Digital Marketing - A New Era of the Success of Textile Industries in Bangladesh

Digital Marketing - A New Era of the Success of Textile Industries in Bangladesh
Md. Ifrith Rahman
B.Sc. in Textile Engineering, Ahsanullah University of Science & Technology
MBA in Marketing, University of Dhaka

Bangladesh is one of the leading textile manufacturing countries in the world. To attract the target customer textile manufacturing industries are taking a lot of marketing strategies. Nowadays with the change of technological environment digital marketing takes place a very important role in the whole world. Here I am trying to emphasize why digital marketing is important in the growth of textile industries in Bangladesh.

First some basic discussion about digital marketing. Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.

There are some common tactics of Digital marketing. All of this tactics are used in B2B (Business to Business) and B2C (Business to Customer). But most of Bangladesh Textile industries business is B2B. So for B2B all of those tactics are not applicable. Now we discuss which tactics are applicable and how those are applied in the marketing strategy of a textile manufacturing company.

Implementation of Digital Marketing in Textile Industries in Bangladesh:

Search Engine Optimization (SEO):
The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives.

Search Engine Optimization
Fig: SEO
By using these tactics, Textile manufacturing companies make an SEO friendly website which ranked them higher in the search engine and they are easily available to the respective client (buyer, Other Manufacturer etc). Well optimize website not only give rank but also create a good impression to the customer.

Content Marketing:
The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers.

Content Marketing
Fig: Content marketing
By using these tactics companies create some business-related content and publish them in textile related international and domestic blog or forum. This creates a good impression and also generate some lead for business.

Social Media Marketing:
The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. Marketing through Facebook, Twitter, LinkedIn, and YouTube is the example of Social Media Marketing.

Social Media Marketing
Fig: Social media marketing
Among the social media, LinkedIn is the most use full for the textile manufacturing companies as marketing perspective. LinkedIn is a social media of Professionals so a branch of textile manufacturing related professionals easily finds out on LinkedIn. By targeting textile related individual professionals and groups companies are easily generate some profitable lead and impression.

Facebook is the mostly used social network site. They contain a big database of people all over the world and all types of professions. So by targeting those textile related professionals companies are generating their lead.

By using you tube, Textile related companies publish some video related to their production process, quality control process, ethical standard etc. which create good impression and awareness about the company. This strategy helps to increase sales volume of a company also.

Email Marketing:
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people towards the business’ website.

This is the most important tactics of digital marketing in B2B setting. For textile manufacturing companies of Bangladesh email marketing is the biggest lead generation method.

email marketing
Fig: Email marketing
Email is the most used communication tools in the marketing of textile manufacturing industry. By using email companies contact with respective buyer especially with the foreign buyer.But by using traditional email process it is very complicated and time consuming process. There have some rules and regulation in this traditional email transportation.

By using email marketing process it is so easy and less time consuming as well as more effective than traditional email communication process.

SMS Marketing:
SMS marketing (short message service marketing) is a technique that uses permission-based text messaging to spread promotional messages. To receive text message specials, new product updates or more information, customers are usually required to opt in to an automated system by texting an initial short code. When the 5 digit code is texted, that user’s phone number is then stored by whatever SMS marketing software is issuing the texts. A confirmation response is usually sent as receipt for opting in, with an opt-out code included for potential future unsubscribing

SMS marketing
Fig: SMS marketing
This tactic use only for the domestic market. Companies like machinery marketing, Dye-chemical marketing, fabric marketing, yarn marketing, accessories marketing etc. are using SMS marketing tactic to communicate with their customer through SMS and upgrade their sales volume.

All in all, in this digital world our textile industries need to apply digital marketing tactics in their marketing strategy. If companies merge traditional marketing and digital marketing in their marketing strategy it will be more effective. By using digital marketing textile manufacturing companies easily find their customer and create a positive impression on customer mind which help them to increase their sales and also maintain a good relationship with customer.
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Mazharul Islam Kiron is a textile consultant and researcher on online business promotion. He is working with one European textile machinery company as a country agent. He is also a contributor of Wikipedia.

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