, Bangladesh

ABSTRACT

Internet marketing has been discovered couple of years ago with huge things and it was running successfully as well as right now. In Bangladesh, government has an aim is to improve the daily sales management level and operational level of the current status of our economical business. This project is a special and innovative made to order customer service. After long days effort, I have developed a report for all big companies who are willingly want to advertise their Business and for getting some mutual benefits.

The report will be able to provide all opportunities required by the customer, owner and different level of management as a result they can improve their daily performance. Specially I would like to say that it would be more cost effective and resolve time. From this system (Internet marketing) company could keep a stable situation or can be able to make the accurate lacking their marketing department. As it is now automated system so that it provides atomically saving performance, automatically counting customer/users record and so on. This system provides to store new visitor information. Every day this system deals with a variety of users and it performs the tasks such as including event entry into database, purchasing product from suppliers, entering sell price into each product. If the authorities want to see every report from this internet marketing site they can get it with print out copy.    

The internet marketing will make the customer attraction, check the update product information for every company, adding product information for sales company, produce sales invoice and finally record the history of the website’s information. From this system the customer will be satisfied for providing better service and help sale staff to close deals faster.

 

 TABLE OF CONTENTS

Chapter 1  

1.1.  Introduction

1.2  Motivation for this thesis

1.3  Objective

1.4  Methodology

1.5  Overview of my plan:

1.5.1    Analysis the E-Business in Bangladesh

1.5.2  Future of E-Business

1.5.3  Present situation in Bangladesh

1.6 Constraints

1.6.1    e-commerce

1.6.2    Ensuring bright future needs right efforts

1.6.3  Choice the customers

1.6.4    Customer analysis

1.6.5 Functions of IM

1.6.5.1  SEO (Search Engine Optimizatio)

1.6.5.2 Branding

1.6.5.3 Internet Marketing Strategy

1.6.5.4 Social Media Marketing-Mind our Manners

1.6.5.5 Online Video and the Impact It Can Have on our Marketing

1.6.5.6 Marketing Online - Men and Women Use the Internet Differently............................. 11

1.6.5.7 Explore the Benefits of Marketing Online

1.6.5.8 Social Media Marketing

1.6.5.9 B2B Marketing Reasons to Adopt Social Media Marketing ...................................... 12

1.6.5.10 Segmentation

1.6.6 Analysis

1.6.6 .1Sales

1.6.6.2 Marketing

1.6.6.3 Call-Center

1.6.6.4 Web Development

1.6.6.5 Search engine optimization

1.6.7 AdWords offers four different keyword match types

1.6.7.1 Broad Match

1.6.7.2 Phrase Match

1.6.7.3 Exact Match

1.6.7.4 Negative Match

Chapter 2  

Current Situation of Internet Marketing ................................................................................... 14

2.1 Current status of Internet marketing in Bangladesh

2.1.1    Outcomes of the analysis:

Chapter 3

Different Approaches of Internet Marketing

3.1 Mass marketing to relationship marketing

3.2 Unifying customers’ databases

3.3 The one- to- one relationship with the customer

3.4 A pioneer of online marketing

3.5 Why do we need a newsletter?

3.6 Which is the tip for a successful newsletter?

3.7 The site – an aid for the company’s trustworthy

Chapter 4   .................................................................................................................................. 31

Growth Rate of Internet Marketing from Bangladesh Perspective.. ......................................31

4.1 Growth Rate of Internet Marketing

Chapter 5 ...................................................................................................................................  34

Findings (Lackings) and Overcome these Findings................................................................... 34

5.1Findings of Internet Marketing

5.2Security Concerns of Internet Marketing

5.3 Security Constraint of Internet Marketing

5.4Overcome:

Chapter 6 

Assumption Future Work and Conclusion

6.1 Assumption/weakness

6.2Future Work & Conclusion

6.2.1    Based On Company and Customer

References

Appendix 1

Justification

Appendix 2

Scope and Technical Challenges

Appendix 3

GLOSSARY

Appendix 4

Terms of reference

Appendix 5

survey form for companies ...........................................................................................................54

Appendix 6......................................................................................................................................67

survey form for consumers ...........................................................................................................67

Appendix 7......................................................................................................................................80

survey form for 3^rd party im agencies...........................................................................................80

Appendix 8......................................................................................................................................92

category a.......................................................................................................................................92

LIST OF FIGURE AND TABLE

Figure1: Boundary of Internet marketing.............................................................................................. 9

Figure 2: status of Clickbd Online Market (http://www.clickbd.com................................................... 18

Figure 3: Status cellbazar (http://www.cellbazaar.com )...................................................................... 19

Figure 4: status of Deshigreetings(http://www.deshigreetings.com........................................................ 20

Figure 5: status of dhakasharee (http://www.dhakasharee.com)........................................................... 21

Figure 6: status of bdbazar (http://www.bdbazar.com.......................................................................... 22

Figure 7: status of sonarmarketplace(http://www.sonarmarketplace.com)............................................. 23

Figure 8: status of begalcommerce (http://www.bengalcommerce.com)................................................ 24

Figure 9: status of dinrat (http://www.dinrat.com)................................................................................ 25

Figure 10 Online advertisements in facebook.com............................................................................... 34

Table 1- Growth rate of internet marketin............................................................................................ 32

Chapter 1.

1  Introduction

Internet Marketing is an all-inclusive term for marketing products and/or services online – and like many all-inclusive terms, Internet marketing means different things to different people.

Essentially, though, Internet marketing refers to the strategies that are used to market a product or service online, marketing strategies that include search engine optimization and search engine submission, copywriting that encourages site visitors to take action, web site design strategies, online promotions, reciprocal linking, and email marketing – and that’s just hitting the highlights (Aldridge Alicia et al 1997).

Online marketers are constantly devising new Internet marketing strategies in the hopes of driving more traffic to their Web sites and making more sales; witness the increasing use of blogs as marketing tools for business, for instance.

Internet marketing is focusing on web design and search engine optimization as a starting point; for most sites, the most traffic still comes from search engines and directories.

Internet marketing utilizes the power of electronic commerce to sell and market products. Electronic commerce refers to any market on the internet. Electronic commerce supports to selling, buying, and trading of products or services over the internet. Internet marketing forms a subset of electronic commerce. With the outburst of internet growth, internet marketing has started becoming very popular. It is said that Internet marketing first began in the beginning of 1990 with just text-based websites, which offered product information. With growth in internet, it is  not just selling products alone, but in addition to this, information about products, advertising space, software programs, auctions, stock trading and matchmaking. A few companies have revolutionized the way, internet can be used for marketing, such as Google.com, Yahoo.com, Amazon.com, Alibaba.com and Youtube.com. Internet marketing has brought forth so many strategies such as affiliate marketing which consists of pay per click, pay per view, pay per call, pay per click advertising. Affiliate marketing also includes banner advertisements. In addition to this e-mail marketing, viral marketing, interactive advertising, blog or article-based marketing are also popular. There are newer marketing techniques being invented all the time. It is important to know how the trend would be. Companies are inventing new techniques to find better ways to make revenue and establish their brand on the internet. Consumers are becoming more and smarter. They do not want to be a party to the internet advertising campaigns made by companies unless they get some incentive in doing so. They would be quite keen in participating in campaigns provided the companies compensate them in some way. There are usually 2 or 3 parties involved in internet marketing. It is companies and end users or companies, internet marketing companies and end users. If it is a two party model then companies themselves directly gets revenue from the end users. If it is a three party model then internet marketing service providers acts as intermediate revenue providers for companies. In order to attract end users they can share a part of their revenue, which they receive from the companies with them. Internet marketing serves three business models. They are the B2B model, B2C model and P2P model. The B2B model deals with complex business-to-business transactions and internet advertising helps bring revenue to both. B2C model involves direct interaction between the business and customer. P2P model involves distributed computing which exploits individual exchange of goods and services. P2P model was mostly useful for distribution of video and data. But due to copyright problems P2P models have had troubles (Davidson Alistair et al 2006).

1.2  Motivation for this thesis

Most of the literature, which we have come across in the area of trends in Internet marketing, focuses on company perspective, consumer perspective and 3^rd party perspective individually. It is felt that there was a gap in these approaches. Consumers or 3rd party agencies need not feel what companies feel about Internet marketing trends. Consumer awareness could play an important role in their interests to pursue Internet marketing. It would be useful for companies and 3^rd party agencies to understand the minds of the consumers, as consumers would be the ones who would eventually drive Internet marketing in a big way. More buyers mean more products to sell and more products to sell means more marketing to be done by 3^rd party marketing agencies. This will help us to understand whether all the 3^rd entities understand trends in Internet marketing in the same way or there are differences in their understanding. Instead of studying these entities in isolation I decided to pose the same set of questions to companies, consumers and 3^rd party agencies. This will help us understand whether there are differences at all in their thinking and if there is, I can make suggestions to these entities to positively influence the internet marketing trend.

1.3  Objective

We want to know how companies, 3^rd party agencies and consumers would perceive the trend of internet marketing to be for which we have designed the following questions. The objectives of the research are to:

1.      To analyse current status of Internet Marketing in Bangladesh,

2.      To analyse different approach of Internet Marketing in Bangladesh,

3.      To observe the growth rate of Internet Marketing in Bangladesh, and

4.      To find out different findings of Internet Marketing in Bangladesh and proposed specific suggestions to overcome those findings.

1.4  Methodology

Step 1: Status of Internet Marketing in Bangladesh

Step 2: Different Approach of Internet Marketing in Bangladesh

Step 3: Growth Rate Internet Marketing in Bangladesh

Step 4: Findings and solutions of Internet Marketing in Bangladesh

1.5  Overview of my plan:

1.5.1   Analysis the E-Business in Bangladesh

Before going through for Internet marketing I need to analyse the E-Business as it is interconnected with Internet marketing. In Bangladesh, E-Business tradition is poor due to lack of information and implementation. People do not get the proper data and information from government. Here are some important issues from bank perspective I have described:

E-business has created tremendous opportunity all over the globe. Online banking can act as a complementary factor of e-business. Bangladesh Bank has recently argued to introduce automated clearing house system. This pushed upward transition from the manual banking system to the online banking system. The study has been undertaken to observe present status of the e-business and as its complementary factor online banking system in Bangladesh. The article analyzes the data that were collected from Bangladeshi’s banks up to February 2010 and also used snowball sampling techniques to gather answer from the five hundred respondents’ who have already been using on line banking system on the basis of a questionnaire which was prepared for this study purpose. The study found that dealing officials of the banks are not well conversant about their desk work. Authors’ observed that the country can be benefited through successful utilization of e-business as this will help to enhance productivity, monetary gain of both producer and customer may be feasible and positive impact on raising gross domestic product. E -business especially with the help of online banking can manage economy of Bangladesh in a better way as customer will be satisfied (Kim D.J et al 2007).

1.5.2 Future of E-Business

Competitive advantages determine whether a company can move forward. E-commerce is the right tool for gaining competitive advantage nowadays. Business now goes online. Some restrict the definition of e-commerce only to internet enabled transactions while some others defined broadly saying not only internet rather telecommunication and telecommunication based tools are also involved in ecommerce activities. In Bangladesh perspective, the broader definition is accepted to all.

Like traditional commerce, e-commerce does not involved only in buying and selling of goods and services rather includes inter-company and intra-company functions like negotiations and transactions, manufacturing and marketing etc. using email, Electronic Data Interchange (EDI), fax, file transfer, video conferencing etc. Depending on the involvement with electronic means, a company can be either a complete or partial e-commerce user. Usually e-commerce is done in four forms: Business to Business (B2B), Business to Consumer (B2C), Consumer to Business (C2B) and Consumer to consumer (C2C). However, Business to Government (B2G) transaction may also exist. 

1.5.3 Present situation in Bangladesh

In the year 1997, private Internet Service Providers (ISP) launched Internet in Bangladesh. Since then, the infrastructural development in the sector of telecommunication has helped spread the Internet network around the country. Right now more than 6.5 million people are using Internet in the country with the help of around 200 registered ISPs and dial-up services and the cost of using Internet is low. The increasing number of user of Internet creates more opportunity of e-commerce in the recent years. 

In order to cope with the present world, almost all of the financial organisations and international businesses in Bangladesh enter in the information highway through hosting website. Banks and other financial organizations have started online transactions like fund transfer, payment etc. However, almost 82 percent usage of Internet accounts for only to send e-mail while in developed countries like USA, it is only 5 percent or less. This indicates that ecommerce in Bangladesh lags far behind. 

Human resource is must for the development of e-commerce and in Bangladesh, around 10000 people are being produced by the educational institutions and training centres around the country, which is not adequate for a country.

Since Bangladesh is a developing nation, the opportunity for the development of local and international trade and business, like all other LDCs, is increasing. Although it faces some barriers like infrastructural, cultural and outlook problem, recent steps taken by the government may change the situation. The government has taken some steps to build ICT capable society recently to materialize its dream of a 'digital Bangladesh'. 

1.6 Constraints

1.6.1   e-commerce

The number of Internet users is not adequate to create potential profit earning e-business; there is lack of infrastructural facilities including electricity and transportation system; high and unstable prices of computer and hardware is discouraging, there is lack of skilled manpower and personnel required for effective e-business; there is absence of cyber law and lack of governmental legislation and awareness.

1.6.2   Ensuring bright future needs right efforts

In the first week of November 2009, Bangladesh Bank asked all the commercial banks through a circular to use online payments system. The intention is good to facilitate fund transfer, utility bill payments and credit card usage in local currency. But the local IT giants and banking counterparts think that the step is taken much earlier because at least two thirds of the bank branches around the country are not ready to comply with the instructions. This indicates that Bangladesh is yet to get ready for full utilization of its high potential.

If  Bangladesh wants to do e-commerce competing with the developed world, it should ensure some vital supports. Using all the features of e-commerce will create huge traffic on the Internet that would require high technical support. Huge investment is necessary in the ICT sectors to spread the facility around the country on an equity basis. Along with the infrastructural development, human resource development is a must. All these should be controlled through ensuring a legal and regulating environment. All the efforts should be taken at a time as they all are dependent on each other.

Telecommunication- It's the integral part of e-commerce. Although mobile phones are very common here, the percentage is still very low, only 0.83 out of 100 has got a phone. This indicates poor level of penetration. Reducing the cost of using phones and developing the infrastructural support is necessary to fulfill the future demand. 

Although all commercial banks have started following automation system, online banking system through ATM, local credit cards and EFT is available in the selected area only.

Internationally accepted credit cards are not available due to the lack of facilities. It creates inability to do business with the foreign businesses easily. Along with this exists illegal mode of payments called Hundi based on basic transfer system. So, banks and financial organizations are facing barrier at the same time. 

Skilled human resource: Skilled manpower is needed to utilize the available technology and infrastructures. Bangladesh lacks manpower and it is affecting the potentials because the public officials are not aware of the use and high potential of e-commerce. Technical education should be included at all levels while English efficiency, both verbal and written, should be increased. Skilled resource should be involved in developing user friendly international standard software.

Internet is mainly used for gathering and sharing information. A good segment of the users uses Internet for entertainment. However, entertainment business based on Internet is not available in Bangladesh till now. Web radio and TV may offer a new way for delivering services to the customers. Recently, Internet radio is available but they are not familiar to the masses and thus lose the opportunity to do business. 

Online education and healthcare service is yet to start. Very few sites on personal initiative on health and medical services are available but they are not up to the mark. Online education can do well using electronic means but lack of necessary infrastructures is hindering the process.

It should be understood that only Internet connection is not adequate for the development of e-commerce. Internet is nothing but a component of the environment. The environment should be developed wholly. Various researches find out that people in Bangladesh are friendly to technical innovation. In order to improve the standard of life the people here can adopt the e-commerce system easily. 

1.6.3 Choice the customers

We have to think about the customers and it can be devided the customer into some categories like:

1.      Regular customer or users

2.      Possible customers

3.      Qurious customers

1.6.4   Customer analysis

The Customer Analysis section of the business plan assesses the customer segments that the company serves. In it, the company must

1. Identify its target customers

2. Convey the needs of these customers

3. Show how its products and services satisfy these needs

The first step of the Customer Analysis is to define exactly which customers the company is serving. This requires specificity. It is not adequate to say the company is targeting small businesses, for example, because there are several million of these types of customers. Rather, an expert business plan writer must identify precisely the customers it is serving, such as small businesses with 10 to 50 employees based in large metropolitan cities on the West Coast.

Once the plan has clearly identified and defined the company's target customers, it is necessary to explain the demographics of these customers. Questions to be answered include:

1. How many potential customers fit the given definition and is this customer base growing or decreasing?
2. What is the average revenues/income of these customers?

3. Where are these customers geographically based?

After explaining customer demographics, the business plan must detail the needs of these customers. Conveying customer needs could take the form of past actions (X% have purchased a similar product in the past), future projections (when interviewed, X% said that they would purchase product/service Y) and/or implications (because X% use a product/service which our product/service enhances/replaces, then X% need our product/service).

The business plan must also detail the drivers of customer decision-making. Sample questions to answer include:

1. Do customers find price to be more important than the quality of the product or service?
2. Are customers looking for the highest level of reliability, or will they have their own support and just seek a basic level of service?

There is one last critical step in the Customer Analysis -- showing an understanding of the actual decision-making process. Examples of questions to be answered here include:

1. Will the customer consult others in their organization/family before making a decision?
2. Will the customer seek multiple bids?

3. Will the product/service require significant operational changes (e.g., will the customer have to invest time to learn new technologies and will the product/service cause other members within the organization to lose their jobs etc.)

It is essential to truly understand customers to develop a successful business and marketing strategy. As such, sophisticated investors require comprehensive profiles of a company's target customers. By spending the time to research and analyze my target customers, you will develop both enhance my business strategy and funding success.

The report is made besed on the diagram in below:

Figure1: Boundary of Internet marketing

Figure 1 show involvement of IM of different authorities or activities which are described in below:1.6.5 Functions of IM

1.6.5.1  SEO (Search Engine Optimization)

Search engine marketing firm announces soon that they will open an internet marketing agency in around the world. Internet Marketing Company currently works with companies to provide them with marketing online, link building services, reputation management and other services.

The company provides a free online quote for interested parties, as well as a list of all the services and prices they offer. They work with clients in world, to help them drive traffic to their site. With decades of experience in the search engine marketing industry, our Bangladeshi companies are able to provide the highest quality of expertise and knowledge. (Z.Gyongyi et al 2005)

The specialists at Internet Marketing Company can help us  to research and decide on the best suitable keywords for our business with a potential plan on achieving top ranking results.

Internet Marketing Company delivers effective and cost-effective SEO services that help companies compete and attract new customers driven by listings among the top search engine results. Professionals at the Internet Marketing Company have the expertise and experience to enhance exposure of a business on major search engines. And the better a brand’s exposure, the better a company can reach the customers and prospects who rely on search engines every day to research, find, and buy new products and services. With SEO from Internet Marketing Company, everyone can see results—fast, easy, and guaranteed.

1.6.5.2 Branding

The taditional definition of a brand is the "identity" of a company's business. However, in today's marketplace it is more than just an identity, it has to be an experience.

As technology has advanced over recent years, it is absolutely necessary to consider brand development as a major part of any interactive marketing effort. Being consistent across business cards, pamphlets, newspaper and radio isn't easy. And, maintaining that same type of effort online can be a lot more difficult.

In order to successfully manage brand development and strategy, we need a strategic plan that protects the integrity of our brand and our message while embracing all the advantages that the interactive spectrum can offer.

Red Clay Interactive specializes in helping our clients move brands online while providing the flexibility for them to truly expand into their new interactive space. In this new space, all brand development efforts must consider not only a consistent website presence, but all interactive channels from social media to media buying.

Our team will take the time to understand the business, industry and competitors in order to provide a set of solutions that work for customer. It's not just about developing a nice website, but about developing  overall brand so users can experience who and what we stand for through every interaction they have with organization.

In the end, company's brand presentation across channels is just as important as the appearance of  physical location. They all portray an impression that can invite new customers, extend existing relationships or turn them all away. Partnering with Red Clay Interactive results in a truly strategic brand development plan and a brand presence that can be second to none.

1.6.5.3 Internet Marketing Strategy

Explore strategies and techniques that we can use on the Internet that will enhance and support our business's overall marketing objectives. Learn how to conduct banner promotions, generate targeted online traffic, positioning our content, and over all brand awareness.

Small Business Guide to Creating an Effective Online Presence -Having a website that is an effective marketing tool and takes work. Learn the four components of an effective website for small businesses.

1.6.5.4 Social Media Marketing-Mind our Manners

We must mind our manners in order for our efforts in social marketing to be successful. Social media marketing is about interaction, interaction creates relationships and those relationships open up the opportunity for us to share information about our products and services. Good manners is essential when it comes to interacting with others using social media networks as a marketing tool. (Fernando Angelo, 2007)

1.6.5.5 Online Video and the Impact It Can Have on our Marketing

Video is making an impact when it comes to our marketing. If we haven't already, it’s time to consider using video to market our business. It doesn’t matter what size business we have, video is an affordable and effective tool that can help us connect with customers and prospects.

1.6.5.6 Marketing Online - Men and Women Use the Internet Differently

 We know that when it comes to the way men and women shop; it's different. Men waltz into a store to gather what they came for while women will take the time to browse and explore the new products that have been introduced in the isles. The same is true when it comes to the online behavior of men and women; gender stereotypes apply. Take a few moments to learn how both men and women use the internet and how that information can help you in positioning your product or service.

1.6.5.7 Explore the Benefits of Marketing Online

Marketing online offers many benefits that we dont find in traditional marketing and many companies are embracing those benefits during these tough economic times.

1.6.5.8 Social Media Marketing

Gain the knowledge we need to begin putting it to work for us and our business.

1.6.5.9 B2B Marketing Reasons to Adopt Social Media Marketing

Adopting social media marketing has been difficult for the B2B business. A recent study has revealed that 69% of B2B buyers use social media to assist them in business development and decision making. Can B2B companies really afford to continue to dismiss social media marketing techniques as an effective way to get the word out about their products and services.

1.6.5.10 Segmentation

1. Understand searcher personas-It’s fundamental marketing to anticipate and   understand customer needs.

2. Develop an ideal keyword mix- Many companies start with a list of keywords they think are best for SEO and implement them with on-page optimization and link building.  

3. Optimize content for specifics- Content can mean web pages, digital assets and any other documents that can be optimized for organic search. 

4. Wrap-up- Fragmented marketing with search helps no one. Marketers would do well for themselves and the customers they’re tying to reach by paying attention to the development of searcher personas, developing quality keyword research and optimizing specific pages and digital assets for specific phrases according the searcher needs.

1.6.6 Analysis

Analysis includes the following areas:

1.6.6 .1Sales

• purchases percentage increasing
• increasing of products amount in one order
• increasing of an average bill of one purchase

1.6.6.2 Marketing

• decreasing of marketing expenses for each purchase
• brand awareness increasing
• growth of conversion rate – turning visitors into buyers
• increasing of repeated purchases amount
• increasing of registrations amount
• increasing of references amount in the network

1.6.6.3 Call-Center

• increasing of handled calls amount
• growth of conversion rate – turning calls into sales
• consultancy time reduction
• reduction of calls not related to order placing (guarantee, uptime, etc.)

1.6.6.4 Web Development

• higher pages download speed
• reduction of downtime of a site
• reduction of unavailable pages amount(the 404-th and other)

1.6.6.5 Search engine optimization

• increasing of visits from organic search
• increasing of revenue from visitors who come from search engines etc.

1.6.7 AdWords offers four different keyword match types

1.6.7.1 Broad Match

This is AdWords default option. Broad match shows ad when any combination of the searcher’s term is entered. For example, if I searched on “Internet Marketing” our ad could potentially be served for queries containing a combination of words including “internet”, “marketing” and possibly along with other terms or synonyms.

1.6.7.2 Phrase Match

Entering keyword in quotation marks, such as “Internet Marketing” enables phrase match. In this case, AdWords will only serve our ad if the search query contains your keyword or keyword phrase in the exact order you specified. For example, a search for “best internet marketing”, “internet marketing” and “internet marketing for small business” would meet the criteria to serve  ad. But a search for “marketing on the internet” will not.

1.6.7.3 Exact Match

Placing your keyword in brackets [Internet Marketing] designates Exact Match. With this option, your ad will only qualify for search terms that use the exact phrase within the brackets.

1.6.7.4 Negative Match

Last but not least is AdWords negative match. This is done by adding a minus sign before  keyword such as -Internet Marketing, or selecting negative match within AdWords account. This applies a keyword filter in AdWords account where ad will not be served if the search term contains the negative match keyword.

Chapter 2

Current Situation of Internet Marketing

2.1       Current status of Internet marketing in Bangladesh

Internet marketing in Bangladesh has been started few years ago and it was not popular at all but now it is persuading people to get the Internet marketing. I have attached some graphs on running companies statistics while they are marketing and they have been benefited day by day   

The Customer Analysis section of the business plan assesses the customer segments that the company serves. In it, the company must

1. Identify its target customers

2. Convey the needs of these customers

3. Show how its products and services satisfy these needs

The first step of the Customer Analysis is to define exactly which customers the company is serving. This requires specificity. It is not adequate to say the company is targeting small businesses, for example, because there are several million of these types of customers. Rather, an expert business plan writer must identify precisely the customers it is serving, such as small businesses with 10 to 50 employees based in large metropolitan cities on the West Coast.

Once the plan has clearly identified and defined the company's target customers, it is necessary to explain the demographics of these customers. Questions to be answered include:

1. How many potential customers fit the given definition and is this customer base growing or decreasing?
2. What is the average revenues/income of these customers?

3. Where are these customers geographically based?

After explaining customer demographics, the business plan must detail the needs of these customers. Conveying customer needs could take the form of past actions (X% have purchased a similar product in the past), future projections (when interviewed, X% said that they would purchase product/service Y) and/or implications (because X% use a product/service which our product/service enhances/replaces, then X% need our product/service).

The business plan must also detail the drivers of customer decision-making. Sample questions to answer include:

1. Do customers find price to be more important than the quality of the product or service?
2. Are customers looking for the highest level of reliability, or will they have their own support and just seek a basic level of service?

There is one last critical step in the Customer Analysis -- showing an understanding of the actual decision-making process. Examples of questions to be answered here include:

1. Will the customer consult others in their organization/family before making a decision?
2. Will the customer seek multiple bids?

3. Will the product/service require significant operational changes (e.g., will the customer have to invest time to learn new technologies and will the product/service cause other members within the organization to lose their jobs? etc.)

It is essential to truly understand customers to develop a successful business and marketing strategy. As such, sophisticated investors require comprehensive profiles of a company's target customers. By spending the time to research and analyze your target customers, you will develop both enhance your business strategy and funding success.

More and more people around the world are standing in line to do marketing online. Why so? Because it’s easy, well at least it sounds easy and looks easy from the outside. Also, the investment in Internet

Marketing is very minimal so it’s easy for you, me, and some others. But what we all don’t realize is this: while it’s really easy to start, it’s mighty easy to give up and fail as well.

Now why would I say that? The main reason is because it costs very little to begin there is really nothing much to lose when you compare your investments in Internet Marketing to a brick and mortar business.

When I start an online business, armed with the right method, I can actually start from as low as taka 0 if I know how. This can range up to say maybe one lac taka in startup capital.

Sounds like a lot? Well no… if I compare it to opening a restaurant or a grocery store… which could mean that I’ll need a capital investment of over 10,00,000 taka to start.

What difference does this make? Here’s the thing… If I have invested taka 10, 00,000 in a business, I’ll not sit by to watch it die, would I? The pressure won’t let me to go.

I’ll have nightmare every night thinking of ways to save my business or just to keep it afloat. It’s a gun-to-the-head situation. So being able to start an online business at a very low price opens up a whole new type of crowd. This new crowd of people may not cut it as entrepreneurs at all. They are likely to be people dying to escape the 9-5 ‘prison’ but never had an opportunity so available to them before.

Hence, enter the Online Business models to feed this hungry crowd. And worse, we are led to believe that IM is easier than it looks. They tell you that you need only 2 hours a day. They tell you the money comes in automatically.

They tell us that you can do it alone. They tell us that if we don’t know anything about making a website, just hire someone. They tell you that it’s so easy that their grandma can do it.

And the next thing you know… you took the bait and jumped right in. Just when you jump into a pool thinking it’s going to be fine and you’ll learn how to swim naturally, you find yourself drowning… FAST. I know for a fact that a lot of people will buy a few books today, and after a few weeks of not finding the results they want, will start to think that it’s time to give up IM thinking it’s all been a big scam.

These people are what we call opportunity seekers, not entrepreneurs. Real entrepreneurs find ways to succeed… they don’t give themselves excuses. They recognize their weaknesses and will keep trying until they get solid results.

The sad thing is, like I said earlier, because it is easy to start an online business the IM world is now crawling with opportunity seekers. What I am saying here is that most of you got started with IM with the wrong concept. You think this is for everyone. You think you can do it PART TIME and see money flowing in endlessly …

Well… let me tell you this. Internet Marketing isn’t easy at all. In fact Internet Marketing is ‘Nightmare’ for newbies who have absolutely no idea what they’ve gotten themselves into.

However, all the challenges and hardship of being an Internet Entrepreneur is not that bad at all… If you survive and realize there is a shortcut you need to take, you’ll soon find that pot of gold at the end of the rainbow.

So how do you set yourself straight, re-adjust the way you think, and steer your boat towards this shortcut? Read on. Here’s some output that depicts the different types of company involved in IM. Which category are we in?

An overview of online marketing. A simple graph that represents the major components of online marketing, including, Search Engine Marketing (SEM), Search Engine Optimization (SEO), including RSS and Atom feeds, Affiliate Marketing, Email Marketing, Viral Networking/Blogs and Social Netowrking. (Photo credit: Wikipedia)