Page 10 - IBT October 2020

FROM

THE

EDITOR

Even before the "New Normal" was here, products and services, at times to lure them to
thanks to a pandemic that brought nations to shop for their products. Interestingly, in such a
their knees, a "new reality" emerged around short span of time, we are lucky to have
the economic and business landscape globally. home-grown digital marketing agencies who
According to experts, factors like social have successfully brought their A-game. The
tension, economic nationalism, and most beautiful part of this story of growth and
technological revolutions played pivotal roles gain is how both brands and their agencies
in shaping this reality, compelling business managed to put “empathy” at the center of all
leaders and policymakers to unlearn and these activities. During COVID-19, brands have
come up with a new playbook of strategies. launched campaigns expressing solidarity;
Such was hinted inside the Boston Consulting made pleas toward their ever-expanding
customer base to embark upon a journey of
Group's book, "Beyond the Great", that speaks
about how businesses should benefit not only resilience and revival. All those stories have
the shareholders but all the stakeholders. It touched hearts, captivated audiences, and
managed to pull in humanitarian assistance
also suggested a couple of strategies to
weather the storm. One of the strategies is to needed for the most-distressed and
vulnerable group of our countrymen. Read our
"liquefying" the company. By which it means
"building flexible, fluid and nimble structures stories to know more about these
epoch-making efforts.
to withstand the rapidly changing
environments". Such "liquefaction" can be Teeming with millions of youths, Bangladesh is
achieved by enriching one's company's a country where brands have a special
backend with digital tools and upskilling the responsibility to educate them about empathy.
employees with the required knowledge to As we are writing this editorial, the country is
make the best use of those tools. Going digital rattled with heinous news of women getting
thus, is the ultimate mantra to survive the violated by goons and thugs. While the law
upheaval of the current times. In this issue of enforcement agencies are working hard to
ICE Business Times, we focused on agencies bring these people to justice, we strongly
and companies which have been setting new believe brands have more responsibilities to
standards of digital communication, PR, and raise their voice and develop a social
branding to reach out to millions of conscience where men would feel an urge to
customers. protest against such violence and teach other
men to refrain from such heinous acts. In the
Digital Marketing, a buzzword, at times,
jokingly is compared with teen sex, as states a long run, brands and agencies have social
obligations to come up with campaigns that
meme, “everyone talks about it but no one
actually knows how to do it”. Immersed into not only preach about the good-wills of a
the world of meme and emojis, the youth and brand but also give us reasons to connect with
them for good. Make no mistake, the "new
middle-aged netizens, around 33
million-19.7% of our entire population- of the normal" too will soon pass and become a fad,
what remains is the work we need to do to
country are spending huge amounts of time
on Facebook. Brands need to communicate make our country a safer place for women and
a better place for every citizen.
with them to raise awareness about their