Page 28 - IBT October 2020

Digitilization
Vanguards of
Digital
Marketing
The emergence and subsequent
revolution of digital marketing in
Bangladesh happened due to some
key factors coinciding within a very
short window – the rapid rise in campaign on social media in form of
internet accessibility via both a Selfie Contest as well as birthed a
broadband and mobile network, the new species of contents in the form of
emergence of Facebook, and a Online Video Commercials. An
booming smartphone industry which industry that started off as a fad,
is continuing still today. Luckily one gimmick, and cool thing to do
other incident happened around the gradually became an industry of core
By Marjiya Baktyer Ahmed strategic importance. Evolution from
same period – Analyzen came up to
try a bunch of crazy marketing stunts First-Ever Digital Agency of
on an emerging platform just for the Bangladesh to a Multinational
kicks! And before you would know, Digital-First 360 Creative and
Bangladesh saw its first commercial Technology Company, this is the story
of the last 12 years for Analyzen.
Digital Marketing - A
Creative Chaos
Analyzers (as people working in
Analyzen is called) take pride in
introducing themselves as pioneers in
many digital marketing trends. They
started selfie contests, made the first
viral OVC campaigns, introduced
pre-booking campaigns, took over
homepages with rich banner ads,
launched the first digital campaigns
targeted to NRBs, then they flew our
agency itself to another country and
so many more! It was not just the
agency that grew, it was the industry
too. Analyzen was able to position
themselves at the vanguard of the
revolution.
26
end of the day, the principles are the Campaign), Aarong Eid Campaign (for The 4 core values: enables the customer to provide
instant and public feedback to the
Best Use of Facebook), Omera
same for the marketers to figure out
Passion, Resilience,
brand. It not only creates a direc
how a certain market works and how
Mother’s Day Campaign (for Best
information flow from the client t
they should crack a communication
Video) and Sunsilk Hijab Launch (for
Delivery & Teamwork
approach to best suite their desired Best Content Marketing). These past few months have been brand, it also brings multiple cli
The next year, in 2019, they won 16
outcome.
in the same parallel and lets them
interact. Brands are now blessed w
awards with 3 Golds – bKash
challenging at its best and downright
A Strong Winning
Remittance Campaign (for Best
a new virtual environment to study
scary for certain businesses to say
Video), bKash Year Long App
and influence their client base. T
the least. Analyzen is coping with the
Streak
simple phenomenon is practically a
Campaign (for Best App Marketing),
limitations of the working conditions
game-changer in the history of
and Lever Ayush Launch (for Best
as well as adjusting with the new
With a total of 150+ national &
international awards in the last 12 Use of Facebook). normal lifestyle as the days go by. marketing.
Another shining moment last year
Social media is essentially an ope
The agency has wholeheartedly
years, Analyzen has undoubtedly
ground for the public to have
was when they won three Champion
embraced the work-from-home
proven themselves to be pioneers and
unrestricted conversation about
trophies in three different categories
culture since the beginning of the
trendsetters. Their first recognition
for the only three submissions that
anything. So moderation of these
crisis in the country and stayed
came in the Commward 2014 when
they made to the National ICT Awards
conversations to avoid a negative
uncompromising when it comes to
they won the Grand Prix in Video for
Web category for the REXposed series
rose as a need in the market.
original products, two of which are
and their families’ health and safety.
that they did for Samsung Mobile 2019. Those are for Analyzen’s three the safety of each of their employees’ their usual professionalism. Time was feedback loop within the audiences
Bangladesh. It was a phenomenal specifically designed tools for digital Surprisingly, all these challenges did better utilized and optimized for Analyzen has been catering these
success for many reasons. It was the marketing – Listenyzen, an integrated not put a dent in their working values timely deliveries. And all of these are needs with a two-pronged approach
first viral campaign and a trendsetter SaaS platform for social media or team morale. They have stayed possible for the unparalleled consisting of a readily equipped q
for OVCs in the Bangladesh market. customer service and insight passionate as ever in delivering the teamwork that they were able to management team and sometimes a
Also, they did it with zero media generation, and Commzen, an best for their clients. In fact, the maintain despite the distances group of Digital Brand Ambassadors
expenditure. AI-powered conversational commerce overall productivity of the Analyzers between one another. (DBA). The concept of DBAs was fir
Talking about OVCs, the agency has solution to generate sales for has increased in the past few months! They are, in the truest sense, a introduced by Analyzen back in 201
which in turn are changing the had a wonderful streak of the highest f-commerce and other businesses They have stayed vigilant and twenty-first-century digital marketing and was greatly effective for many
consumption behavior of the shared video content on Facebook in present on social media. resilient to the tasks at hand with agency working end-to-end on digital campaigns to date.
audience. What it creates for the the last few years. Across Miles for platforms with an indomitable
marketers is a constant gap in the Samsung, Spirit of Ramadan for resolution to face the uncertainties of Persevere Intelligently
Unilever, and Mother’s Day campaign the future together as a team.
track that they have to race up day in If you are young and enthusiastic
day out. In a way, staying proactive for Omera LPG are some of the few
as a digital marketer is incredibly successful campaigns which broke all Morphing Platforms about marketing, you should alread
In the beginning, digital marketing harder than it was even a couple of previous records of highest organic be convinced about the fact that
was all about new ideas and catchy years back. Only the most informed shares on Facebook in Bangladesh. and Creative execution plans grounded in the ‘digital’ has changed the ‘marketi
content just like traditional Not to mention, all of these brand identity. So it was a co-creation forever. Now if you want t
marketing. Except you would need to and agile agencies are creating campaigns won multiple awards in Alternatives and industry witnessed some path as your career and pursue
successful campaigns for their brands
know how the platform worked. But in 2020. their respective years. In the beginning, Analyzen had to exemplary brand communications on success, the rules are the same
any other hurdle. First, study the
today over a decade later, it’s not just And then there is the pandemic which They have bagged a few international educate the clients about the basic digital platforms.
about the big idea or quality content. has irrevocably changed our way of awards as well, like The Golden Globe principles of these social platforms Nowadays, the industry is past the market trends and then pick
discipline you want to master.
and their potential as effective
It involves recent trends, cross life. While there is no doubt it will Tigers Summit Award in 2015, marketing tools. However, their elementary stages of digital Because there are many and you
platforms, and even a bit of fringe
marketing. Every client is as much
Campaign Asia Agency of the Year
push people to embrace the online
must start with one. And once you
media in the mix, like AR and VR. lifestyle out of necessity, but no (Silver) in Rest of the Asia category, outlandish ideas were sportingly informed as their agency counterpart your goal, there is no altern
Digital marketing in today’s amount of prediction can give us and Socialbakers Smart Storyteller received by most of their clients and and starting from the brief till final hard work and experien
Bangladesh is simply creative chaos. absolute clarity about what it means audience from Singapore is more award in 2017. they did agree to work some out of execution everyone involved speaks other skill or expertise, thi
It’s what’s keeping the marketers for the future of digital marketing. likely to receive a certain brand But their big break came when they the box angles in the hope of some the same language. The target and continuous enrichment and a ce
awake at night and sort of However, as long as there is a communication for its functional became the agency winning the surprise. The agency’s initial achievements are measured in knack. So, persevere intelligently
encroaching the space of other older running economy, it is likely the value in their personal life, an highest number of awards in the triumphs helped build their credibility specific metrics and there is little In the world of digita
media on a national scale. industry will keep churning out audience from Myanmar would judge Digital Marketing Awards in in the market. space for creative argument. However, there are many locks and key
It has to do with the audience of impactful campaigns. the communication by its appeal to consecutive years of 2018 and 2019. Soon a new generation of brand new technology and constant route to success. Information is t
course. Today’s users of social media human emotions or novelty in their There have been a number of practitioners emerged who were well morphing of the platforms themselves first key, which unlocks i
did not exist even ten years back. The Crack the proposition. remarkable campaigns during this acquainted with the nooks and allow the agencies to come up with Technology is another, it opens
exponential evolution of technology Every economy has its own period. crannies of social media. Therefore, new ideas and creative alternatives. to new alternatives. Conte
has taken people of all ages to an Communication Code composition of digital audiences with There were 5 Grand Prix winning agencies enjoyed a more accepting The biggest transformation due to final key, which unlocks the he
ever-shifting process of adaptation to several such preferences and campaigns in 2018 with 18 total market where they could flex their social media in the field of brand our audience. All these eleme
online content and activities. New The ecosystem mostly differs in consumption impulses. What varies awards – bKash App Campaign (for creativity even more within their communication is its two-way nature. at the dead center of a memo
platforms have emerged, which has content preferences and consumption or dictates the overarching traits are Best App Marketing), Lux Super Star ideas. But this time, the client had an Unlike any other brand brand experience.
brought newer forms of content, behavior. For example, while an decided by the majority trends. At the (for Best Integrated Digital active part in most cases to keep the communication modes, social media