The realm of sales has undergone transformation. The approach to buying and selling by humans has advanced. The general populace now tends more towards seeking businesses online before physically visiting a store. Indeed, one sometimes ponders, upon failing to locate a company on the internet, whether said company even exists.
Despite the various challenges faced by the current generation, one cannot deny our privileges. What we hold in our hands today is a wealth of information surpassing what our ancestors could accumulate in their lifetimes. Failing to utilize these privileges to their fullest potential, or not being afforded the opportunity to do so, equates to squandering opportunities that previous generations would covet.
As of January 2018, as per the Bangladesh Telecommunication Regulatory Commission (BTRC), 80 million individuals in Bangladesh are internet users. Forward-thinking companies have recognized that an online presence can reach a significantly larger audience in a shorter time frame and with greater cost efficiency. They understand that consumer reliance on the web presents substantial business potential, prompting investments in robust digital marketing campaigns.
However, when companies seek individuals with requisite digital marketing skills, they often encounter a skills gap. Where are the digital marketing experts when needed? Unfortunately, our academic institutions seem oblivious to this growing demand for individuals skilled in digital marketing as their primary expertise.
Radia*, a Marketing major from North South University (NSU), notes that among the approximately 130 credits in her curriculum, only 3 credits are dedicated to a mandatory course focusing solely on digital marketing. This is more than what some other institutions offer in the country. Despite the recent availability of the course and teachers' efforts, there remains uncertainty in approaching the subject. Nevertheless, Radia finds the course highly beneficial, enhancing her knowledge of online marketing, particularly in ad placement, content creation, data analysis, and SEO. When asked about the need for a digital marketing major, Radia suggests more such courses are necessary.
Although digital marketing is an established major in numerous universities worldwide, the reluctance to offer it as a standalone major persists. Mehraab Anwar, founder of digital marketing firm Scratchboard, is unsure about digital marketing becoming its own major. However, he emphasizes the importance of incorporating more digital marketing courses in schools to prepare students for the future. He believes online courses can proficiently train individuals, particularly in data analysis, for those willing to learn.
Ehfaz Nowman, a lecturer at NSU and experienced in developing digital strategies, stresses the importance of preparing students for the future job market. He observes a skills gap in digital marketing among employees and advocates for prior education in digital marketing to facilitate employment in a growing industry.
Recent times have seen marketing practices termed "dubious" due to the absence of digital marketing in curricula. Premium brands have faced backlash for openly displaying prices on their products, sparking public outcry.
Nafi Ul Haque, Director at Cookie Jar, views digital campaigns differently for a luxury hotel and a café. He notes the effectiveness of the hotel's social media campaign but highlights issues faced by the café due to the saturation of similar promotions. He attributes these issues to a lack of proper digital marketing education.
Unfortunately, the flaw extends beyond employees to employers. Many firms in Bangladesh misconstrue digital marketing as merely posting ads on Facebook or owning a Facebook page. Anwar emphasizes the importance of education to dispel such beliefs.
Despite Bangladesh's Facebook-centric population, studies show a shift toward other platforms like Instagram and Twitter, prompting the necessity for businesses to have a website alongside a Facebook page. The transition towards a broader digital marketing approach is inevitable.
The journey towards creating adept digital marketers depends on institutions adapting to market demands, overcoming bureaucracy, and embracing change. Whether this transformation occurs swiftly or gradually hinges on our ability to respond to evolving market dynamics.
