In 2016 we have seen phenomenal growth in digital media in context of Bangladesh. We now have significant consumers using the platform and increase in services and products through digital platform is giving them more empowerment to spend time in the medium. We have also seen the rise of some key trends which are expected to be important for the marketers in 2017. In context of Bangladesh, following are some expected drifts in digital media, which are likely to continue in 2017 as well:

• Content Marketing involves creation of videos, social media posts, images etc for digital media. These contents may not explicitly promote brands but expected to stimulate interest in product or services. Such content marketing will continue to rise in the market.

• Display and video will gain momentum as popular mode of advertisement. Typically display and social media used to be the source of entry into digital advertising. Going forward as more advertisers increase their entry and experiments in digital media, video will be a popular format for advertisement. With rapid expansion of high speed internet, market is likely to experience further growth in consumption of videos by consumers as well.

• 2016 has seen phenomenal growth for e-commerce. With more resources, capabilities, tools and technology put behind the e-commerce ecosystem it is likely to continue its significant growth momentum.

• Google and Facebook are the two giant platforms in context of Bangladesh. Giants will continue to dominate the market. In 2017 more consumers are expected to reach out these platforms and ensure to continue the growth momentum.

• Live and 360-degree videos are some new tools of advertising in the market. Major platforms such as Facebook, Youtube, Instagram now allows these tools to run in their network. Social media users are beginning to enjoy more in-the-moment content, giving them access which they never had. This will become favorite tools for the content marketers as well and more brands will use these tools to reach out to their consumer.

• As marketing investments continue to rise in the market, there is significant data which gets generated. It is not yet widely used to take effective decision making or to optimize marketing spends in the market. However, there will be a trend to use more big data for generating learning and insights by the marketers going forward.

Bangladesh with a population of 160 million+ can look forward to make more disruption through digital media. Trends above can set the way for marketers to make their campaigns more relevant and meaningful for their target consumers.

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Author

Tanveer Faruq

Media & Events Manager

Unilever Bangladesh Limited