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SHORT INTERVIEW OF BRAND PROFESSIONALS IN BANKING AND FINANCE INDUSTRY

As the world of banking continually changes, ushers an era of all things digital. ICE Business Times speaks with the successful brand professional who is making their mark in the financial industry. He explain the dynamics of the new age, the challenges of the market, and their passion for the job.
Anwar Ehtesham, Head of Brand, Dhaka Bank Limited
A Decade of Challenges and Changes We are going through the most significant cultural shifts of our time. Attitude towards getting services, level of expectations from the service providers, service delivery/consumption process, media consumption patterns, information search methods, etc. are changing every day. Customers are getting more powerful and demanding; the banking Industry is also experiencing the same. Innovation and marketing are therefore getting essential not anymore for its growth only, but also for the survival.
Challenges in the Financial Industry As per my understanding, the need of banks will reduce day by day, but the deman…
Recent posts

GO GLOBAL, ACT GLOBAL

Go Global Act Local - one of the commonly used terms probably all of us have come across. Yes, many will vote for it. But is it really as effective as we know? I have my personal observations on this.


In this hyper-connected world, a brand somehow goes global even if you don't want to. It is because someone somewhere looking for a product that exactly matches their needs. And we have social channels, search engines, classified ad sites, and so on. So, a brand has every potential to spread like anything. Now, what that brand really stands for is a different discussion all together and I'm not going into that. I think, products are already global from the very date of its production.

Then why do you act like a local brand while operating in a foreign market? In many situations, I have seen, customers prefer certain products for not being local. So, why pushing that? Moreover, people these days are smarter than ever before. They can tell why a brand desperately tries to act (I t…

MARKETING IN SOCIAL PLATFORMS

I was having a discussion with one of my fellow mates on the other day. Our topic was placing advertisements in social media. Social media these days not limited to social networking anymore; it's socially accepted (!) advertisement funnel. Yes, nothing to cheer about. Rather I'm a bit worried and annoyed.


Just because Brand XYZ did well using social media as their communication channel doesn't mean your brand will get similar attention and/or results. While designing a campaign across different social platforms, it's extremely important for you to know about your target audience, your specific objectives from different platforms and how your target audiences consume these different platforms/social network. You may have handful of budget and you may know how to create attractive contents; but still you may not be heard/seen in social platforms. Say for example, YouTube is very popular among your target audience. To be successful in YouTube, it is important for you to k…

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ESSENCE OF ENGAGEMENT IN DIGITAL SPACE

Once again, I’m not a social media marketing expert and I don't pretend to be one. My social media marketing knowledge is limited to the things I learn everyday by observation. Many of you have already gone through my previous blog namely, ‘Marketing in a Digital Space’. Those who didn’t get the chance to go through; don’t sweat. You may read it from the link below: http://meet-ehtesham.blogspot.com/2017/04/interviewer-to-candidate-do-you-have.html
That article was about the principles of promotion when you are in digital space. It mostly tells you about “going digital and acting normal”. At the final paragraph, I mentioned that we should put more and more WOW elements in social media to be successful. There were other points as well. But this is the toughest and most important of all.


Very recently I have conducted an experiment. Let me give you the background first. I have almost 700+ friends and 1K+ followers on my Facebook. My posts are usually pretty boring and hence very few…

ADVERTISING SIMPLIFIED

That day, I was going through an article which says that 38% of US adults use ad-blockers in their mobile phones and 0.35% average display ad click-through rate. Furthermore, Havas Media Group UK has already frozen spending on Google and YouTube. Another research shows that general visitors of different webpages (in desktop version) cannot recall any brand/communication/contents that are placed in the right side of the website. Can you imagine this? So, what are the ways to overcome this? Many advertisers these days are coming up with some phenomenon infotainments, infographics, interactive contents, etc. through different media channels (both conventional and social media) to keep their customers engaged. But how successful they are?
I don’t consider myself as a creative person. Moreover, the marketing knowledge I have is the very basic. So, pardon me if I sound loud to you. In case of developing a creative/ad, I personally follow a simple theory. Trust me, it helps a lot. The theory …

FORRESTER CALLS THE END OF ADVERTISING AS WE KNOW IT

The new Age of the Customer is upon marketers. Graphic credit: Forrester Research
Forrester Research is calling the end of advertising as we know it, signaling the inevitable departure of interruption-based messages that drive hundreds of billions of dollars of revenue for publishers, ad platforms and vendors. Driven largely by technology trends, antsy advertisers and weary consumers, advertising’s metamorphosis will lead to the rise of chatbots, voice agents and intelligent personal assistants that grow smarter with each consumer interaction. “The era of the end of interruptions is dawning,” said James L. McQuivey, vice president and principal analyst at Cambridge, MA-based Forrester. “Every time advertising is growing and useful is because it’s a part of a conversation with the customers. It transcends the interruption-based model and becomes part of a conversation. “We’re moving to a world where very few things you’re doing are interruptible,” he said. Advertising shaped culture, de…