Rationale of the Study

The world is quickly becoming digital. People are consuming digital content on a daily basis.
Companies are starting to recognize the importance of getting digital and it is essential that
marketing departments adapt quickly to the new circumstances and actively hire professionals in the
field of digital marketing.

Digital marketing is extremely important, not only because of its rapid growth but also because it is
essentially the future of marketing. Soon all other traditional marketing forms will disappear as
digital marketing will replace them altogether.

While some generations will no doubt lament the loss of paper newspapers, books and old
fashioned communication methods, new generations who have grown up with internet and mobile
phones are already embracing the brave new world of digital consumption.

Digital marketing methods are faster, more practical and versatile than the old traditional ones.
Technology has put business in the digital age. Some of the most common forms of digital
marketing are:
 Facebook
 Youtube
 Website
 Blog
 Google Ad-word
Digital marketing is infinitely more affordable than traditional offline marketing methods. The main
benefits is conducting marketing digitally is the ease with which results can be tracked and
monitored. Rather than conducting expensive customer research, can quickly view customer
response rates and measure the success of marketing campaign in real-time, enabling to plan more
effectively for the next one.

I would definitely recommend establishing a digital strategy as soon as possible. It doesn’t have to
cost a lot and it can be highly effective in acquiring new customers, making sales and servicing
customers in real time. It is also clear that without the requisite awareness, knowledge and skill in
digital marketing there isn’t a hope in hell you will achieve success. This is why I am taking this as my
profession. I am presenting this report on digital marketing.

1
Objective of the study
Broad Objective
The main objective of this study is to analyze the problem and prospects of the Digital marketing
agencies.

Specific Objectives: the following specific objectives are summarized below:

 To identify possibilities of a digital agency
 To find out few problems related to services
 To make recommendations based on the findings.
 It is a part of requirement to fulfill my MBA program.

2
The Company, ADCOMM Ltd:
ADCOMM is one of the leading advertising agencies of Bangladesh. Established in 1974, we have
been breaking new grounds in advertising and marketing communications for the last 40 years.
Established by Geeteara Safiya Choudhury with a small team of 5 people and a revenue stream as
little as ten thousand taka, ADCOMM has grown into an industry leader with more than Tk. 60
million in annual turnover. Besides revenue growth, we have also been able to create and nurture
some of the most powerful brands Bangladesh has ever seen.

At ADCOMM’s strategy is simple. To believe great advertising makes way for big returns on
investments. Constantly strive to achieve excellence in every job they do, for every client that wishes
to avail their services. ADCOMM hold clients’ interests in their heart and always look out for
achieving their business objectives better.

As a result, today ADCOMM stand proud in claiming that almost half of the top brands of the
country have been benefitted by using their expertise, and numerous national and international
awards only validate their claim.

According to Bangladesh Brand Forum, 9 out of 20 top brands in the country today are handled by
the multi-disciplinary team. ADCOMM is the only agency in Bangladesh that received the Campaign
Asia-Pacific’s “South Asia Agency of the Year (Bronze)” award, along with many other respected
national and international awards over the years.

Bagher Bachcha Digital , Graphic People, Signage, Studio45, Screaming Girl Productions, NorthBrook
Consultants pvt ltd, Nazimgarh Resorts, AktiVision Advertising Ltd. , Art of Noise, Aktigram, NRG,
Northbrook are some of ADCOMM's associate companies and they help ADCOMM to provide its
client 360 degree service related to communication and production both below and above the line.

3
4
ADCOMM SBU 6 (Bagher Bachcha Digital)
Bagher Bachcha Digital gave its first paw-prints on March 2014 independently as a sister concern of
ADCOMM and have been walking through adventures ever since. One paw at time, one idea at a
time Bagher Bachcha is growing and maturing. Bagher Bachcha Digital is the newest and fiercest
little forces of digital nature here to take brand building to new heights.

Bagher Bachcha Digital team is the newest kids on the block in the new digital revolution that is
sweeping the nation. Advertising is slowly changing it path from the real world to the virtual world.
Bagher Bachcha has started its steps towards a new era of digital advertising.

Bagher Bachcha Digital is a digital agency that works with brands that growing and spread beyond its
normal territory, in other words it's exploring the endless possibilities of the internet. The power to
spread across borders if need be with just a click, gesture, like or share. Bagher Bachcha Digital
makes awesome viral, interesting posts, engaging contents and much more. The Bagher Bachcha
Digital works with brands that wants to try new things for it and find ways to reach people in ways
that has never been tried before.

It is true, ever since the social networking sites and famous portals like Facebook, Twitter, Linkd-in
and YouTube surfaced on the internet our lives have literally been taken by storm. The amount of

5
time spent online for reasons starting from socializing to work and beyond, is increasing day by day.
The number of internet users has grown tenfold as well. Advertising opportunities are starting to
shift slowly from the real world towards the digital world. Advertising agencies have existed for
around 150 years, and advertising or marketing have exist.

General Manager : Nafeezul Bari Tamal Community Manager : Ratri Ahmed

Operation manager : Dewan Anamul Junior Creative : Tanveer Ahmed
Senior Creative : Mosiul Hoq Strategist : Sameer Hoq
Senior Strategist : Seeb Chowdhury Brand Servicing : Md.Sunzidul Hasan Shubho
Senior Brand Executive : Sajib Raj Barman Query Management : Nilaxmi Bidhu

Organization Wide
With the new digital age, a new change has come and with that change possibilities have sprung up
hence the digital marketing come into Bangladesh has seen a brilliant increase of workforce and
ideas in this sector. Most of the population in the country has access to internet, especially through

6
their cell phones, thanks to the technological wonders we see every day. From buying/selling items,
connecting to whatever you want to do — everything is right there in your hand. ADCOMM digital
department Bagher Bachcha Digital is the new young agency with visions to explore and tame this
new miracle we call digital advertising. "BBD make viral, deliver 360 campaigns, and promote brands
online. BBD name it, BBD explore it. And while BBD are at it, BBD have fun.

Though a bit late but still, better late than never — viral have been the hottest thing for a while now.
If you're active on social media, you're nearly bound to come across a piece of viral content at some
point that's been shared by your friends or followers. Here's a brief breakdown of what it means to
"go viral" and some of the ways it usually occurs. When something an individual shares something
online, it's done because it moved him or her in some way, emotionally. Whether it's something sad,
happy, angry, surprising, and disgusting or anything else in nature— it gets shared so that others can
share, express or agree on similar or different feelings. Without social networking sites, it would be a
whole lot harder for things to go viral.

FaceBook, Twitter and YouTube, among many other sites, play the biggest roles in spreading viral.
But to trigger it, is the main key. That is where the digital advertising agencies come in. Plus, digital
marketing methods are faster, more practical and versatile than the old traditional ones. Technology
has put the business in the digital age. Some of the common forms Digital Marketing BBD are doing.

 Website (Search Engine Optimization)

 Blogs
 Digital Branding
 Social Medial
 Internet Banner Advertising
 Digital Apps

7
Client Services Managers Role
Client services managers connect an agency's creative efforts with advertisers’ needs, from leading a
first meeting on a new account to researching media outlets for a campaign. They maintain
relationships with executives of client businesses oversee the agency’s account team across all
disciplines and develop strategies for clients. In short, the client services manager is accountable for
all aspects of the delivery of work to the client. But the account leader’s role goes beyond merely
giving a client what he wants. Client services managers are problem solvers who analyze markets
and help advertisers develop business goals for their goods and services.

Daily Routine
Every day is different for client services managers, but routine tasks include updating status reports
for clients, receiving creative changes from clients, relaying those changes to creative staff and
supervising the account’s finances. Daily responsibilities involve maintaining and growing client
relationships, and managing client expectations — for example, keeping them realistic about
timelines for delivering campaigns. Research is also part of the account leader's job. Whether a client
makes tractors or sells clothes, the manager must become an industry expert. An account manager's
day might start with a client meeting to discuss a new app. Next up: Sending another client a rough
cut of a TV spot, getting feedback on the ad, making final changes and shipping it for an air date. A
brainstorming session for a client who wants to increase sales in a specific category might be on the
agenda, as well. Account leaders also schedule store walks to check out clients’ competition, write
up their findings and share them with clients. They also review magazine and newspaper articles for
new trends several times a day.

Characteristics
Client services managers share specific personality and work traits. They can juggle multiple client
needs while maneuvering sudden changes of direction in the marketplace. They're organized. People
skills are also a must, because they interface with many personalities in many disciplines. Diplomacy
is key as well — account leaders must work through differences between creative staff and clients.
Also important are curiosity and an interest in keep up with new technologies and trends and how
they affect a client’s business. Finally, the ability to foster a healthy work-place culture is important,
because agency employees work long hours and face tight deadlines.

8
A project always start with a client brief

Defining a project & Estimating the cost

9
This is now the time where you assess available resources (who are going to work on the project
internally and externally), how long it's going to take, and how much things are going to cost.
Coming up short and still passing on the project, one may also decide at this point to take on the
project if it makes sense from a relationship or agency new business standpoint. So who's the lead in
this case? Well it depends. For most if not all projects, the lead is the assigned project manager. If it's
for a new client, new business or something beyond the norm, an account team member may take
the lead. The team lead connects with, the technical director (if needed on interactive projects) who
helps to scope out development projects, the creative resources manager who will define the
creative needs and the producer who will define the production resources, such as the production
team or outside resources / services required for the project.
The team lead will also build out a schedule and create an internal cost worksheet that will be used
to estimate the project. Both the schedule and estimate is then routed and approved by the account
lead, assigned creative lead and upper management for approval to send to the client. Once the
project is approved by the client, the assigned project manager or producer will set up folders on the
server, schedule the work, inform accounting of billing requirements and set a time for the project
kick-off.

Design Creative strategy for the project

Clarity is very important. At a creative shop, what you are going to be-tasked to do is, well is kind of
vast. Having some direction will save you from spinning your wheels on an assignment. A clear

10
creative strategy spells out the challenges, but also places some limitations so that we don't burn
through the entire budget before completing the assignment. For creative or strategic assignments it
will fall to the assigned account manager, or internal strategist to generate a brief. In both cases, the
strategy gets approved by the client before work begins.

In an agency a creative strategy needs to be augmented in a few ways. There may be a whole
strategic exercise that either was completed or needs to be completed in as part of the creative
assignment. Need to add our timing, and our budget information. Remember, we are not only
storytellers, you are storybuilders. And as storybuilders, its up to us to work from a strong
foundation. It's up to us to make sure the agency has a brief that makes sense and the agency can
build from.

A Project Start
We are forming the idea that there seem to be two types of projects the agency handles, ones that
falls under the larger "creative strategy" umbrella and ones that are more production oriented.
Either type of project requires a startup meeting. For main creative or strategic assignments it will

11
fall to the assigned account manager to set up a meeting with the client. The project manager will
set up the meeting with the team internally. For production job starts, the project manager will be
the main lead is initiating and holding the job start meeting. In either case, the team manager is then
responsible for following up with the client or the team with a recap of the meeting, next steps, and
will be tasked with following up with the client in regards to any outstanding issues.

12
Brand Executive Mechanism

Once the project initiation or job start meeting happens, its off to the races. It's important during the creative phase that everyone works as a team and
checks in with each other at this stage. The biggest risk is blowing schedules or budgets. This is why you depend on each other to keep the entire project on
track. Team leadership happens this way during the creative process, the project manager keeps the team on task, keeps track of the master schedule and
overall resource costs, if needed, consults with the producer to keep the production team prepped, on task, keep track of the production schedule and
potential resource costs and need changes, the account manager keeps the client informed and happy.
Keep up the quality before release to the world

13
The last step in your process is quality control. No matter what type of project the agency produces or creates, we all participate in making sure the work
that gets out is as perfect as it can be. While our lead here at this stage is the project producer. You owe it to our entire team to participate with a clear
head at this stage in the work. Take the time, double check it, play with it, test it, check all links, go over the entire user experience, phone numbers, web
addresses, spell check, etc. This is our last chance to get things right.

14
Every place needs a road map. This workflow model is for an agency where project managers work together with account managers and producers to
complete projects.

Observed in the Organization

Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it should be delivered and hands it over to the client. Advertising
agency is mostly not dependent on any organizations.
Agency takes all the efforts for selling the product of the clients. They have a group of people expert in their particular fields, thus helping the companies or
organizations to reach their target customer in an easy and simple way.

Role of Advertising Agency

1. Creating an advertise on the basis of information gathered about product
2. Doing research on the company and the product and reactions of the customers.
3. Planning for type of media to be used, when and where to be used, and for how much time to be used.
4. Taking the feedbacks from the clients as well as the customers and then deciding the further line of action
All companies can do this work by themselves. They can make ads, print or advertise them on televisions or other media places; they can manage the
accounts also. Then why do they need advertising agencies? The reasons behind hiring the advertising agencies by the companies are:

15
  The agencies are expert in this field. They have a team of different people for different functions like copywriters, art directors, planners, etc.
 The agencies make optimum use of these people, their experience and their knowledge.
 They work with an objective and are very professionals.
 Hiring them leads in saving the costs up to some extent.

Academic preparation
Service and manufacturing operations have differences, but also similarities. For example, both create mission statements and a vision for how the
organization will be run and perceived by customers. Each provider or manufacturer wants to lead the market in its specific industry. However,
manufacturing and service operations answer different questions and formulate different strategies when it comes to planning and managing the way in
which an organization is run. As in operation management study most of the focus we give on manufacturing site rather than servicing. We learn servicing
management also but not in massive way.

To be specific, there are mainly few differences between our studies and service operations.
 Design of operation systems
The products and production systems can be designed separately because one same product can be produced by different manufacturing systems.
However in the service operations, the service provides system is part of the whole "service" itself. Different service provides system have different
characteristics which make the service not the same, so those two systems must be designed together within the service operations.

 Customers' effect
The production systems in the manufacturing companies are usually enclosed to customers; manufacturing firms generally evaluate their products' quality
from internal perspective rather than external (customer's) perspective. Thus they can have few influences on the manufacturing operations. However,

16
customers take part in the service operations; they may have positive and negative effects to the process. So the service companies need to make full use of
those good effects and try to minimize the undesirable ones.

 Boundaries of function division and human resource characteristic

In the manufacturing companies, there are clear boundaries within the operation, marketing and human resource management. The time and places are
different between producing and selling the goods. Besides most products need to transport through a complex channel before the customers get them. As
a result, there must have different people take response of different departments. Moreover, since the manufacturing operations are product-centered, the
working process and quality are strictly controlled, which means human's behavior will have few influences to the results. Nevertheless, to the service
companies, the human factor is critical while operating. Managing people must become a critical part of line managers' job in service operations. So the
three parts which had been mentioned at the beginning have to be integrated while managing.

 Measure of productivity
Output of the manufacturing operations can be easily measured through count the yield and test the product quality. However, in the service operations,
the quantitative indicators are unsuitable for measuring the output service. Productivity measurement it is more complex in service industries owing to the
inherent characteristics of services. Besides, the qualitative indicators of service are more difficult to define than those of manufacturing operations.
Furthermore, as a lot of service organizations have multiplex goal such as long-term benefits and social benefits, evaluating these organizations could be
even harder.
Improvisation in MBA program: Service Operations Management
Service Operations Management addresses the design and management of systems for services. This course will combine operations, marketing, and
human resources aspects of services using both text material and cases. A sampling of topics addressed includes service facility design, layout, and location,
service quality, managing queues, managing capacity and demand, the service encounter, forecasting and project management. A wide survey of service

17
industries will be studied including healthcare, financial services, consulting, entertainment, hospitality, airlines, higher education, environmental services
and adverting sector.

Operations management techniques used to be utilized more in the manufacturing sector than in the service sector. However, there is a trend towards
focusing more on operations in services. This is mainly due to the increasing importance of the service sector in world economy. Over 80% of U.S. jobs now
originate in the service sector, so more and more emphasis is being placed on increasing productivity and efficiency in the operations of services.

There will be case studies that will look at service operations both domestically and globally. These cases will also cover organizations in both the for-profit
and not-for-profit sectors of the economy. Additionally, there will be a group consulting project, where students will form consulting teams to work and
presentation. Finally, there will be plant tours scheduled outside of class for extra credit. The dates of the tours will be announced in class at a later date.

18
Lessons Learn from the internship Program (Experienced activities in internship)
I had to connect the creative with the brand for the clients, from the first meeting with client to last delivery of the project including the market research of
the clients' brand. I maintained the good relationship with the client and supervised the agency team of all disciplines and develop the strategy for the
client and had to show how it works with clients brand digitally. Before all of this I had to visit the clients with features of Digital marketing and related it
with clients brand then they gave me brief about what how they wanted play with consumer's mind.

After a long market research in the websites, page and as well as the ground. Then I found the idea of how we could take the brands, "in the emotional
way" or "in the rational way" etc. Then I passed the brief to the creative team head and they figure it out that what they could do with the brand. Creative
team gave me the key points with some idea and some suggestion. Then I had sat with them and had to analyze "how the idea can affect the brand and
how much the brand would affected with the idea strategy. Why people would take the brand in their mind? “After finding all the answer then I put all the
idea provided by creative team in the presentation. Then I had to figure out the budgeting for the brand how much the Brand should charge and how much
profit we could make from the client.

I also had to make the plan of which type of contract we will offer to the clients. So after I figured out all the things I took it to our general manager. Then he
revised it. And take all the technical decision and measure probability of the plans and prepare another optional plan for the clients. Then me, our general
manager and the creative team who was decided to working for the brand were go to the client office for the pitch with the budget and contract. Then we
go through the whole presentation in front of the client and made them understand that how it worked for their brand and show them all the probability
and also the optional plan.

19
If client was happy with the idea then I sat with them about the budget and came to the negotiation part and I made them clear about our service and get
the approval for the plan. After that they choose a contract and gave us work order. Then we take the account of the client and start working. Most of the
clients choose the Social media service that we are offering as a Digital Marketing agency. 99% if the clients go for the FaceBook and YouTube.

After the client choose BBD take over their social media account (FaceBook and YouTube if they have existence account) with the BBD own business
manager account. Then our community manager review's the account and start doing technical stuffs. After that BBD started to play with its strategy step
by step.

20
In the first primary steep I had to work for the ideas implementation as example if client asked for the viral videos I had collect the script and synopsis from
the creative and review it. And measure the brand communication with the target market. Then it took three approval process first BBDs' Art director
approved with the feedback, second the approval comes from the GM and last I had get the approval from the client.

21
Then I called vendors for the production with the budget. They pitched us in the same way as we pitched the client. Among the vendor I choose the best
one with affordable budget. Then I had to call a PPM (Pre-Production Meeting) where the selected vendor gave us clear idea what they would do. And then
again I have to measure the brand communication and give them approval and set deadlines. Then in the shooting date I had to supervise them and
observe them that and had to report to our GM. After the shooting and editing done the CD (creative Director) approve it and I sent it our client and get
approval and then it goes to GM and to the community manager for upload in the YouTube or FaceBook.

For all ideas that I pitched to the client and which got approval I have pass through the same process. In the whole process basically I worked as a
communication via. Except of this I had to do some more stuffs like, maintain the communication with the press, media, journalist and other potentials for
organization. I also had taken care about our internal marketing and billing.

Get new clients was the biggest challenge for me. To overcome the challenge I had to make the relation with the others Brands and our competitor also. I
always updated about the all the things happing in the advertising world, news, events, occasions, and also the consumer test. What the consumer liked to
see and like to feel. How could I involve the them more with the brands and their psychology.

Expect all that I describe I also had some through duties. They are given below
 Meeting and communication with clients to discuss and identify their requirements for advertising
 Working with agency colleagues to develop an advertising campaign that meets the client's brief and budget efficiently;
 Presenting, alongside agency colleagues (particularly the account manager), the campaign ideas and budget to the client.
 Working with the account manager to brief media, creative and research staff, and assisting with the formulation of marketing strategies;
 Communicating with, and acting as the link between, the client and advertising agency by maintaining regular contact with both, ensuring that
communication flows effectively;
 Negotiating with clients and agency staff about the details of campaigns;

22
 Presenting creative work to clients for approval or modification;
 Handling budgets, managing campaign costs and invoicing clients;
 Writing client reports, Making Job status report
 Monitoring the effectiveness of campaigns;
 Undertaking administration tasks;
 Arranging and attending meetings;
 Making 'pitches', along with other agency staff, to try to win new business for the agency.


23
Recapitulation
While operations management is focused on the production of goods and/or services in an organization, its importance to the overall organization cannot
be underestimated. When an organization's operations are properly managed, the functions of all other departments are smooth, and when an
organization's operations are managed improperly, all other departments suffer.
The marketing division's success is reliant on successful operations as well. It must have a successful and on-time product or service to market. It must
have a product or service that works and that is being produced in appropriate numbers. If it does not, if there is a shoddy product or a product for which
production is behind, the best marketing in the world is of little use.
All in all, operations are the heart of any organization that is providing a good and/or a service. When operations are managed well, it makes the function
of all other departments easier, and conversely, when operation is managed poorly, all other departments suffer.

Recommendations
Operations management techniques used to be utilized more in the manufacturing sector than in the service sector. However, there is a trend towards
focusing more on operations in services. This is mainly due to the increasing importance of the service sector. For Service Operations Management our
objective should be,
 To increase students’ understanding of the nature and importance of the service sector.
 To aid students in effective decision making in the management of a service organization.
 Students should be able to understand the decision-making process in both domestic and international service organizations.
 Students should be able to understand the decision making process in both for-profit and not-for-profit service organizations.
 Students should be aware of the environmental impacts of a service organization’s actions.
 Students should be aware of the ethical issues involved in a service organization’s actions.
 To increase students’ analytical abilities in solving problems that service manager's face.
 To expose students to primary and secondary research tools utilized by service managers to effectively run their organizations.

24
_________________________

25