An Evaluation of the Digital Marketing in Bangladesh: A Case Study on Daraz.com.bd

Abstract

The advent of the digital age has transformed the landscape of marketing, offering new opportunities and challenges to businesses worldwide. This thesis paper presents an in-depth evaluation of digital marketing practices in the context of Bangladesh, focusing on the case study of Daraz.com.bd, one of the leading e-commerce platforms in the country. The primary objective of this research is to analyze the effectiveness, impact, and strategies of digital marketing adopted by Daraz.com.bd, and to assess their implications for the broader business and marketing environment in Bangladesh. The study employs a mixed-method research approach, combining qualitative and quantitative research methods. Data collection involves surveys, interviews, and content analysis of Daraz.com.bd's digital marketing campaigns. Through these methods, this research investigates the various digital marketing channels and tools employed by Daraz.com.bd, such as social media marketing, search engine optimization (SEO), email marketing, and influencer collaborations. It also assesses their impact on brand awareness, customer engagement, and sales performance. Furthermore, this thesis explores the challenges and barriers faced by Daraz.com.bd in its digital marketing efforts, including issues related to privacy, data security, and competition. The study also examines the evolving consumer behavior in the digital era and the role of digital marketing in shaping consumer decisions in Bangladesh.