Magnito Digital Organizational Overview

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Advertising industry is growing rapidly in our country. However, usage and availability of
internet for various purposes like socializing, shopping, business etc are increasing. Besides
using internet service for all this kinds of purposes, it is also for promotional purposes. In order
to do that, various advertising agencies were introduced in our country for promotional work.
Some of them are tagged as “Digital Marketing”. Magnito Digital is such kind of a digital
marketing agency. As Bangladesh continues to grow in the tech business with increasing use of
consumer electronics, such as smart phones and tablets, there is organization growing alongside
that are tapping into a large, untapped market that the technology is providing for new businesses
and entrepreneurs .Magnito Digital only concentrates in the digital space, such as, search, social
media, web and mobile. Today, Magnito is the fastest growing digital marketing in Bangladesh.
From the 2013, Magnito serves over 40 clients locally and globally .Magnito is attached to well-
reputed brands like Grameenphone, Mobil, Symphony, Telenor, Omera, Maximus, Noir and so
on. However, the organizational structure of Magnito Digital starts from Chief Executive Officer
(CEO) to general employee. Magnito Digital’s goal is to earn customer satisfaction and fulfill
their expectation by providing quality service. They have different departments like strategy
department, client server department, content department, client server department, media
department, IT department etc. Magnito Digital has strategy issues like opportunity issues and
threat issues. Magnito Digital is an advertising agency which utilizes digitalization for the
advertising works.
Executive Summary

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There is a saying that, “Saving money by not doing advertisement and saving battery by not
using it in a watch is the same thing.” In practical life, advertisement is an investment. Because
advertisement will create awareness thereby it will increase sales. So, investing money in
advertisement will even turn into the growth of profit. Advertisement has influenced almost each
and every consumer to some degrees in the modern world. Organizations around the world have
learnt that to pave the way to their success, it plays a vital role to communicate effectively and
efficiently with their target audiences. Nowadays, market is highly competitive. So, now they
have to go beyond traditional advertisements like TVCs, Radio Commercials, Print
Advertisement, Billboard etc. Due to the enormous and revolutionary development in
communication and technology, World Wide Web has become a part and parcel in our day to
day life. Advertisements, can now, in fact make internet look more beautiful and interactive and
thereby attracting more customers to check out the products. And advanced technology and
communication system equips the advertisers with the ability to reach their target customers at
the right time at the right place in the most cost efficient way possible. Now, every company has
to maintain quite a good number of departments. The marketing department of most of the
companies plays the role of branding and sales. So, most of the time, for advertising and
communication, they hire advertisement agencies. Advertisement agencies are specialist
advertisement firms consisted of highly skilled people. So, for business firms, it is cost efficient
and effective to outsource their communication works to advertisement agencies. So, in recent
times, Advertisement agencies are very popular.
Introduction

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Magnito Digital is an advertisement firm which is specialized in digital marketing. They are one
of the fastest growing marketing agencies in Bangladesh. Riyad Husain, the current CEO of
Magnito Digital founded this firm in 2013. Developing the first football related app in
Bangladesh is one of their many early successful works. Currently they have high profile clients
like Unilever, Grameenphone, Marico, American Express, City Bank. For maintaining these high
profile clients, they have highly skilled employees. Around 40 employees are working for
Magnito Digital. In a nutshell, their mission is to combine creative ideas, innovative
technological solutions and measurable results to create sustainable meaningful relationships.
They had won the gold award and became the Campaign Asia-Pacific - Digital Agency of the
Year 2015 in the Rest of South Asia category. The event was held at ITC Grand Central Hotel in
Mumbai in December 7. According to the CEO of Magnito Digital, they serve their clients
across the digital universe, covering search, social, display and mobile marketing. They have
tailor-made products that help them cater to all types of needs and clients.
Unique Selling Points of Magnito Digital are:
 Winning team
 Combination of technological & creative competency
 Experience in understanding and working with brands
 Tailor-made products to serve a wide range of digital marketing needs
 Proprietary dashboard for efficient campaign management
 Meaningful partnerships
 On-going contribution in developing the digital eco system of Bangladesh
Organizational Overview

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Since the 1980s, most advertising agencies around the world have shifted towards a common
structure. In the past, each individual agency offered a variety of different marketing services
under a single roof. The rapid expansion and development of the media industry since the mid-
1980s has forced the large agencies to move from full-service businesses to more specialized
ones. That is, now there are separate agencies for different kinds of services.
a huge number of mergers and acquisitions have taken place over the last decade and the top end
of the market is formed by a small group of major international holding companies, each of
whom controls a large number of separate agencies. Independently owned agencies are there as
well but they are small in comparison with the group-owned brands.
Financial performance in the last few years
In 2007, the global advertising revenue amounted to 495.36 billion U.S. dollars. The revenue
then went down in the following two years due to economic recession. Then from 2010 the
market started to revive itself again and in 2012 it reached an all time high of 512.92 U.S. billion
dollars. The growth rate from 2012 to 2016 was 6.4 percent. E-marketers have predicted that the
495.36 491.05
438.25
468.74 485.7
512.92
539
581.01
611.72
660.88
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Revenue
in
US
billion
dollars
Year
Global Advertising Revenue
Global Industry Structure

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advertising markets in all major regions will grow between 2011 and 2017, with Asia-Pacific and
North America poised to grow the most.
Major Geographic Markets
Total media Digital Mobile Internet
1. United States $189.06 $58.61 $28.24
2. China $73.13 $30.81 $12.14
3. Japan $40.19 $9.61 $3.37
4. Germany $27.71 $6.67 $2.11
5. United
Kingdom
$25.22 $12.59 $4.67
Worldwide $592.43 $170.50 $64.25
From the above figure it can be seen that the top spenders in advertisements are US, China,
Japan, Germany and the UK. The US is the dominant advertising market over the world and it
represents nearly 32% of the global market. It is assumed that Brazil will become the fourth
largest market for advertisement by 2018, taking over Germany and the UK. On the other hand,
Canada and Mexico could have the fifth largest market around the same time.
53%
21%
11%
8%
7%
Market Share (Top 5)
United States China Japan Germany United Kingdom

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Rank Company Country of
Origin
Revenue Major clients
1 WPP Group United Kingdom $19.0 billion Colgate-Palmolive, HSBC and
Vodafone
2 Omnicom Group United States $15.3 billion PepsiCo, AT&T and Microsoft
3 Publicis Groupe France $9.6 billion Gucci, Hermes, LVMH
4 Interpublic
Group
United States $7.5 billion General Motors, Johnson &
Johnson, Microsoft and Unilever
5 Dentsu Japan $6.0 billion Kraft, Canon and Toyota
6 Havas France $2.2 billion Air France, Citigroup, IBM
7 Hakuhodo Japan $1.92 billion Apple, Nissan and Suzuki
8 Merkle United States $1.51 billion Walmart, Dell and Novartis
9 Global
Experience
Specialists
United States $1.04 bilion Nike, Philips and Dove
10 Epsilon United States $0.93 billion Ford, General Motors, P&G
Degree of industry concentration
The advertising industry was previously not as concentrated as it is today. With the advent of
multiple advertising media coupled with the intense competition in all areas of businesses, the
industry has now proved to be very much concentrated. There is now a large number of high
revenue generating agencies all over the world. The big names of different industries are now
relying a lot on the advertising industry for the purpose of promoting their businesses.
Despite the advertising industry’s development over the recent years, there are some global
problems in the industry that are prevalent in today’s world. Advertising takes a lot of effort and
effective use of resources and if they are not properly implemented, various diversions may take
place. The changes in the industry as well as the economic downturn in recent years have left the
Top 10 Advertising Firms
Global Industry Issues

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industry with many problems. Some of the issues in the global advertising industry are as
follows:
1) Staff Turnover: The recession in recent years has put a significant impact on the staff of
advertising agencies. Many agencies downsized their employees while some moved to
different industries due to absence of job security. Thus high turnover took place at many
firms, which consequently weakened clients’ relationship with the agency. The lack of
consistent relationships makes it easier for a client to some other agency.
2) Use of social media: Social media is a revolutionary advancement in the present world.
Previously, only traditional advertising media such as TV and billboards were used. But
now social media has turned out to be one of the most active media around. Billions of
people are using social media every day. Negative words spread very easily in social
media. So advertisers are extra cautious when performing their tasks. Negative reception
in social media can jeopardize a business as well as the agency making the advertisement.
The issue here is that this negative perception is not always justified.
3) Target audience: Sometimes if the company making a certain product does not position
it properly, it has an impact on the advertisers as well. They make a failed effort in trying
to match up with the positioning and the end result doesn’t always end up well. This gap
has to be narrowed down.
4) Political influence: The law of a country governs how individuals and other entities
should act. There are certain rules that are laid down by the government which restricts
the liberty of the advertising agencies.
5) Transparency: Transparency is needed by the advertising companies because in recent
years, there is a difference between what the agencies portray as their value and what the
auditors find. Numbers are very inflated and far from reality. The industry needs to be
more transparent and use accurate ways of finding expenditures and values.

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The Beginnings and Current Situation of the Industry:
It is not long time adverting agencies have emerged as a most important contributing
industry to the economy of Bangladesh. More than 500advertising agencies are operating
business currently in Bangladesh, ranging in size and standard. About 10 to 16 of these
agencies control half of the country's entire advertising market. This sector employs about
10 thousand people. The advertising, marketing and PR sector in the country is measured
small in comparison with other Asian countries comparative to its population. However, the
industry has seen impressive growth and the advertisement market is estimated by industry
experts to be more than TK 2300 Crore annually, with a growth rate of 10 percent a year
(2015. In some cases the ad agencies make the advertisements themselves, in some cases
they use production houses. There are about 15 large production houses that make
advertisements. All together, large and small, there are about 60 such production houses
making advertisements. Just 10 years ago 30% of the commercials would be made in India.
Now about 99% are made locally. A large part of this growth is credit to mobile companies
and consumer products. Banks and the real estate sector also provide a significant
proportion of advertising revenue. The most important sector in recent years is in different
food and beverage industries of Bangladesh and few multinational companies.
The sectors are expected to maintain to prosper with the increased access to technology and
various media, including the internet, social media and satellite television, and with a large
emerging young population. With the growing economy and population, experts forecasts
The Bangladeshi Advertising Industry in the Global Context

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that more international brands will be attracted to the country, fuelling the growth of the
advertising industry.
Numerous international agencies operate via their locally based affiliates. These include
Ogilvy and Mather Communications Pvt. Ltd. that is a part of the global Ogilvy and Mather
operates from its office in Dhaka, the global agencies AdPeople Worldwide, Grey
Advertising, BBDO Bangladesh, Accenture, and Bates, a WPP company. One aspect of
developments in the country’s industry is represented by Ogilvy Noor which is the first
modified Islamic branding firm in the world. With the growing number of both international
and local advertising firms, the sector continues to become more competitive.
One of the largest marketers in the country is Unitrend; which is the Bangladesh affiliate of
McCann World Group. Other prominent companies include with Mindshare. Besides these,
there are few Bangladeshi local advertising firms who contribute in portion in the total
advertisement industries. The PR industry is the country is moderately new and has seen
significant growth over recent years. There are now several local and international PR
agencies operating in the country, including the prominent firms Northbrook Consultants,
Concito PR, Impact PR, Nelsons PR, Masthead PR and Forethought PR Primary
organizations in these industries include the Advertising Agencies Association of
Bangladesh (AAAB), the Bangladesh Public Relations Association (BPRA), and the
Marketing Association of Bangladesh.
The World Economic Forum’s Global Competitiveness Report in 2012-13 section placed
Bangladesh in 119th out of 144 countries with a value of 3.3 out of 7. Coming below the
mean of 4.1 which is indicates that companies in the country are less likely than average to

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utilize sophisticated marketing tools and techniques. In relation to buyer sophistication, the
country placed 94th with a score of 3.1 which is below the mean of 3.5. This suggests that
buyers in these countries are more likely to make purchasing decisions based on the lowest
price rather than on a sophisticated analysis of performance attributes.
The legal aspect of advertising is controlled by the government through a requirement of the
media to sign contracts with advertising agencies or the advertiser for all types of
advertisements. The general terms and conditions of the contract are to conform to laws and
regulations relating to printing, publication and mass communication. The Ministry of
Information is the primary controlling authority and may decide to change all or a part of the
terms and conditions of contracts with the advertising media. Advertisements related to
drugs, cigarette, and the like require prior permission of the Ministry of Health. Also, the
government has set an ethical code of conduct, although not adopted as a legal document,
for advertising agencies and for the media. The code urges the agencies to refrain from
advertising products like alcohol, cigarette, baby food and cereal, undergarments for men
and women, and contraceptives (except birth control pills). The media in general is expected
to abide by social norms and moral value, refrain from direct attacks on any religion, person
or organization, as well as from obscenity and vulgarism, and from using historical leaders
and political leaders in advertisements.
Below a chart is given that shows the top 20 listed Leading Advertising Agencies in
Bangladesh. These agencies come in all sizes like as small to medium sized agencies, large
independents, and multi-national, multi-agency conglomerates. Most full-service agencies
work on combination of fee-based and commission based compensation. The fee is paid by

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the entity for which the marketing is being done. The commission is a payment from the
medial to the agency and is usually equal to 15% of the cost of the advertisement. The
broadcast media, radio and television traditionally pay commission. Interactive agencies
may differentiate themselves by offering a mix of web Design and Development, Search
Engine Marketing, Internet Advertising and Marketing, Social Media Marketing or E-
Business and E-Commerce consulting. Here’s the list of top 20 ad firms in Bangladesh:
Rank Name of the Agency
1 TBWABenchmark
2 Brand vent
3 Ogilvy Noor
4 Spellbound
5 GREY Advertising Bangladesh Ltd
6 EXPRESSIONS LTD
7 McCann Worldgroup
8 ZANALA Bangladesh
9 Bates CHI & Partners - Dhaka
10 EON
11 Macomm
12 Asiatic JWT-Dhaka
13 19
14 StrateGeek Digital
15 AdPeople Worldwide
16 Head office
17 ARTISTRY Advertising

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18 Mullen Lowe Group
19 NOKSHA
20 Bitopi Advertising
The size of advertising industry in Bangladesh:
The size of advertising industry is smaller in comparison to other Asian countries, but it is
catching up fast. The Bangladesh market is a tiger cub in comparison to China, India and
Indonesia according to Chairman of Asia pacific region of the United-State based company.
Bangladesh’s advertising industry will grow further as the country is one of the emerging
markets in Asia, says an international marketing expert. According to Dave McCaughan, who is
the strategic planning director of McCann World group, Bangladesh can produce world- standard
commercials as it has developed the required expertise. Moreover, a big change in the marketing
industry took place because of growing popularity social media like facebook.
The size of advertising marketing including print, electronic, on-line and billboard is
estimated at more than tk.2000 crore annually and it grows 10% a year. Overall, Bangladesh
has huge chance to do pretty well in the advertising industry.
International Connections
The advertising firms in Bangladesh are all wholly owned and operated by local businessmen
and some firms are affiliated with international ad firms. There is high possibility that
Bangladesh would be the next emerging market in the advertising sector in Asia after Indonesia
and Vietnam. This country is important just for some numbers such as 160 million people, 6.32
percent GDP growth, and an increased per capita consumption. All these factors are attracting
more international brands to the country, which will ultimately fuel the growth of the
advertising sector.
Unitrend which is one of the largest houses of marketing communication in the country is the
Bangladesh affiliate of McCann Worldgroup. McCann operates in more than 185 countries and
handles hundreds of major, global brands such as Coca-Cola, Microsoft and Nestlé. Bangladesh
has achieved a positive change in terms of quality and content in this industry.

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Company Overview of
With the advancement of technology the use of internet in Bangladesh is increasing at a
significant rate. As connectivity among the population is growing at a greater speed, one way or
another people will come across the brands online. To make most out of this opportunity brands
must concentrate on digital promotions.
Magnito Digital is a marketing agency that provides complete service to their clients. It is an
agency that offers end-to-end marketing solution.
Company Profile
 Address: House:7, Road:23/B, Gulshan:1, Dhaka
 Contact Number: +88029821812
 Email:info@magnitodigital.com
 Website: http://www.magnitodigital.com
 Establishment year: 2013
 Number of Employees: 50+
 Prime Services: Social and Mobile Marketing
 Key Clients: Telenor, Grameenphone, A2I, Apollo Hospitals, Keya Cosmetics, Comilla
Victorians, RupchandaS uperchef 2015, SS Steel, Noir, etc
Management Directors:
Chief Executive Officer
(CEO)
Riyad S. A. Husian
Chief Financial Officer
(CFO)
Fayaz Taher
Chief Management Officer
(CMO)
Amer Khan
Director (Strategy &
Planning)
Munazer Chowdhury

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’s Goal:
The goal is to provide the best service to the clients, earn their satisfaction, and fulfill their
expectations by ensuring quality services on time and offering them the best value in terms of
standard, quality, price, environment and other ethical practices.
However, currently Magnito Digital is working on “Magnito Lab”. The concept of “Magnito
Lab” is the empowerment of the employees of the organization to invent and come up with new
products or features or something that will create value and help Magnito to serve its’ clients
profoundly.
Strategic Goals of :
 Attain competitive advantage by reducing overall cost than the competitors.
 Proving excellent quality service to the clients.
 Achieving technological leadership among the peer group.
 Strengthening the company’s brand position in national and international market.
 Keeping good relation with valued and top priority customers.
 Providing necessary support to the customers.
Organogram of

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Departments at :
Magnito is one of the best digital marketing agencies of Bangladesh. It comprises with different
departments to ensure sound and smooth operations at the company and also to run the company
efficiently. All these units are monitored by the directors of the company. To operate this
company efficiently Magnito Digital has the following departments:
Responsibilities of each department:
 Strategy Department: Strategy and planning department is one of the major
departments of this company. This team is considered as the backbone of Magnito
Digital. They are responsible for giving campaign plans and approvals for clients. They
are also responsible for setting different route to serve effectively and efficiently
customers. Moreover they are also responsible for making pitch/presentations for new
clients.
 Client Service Department: Client service department is responsible for maintaining
external communication with the clients. They always communicate with the clients
Strategy Department
Client Service Department
Content Department
Creative/Designers Department
Media Analyst Department
IT Department
Operation Department

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regarding different advertisement. This team is considered as a bridge between content
department and clients. Clients communicate with them and tell their requirements. Then
they give brief to the content team regarding these requirements. After that they send the
creative to the clients and take approvals from them.Not only that, they are also
responsible for directly communicating with the customers’ on behalf of the client
through social media platforms by managing query.
 Content Department: Content department of Magnito has two different types of sector.
They are content development team and Community response team. Main duty of their
content team is to provide contents for the clients. On the other hand a main
responsibility of community response team is providing information to the customers,
answering different quires of customers which have been asked through Facebook pages.
 Creative/Designers Department: Creative Team or designers of Magnito Digital is
considered to be the right hand of the organization. It is their duty to come up with the
creative/posts that are to be posted on the social media timelines of the clients’ and also it
is the responsibility of the creative to produce videos or promos if asked by the clients.
 Media Analyst Department: After all the works of all these departments comes the turn
of the media analyst department without whom the company cannot provide clients with
the goals. Media analysts carry out general, quantitative and qualitative research to
produce media evaluation reports, and then all these are used to increase the effectiveness
of marketing campaign. Media analysts make extensive use of audience research figures
by promoting the creative made by paying the social media platforms.
 IT Department: It is the IT Department’s responsibility to serve the employees with all
the needs and wants so that they can serve the clients properly. It is their responsibility to
take care, check and update all the devices that the employees are using for the purpose to
serve the organization’s goal.
 Operation Department: Operation Department is responsible to observe and check if all
the operations of the organization are going smoothly or not. It is their utmost
responsibility to perform at the right time to solve any problems that occurs. Operation
department at Magnito also deals with employees salary accounts, client’s billing
accounts, etc.

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 HR Department: At Magnito Human resource department employees are involved with
recruitment, training, career development, compensation and benefits, employee
relations, industrial relations, employment law, compliance, disciplinary and grievance
issues, redundancies etc. The department involves in keeping up to date with areas such
as employment law, which changes often.
Strategic issues are always very important for any kind of organization. But it has a special place
in the digital marketing company like Magnito Digital.
A table of Magnito Digital’s strategy issues is presented below-
Opportunities Threats and Headaches
1.Content strategy 7.Googlization
2.Digital marketing optimization 8.Social CRM
3.Right touching 9.Touch point attribution
4.Social media marketing 10.Privacy wars
5.Display resurgence 11.Digital Marketing
6.Mobile apps
There is basically two ways to be effective:
1. Trend following: In this strategy, the company follows the recent trend. Ongoing culture or
trend is being accepted and followed.
2. Vision following: In this very strategy, the company follows its own vision. Our company
Magnito Digital follows this strategy.
Strategic Issues and Analysis

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1. Content strategy (Opportunities):
More than twice as many people go for online as for socializing(82%) then to do business(39%)
or shopping(31%).72% people go online just as part of community. A visual figure of the
percentage using internet is given below:
Figure 1.1: Percentage of the people using internet
So, we can see a huge number of people use internet mainly for socializing. Here, Magnito
Digital could use the opportunity by developing their online value proposition (OVP). To
develop OVP they need to answer certain question for their core value proposition. The
questions are:
 Who you are?
 What you do?
 Where you do it?
 What makes you different?
Socializing
82%
Business
39%
Shopping
31%

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 How can our digital presence help you decide?
Moreover, Magnito digital needs to specify their Online Value Proposition by following
these steps:
 Reinforcing core brand proposition
 Different OVP’s for different markets and audiences
 Special value that a site visitor expect
 Develop content strategy to deliver OVPs
 Communicate message forcefully: both online and offline.
 Try to make their concept exceptional
Try to develop OVPs by using blogs, RSS feed, company twitter, face book page, LinkedIn page,
Image newsletter. It is shown in the following chart like this:
Figure1.2: Ways of developing OVPs
1. Blogs
2. RSS feed
3. Company
twitter
4. Facebook page
5. Linkedin
page
6. Image
newsletter

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2. Digital marketing optimization (opportunity):
Fig2.1: Means of marketing optimization
Digital marketing optimization is the analysis of user behavior, intent and actions across search,
media and Web properties to increase the return on investment (ROI) for digital media marketing
efforts. Digital marketing optimization provides a detailed understanding of advertising reach
and performance, and a means to maximize efforts across all channels. The result is continuous
improvement in advertising messaging, placements and media buys, which enhances strategic
marketing efforts, boosts targeting abilities to engage the right audiences and promotes higher
returns. It can also:
 Improve the customer experience: Better analysis of cross-channel information helps
marketers determine how to optimally lay out each Web page for the best usability and
engagement. Additionally, analysis of complex patterns using click-through and search
data, combined with historical behavior trends, demographic data and other information,
Marketing
optimization
Web
Analysis
(WA)
E-mail
service
provider
Website
experimentation
Website
personalization
Enterprise
analytics
Ad tracing and
optimization
Behavioral ad
targeting
Paid search
optimization

23 | P a g e
can help marketers know exactly where to place advertisements on a page for the greatest
response. This information also helps marketers structure the product and navigation to
drive customers to complete their transactions more efficiently.
 Bolster productivity and reduce marketing costs: Analyzing marketing effectiveness
by channel can help illuminate the potential trade-offs between media-buying
investments and guide the marketing strategy. Armed with better, more granular
information, companies can more easily and economically deliver an improved marketing
mix based on customer preferences.
 Lift revenue: Optimizing marketing spending can lead to lower operations costs. At the
same time, better ad buys and placements garnered through digital marketing
optimization can improve customer response rates while increasing revenue and profits
for the entire organization.
The table chart above indicates how to automated optimization by fulfilling some criterion. Web
Analysis, in which magneto digital can ensure the customers website behavior and its marketing.
Website Personalization and Ad Tracking and Optimization also help Magnito Digital to
complete their task by satisfying their customer. People can easily find any product related and
issues for a particularly companies. Besides that, Magnito can ensure the Ad tracking systems on
its customer’s website.
Magnito Digital also provides the services of Personal email, Behavioral & Targeting purpose,
for any New or existing websites experimentation, enterprise analysis and Paid search
optimization by charging money.
$
Starting
out
Identify KPI
Benchmark
competitor
No
segmenting
Defined
Processes
Test
multiple
landing
pages
Funnel
analysis
Preference
segmentati
on
Managed
Processes
Systematic
testing of
what we are
doing
Compelling
and effective
call to action
A/B &
multivariate
testing
Online
surveys
Customer
engagement
Time
Optimized
Processes
Structured
approach to
improve
conversion
Align keywords,
calls to action
&landing pages
Customer
journey analysis
Event
triggered/Behav
ioral email
Behavioral
segmentation

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Fig 2.2: Planned conversion optimization:
The above figure shows the Planned Conversion Optimization process and the Services provided
by Magnito Digital. Time, tests and segments Magnito provides for analysis and optimized
process is very important. That’s why they divided four types of segments or tastes. Which one is
suitable for any company can take their consultation services and then can provide the order of
works. Starting out is the Basic plan they provides with a lower amount of service costs. There
are another two segments like Intermediate and Advanced Section.
Magnito Digital provides the unique quality in their services. They show their valuable
customers not only ‘Why’ but also ‘Why’ –other tools can help their websites or promotion to be
successful whereas others show only ‘What’ not ‘Why’. Magnito thinks the heartiest sound of
the customer’s advantages or disadvantages. For example- some visitors of Clients websites
sometimes can’t find the actual products or information’s they need. So, they can complain or
can find the necessary information by search box. So, Magnito use a Search Box to their client’s
website.
3. Right touching: Engagement optimization (Opportunity):
Fig 3.1: Elements of right touching

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The Figure above shows the importance of taking the right media or communication channels in
right time to achieve right balance of value between both parties (Customer and Company).
Magnito Digital suggests its valuable clients to take the right decision in right time. For example,
nowadays internet and online is very important to communicate with the customers. For
example- GP can contact easily with its customer through the channel of internet, GP Apps,
Flexiplan etc.
ROI
Time
Fig 3.2: Phases of strategy opportunity
Email Marketing is one of digital marketing in recent time. Magnito provides the services of
email marketing promotion to their valuable clients. Now, all companies can advertisement or
can familiar their new products, promotion and important notice over the email. The users of
email marketing are also increasing tremendously. In figure 6, we can see the importance of
email marketing in digital world.
tT
Spray
broadcast
one to many
Opted to data
Spray & pray
No
segmentation
No
personalization
Personalization
Phase 1
Simple
personalization
Basic
segmentation
Tracing
improvements
Viral marketing
Personalization
Phase 2
Targeted customers
Dynamic context
Web browsing &
purchasing
behavior
Regional marketing
RFM & A/B split
testing
Frequency of
contact modeling
One to one
Marketing
Full view of
customer behavior
across the
customer touch
points
Advanced customer
RFM segmentation
Triggered
campaign based on
success of other
events
Conditional content
driven by
predictive &
propensity
modeling
Dynamic
merchandising
rules

26 | P a g e
4. Social media marketing (Opportunity):
Social media market is another important element. Most of the people use internet just to
socialize.
Digital Marketing Radar:
Fig 4.1: Digital radar
Digital Marketing Radar is one kind of radar that create a linked up all the paths linked with a
company’s web sites to customer services, publishers, social bookmarking, social networks,
photo and video sharing gallery, search engine and aggregators & syndication. So, it’s very easy
to say that Mgnito Digital is such like radar in digital marketing industry.
Social Media Marketing is also very important. A company is how much popular can measure
sometimes by analyzing its social marketing and presence in different social pages or websites
such as face book, Google +, linked in, Skype, twitter, and different types of blogs. People now
want to get instant solution and information from any products or company. So, social websites
can be the only single platform for all of the companies together. To develop social platforms,

27 | P a g e
blogs, and RSS feeds, Email marketing, Magnito Digital provides the package for their clients so
that they can provide one stop services easily.
Fig 4.2: Typical ways of marketing in the internet
At before company used only website and less used the other functions like email marketing,
affiliate marketing, search marketing. That was the old tradition of the company’s marketing
policy. But, in nowadays it has changed drastically. Now the others alternatives ways are being
most popular than the old and traditional marketing.
 Now company uses Email and Tele Marketing
 Affiliate Marketing
 Search Marketing
 Offline and Display their advertisement.
Website
Email
Marketing
Affiliate
marketing
Search
marketing
Offline &
display
advertising

28 | P a g e
Fig4.3: Beating heart elements of social media marketing
The new methods of digital marketing are beating heart: pushing content out. A company is how
much popular can measure sometimes by analyzing its social marketing and presence in different
social pages or websites such as face book, Google +, linked in, Skype, twitter, and different
types of blogs. People now want to get instant solution and information from any products or
company. So, social websites can be the only single platform for all of the companies together.
To develop social platforms, blogs, and RSS feeds, Email marketing, Magnito Digital provides
the package for their clients so that they can provide one stop services easily.
5. Display resurgence (Opportunity):
For a digital marketing company like Magnito Digital, it is very important to have a cool and
nice display. Otherwise it is never possible to grab the attention of the consumers and the
sponsors. However, they need to set up their display setting as per with the changing demand.
6. Mobile apps (Opportunity):
Mobile apps are the platform for smart phone to download free or paying some charges. There
are some operating systems available in market for mobile phones. Android, iOS, Windows are
the most popular operating system in nowadays. So, a company can provide apps to its customer
E-Mail
(Newsletter,
alerts, updates)
Beating
Heart
Blogs
(Authors,
staff, readers)
Social network
brand pages
(Competition,
discussion,
connection)
RSS feeds
(News, alerts,
updates)

29 | P a g e
to communicate with them so easily. Magnito Digital provides the feature for its clients to make
successful apps for different operating systems for their business and customers. GP apps, city
touch apps etc. are some example of such kind of marketing. People can download the apps from
their own mobile phones app stores. However, it is the last ever opportunity of Magnito Digital.
7. Googolization (Threat):
Googolizating is the new concept of digital marketing. Many company wants to active in goggles
websites like YouTube, Google plus, Google docs. YouTube is a most popular website for video
sharing. Magnito Digital provides the service of this kind of marketing. They can provide some
feature for this marketing. As per the client’s wishes, they work for it. By accepting this feature a
company can spread their information through a video clip worldwide. Anyone who subscribes
the company pages will receive updated videos instantly.

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8. Social CRM (Threat):
Customer relationship management (CRM) is a term that refers to practices, strategies and
technologies that companies use to manage and analyze customer interactions and data
throughout the customer lifecycle, with the goal of improving business relationships with
customers, assisting in customer retention and driving sales growth. CRM systems are designed
to compile information on customers across different channels -- or points of contact between the
customer and the company -- which could include the company's website, telephone, live chat,
direct mail, marketing materials and social media. CRM systems can also give customer-facing
staff detailed information on customers' personal information, purchase history, buying
preferences and concerns. In a nutshell it means track customers to give them a superior services.
CRM is very important for Magnito Digital because they are dealing with their customers as well
as the customers of their clients. For Magnito’s customer; Magnito Digital maintains a rich
database. For giving client’s customers a superior service it is important to know about the
company.
For instance Unilever Bangladesh is one of Magnito’s big clients. In Bangladesh Uniliver offer
three types of Soaps. These are Lux, Dove, and Lifebuoy. Now if Unilever has given a task to
Magnito that promoting these soaps, first of all, Magnito has to analysis the quality, price and the
targeted customers of these soaps.
If it is Lifebuoy then targeted customers are middle and low income people. Lifebuoy’s brand
characteristics are refreshing and sporty.
If it is Dove then targeted customers are high income people. It maintains a very Sophisticated
and Rich Brand Characteristics.
If it is Lux then targeted customers are all of the social classes. For brand characteristics of Lux,
it focuses on beauty and skin care.
So, at the beginning Magnito has to analyze these products and then create advertisements for
these products, so that they can reach to right consumers. For these they need to analyze
purchasing power of the overall market. All of these things are only possible when the company

31 | P a g e
is maintaining a proper CRM program. The diagram below summarizes the total CRM system of
Magnito Digital.
Figure 8.1: An organogram of the CRM is given below with customer social insight.
The above figure describes about social CRM .Social CRM, which has a full form like customer
relationship management is use of social media, services, techniques and technology to enable
organizations to enable with their customers.
Social customer insights: The 5Ms
Marketing Sales Service &
Support
Innovation Collaborati
on
Customer
Experience
Social
marketing
insights
Marketing
response
Campaign
tracking
Event
management
Social sales
insight
Rapid
social
sales
Protective
social lead
generation
Social
support
insights
Rapid
social
response
Peer-to-
peer
unpaid
Armies
Innovation
insight
R&D
Collaboration
insights
Enterprise
collaboration
Extended
Collaborati
on
Seamless
customer
experience
VIP
Experience

32 | P a g e
9. Touch point attributes (threat):
Touch point, contact point or point of contact is a business jargon for any encounter where
customers and business engage to exchange information, provide service or handle transaction.
Here in case of digital marketing, the touch points needs to be recognized correctly and needs to
be focused.
10. Privacy wars (Threat):
It’s an obvious that now –a-days privacy is not conceal that much in social networking site like
face book. So, privacy wars are very common. It depends on the facebook, messenger user that
how much they want to expose to the people. But usually, Magnito digital searches the potential
customers, woo over their profile and target them for their marketing .But it is almost impossible
to figure out the needs and demand of the people of the social networking site user to know about
their choices and demands of any particular products or services.
11. Digital marketing (marketing):
Whatever happens all day long, at the end of the day digital marketing concept represents the
marketing concept. That means the 4ps: product or service (core beneficial value), pricing
strategy of the product (cost is a factor), placing or distribution channel of the product (the
supply chain management) and last but not the least promotional work or advertising. In the
digital marketing trend, we follow the same strategies but in a different manner. Here, for the
promotional work basically we follow the digital way of marketing. Overall, digital marketing is
ultimately the marketing.

33 | P a g e
Business Canvas Model for
There are many formats of Business Canvas model for academic projects. Analyzing all those
here we have included most relevant key factors which has direct and indirect influence on
Magnito’s business. Products, customer segments, value proposition, channels, Key resource,
key activities, key partners, revenue stream, customer relationships and cost structure are ten key
factors which are going to be discussed in this business canvas model.
The Business Canvas Model

34 | P a g e
Products:
Magnito Digital offers eight types of services to their clients. These are
1. Internet Search Analysis for the Clients
2. Internet Campaign Development
3. Social Media Marketing
4. Mobile Marketing Strategy
5. Promoting Videos
6. Web Development
7. Internet Page Development and Management
8. Email Marketing along with Social media Promotions
As it is instructed by the course instructor that we need to choose one of their offering products
and develop a Business model canvas. By taking the interview of the CEO of Magnito Digital we
came to know that Social Media Marketing is the most popular product of them and they are
earning a lot of money from it. There was a social media marketing campaign called “PONDS
HAPPY COUPLE SELFIE” was one of their successful marketing campaigns and it went viral
on internet. The details of PONDS HAPPY COUPLE SELFIE which belongs to Social media
marketing product category is discussed below:
There are over 6 million people in Bangladesh present in multiple social media platforms. That
number is growing every minute. Magnito provides end-to-end solutions for all social media
marketing needs. They create the value of all relevant content for the brand. From developing
rich content to listening to what people are saying about the brand, social media experts ensure
the clients always one step ahead of the competitors. Once a client activate a package with
Magnito, an assigned team of community managers will be responsible for managing social
media pages around the clock. We work across Facebook, Google+, Twitter, Instagram,
YouTube, LinkedIn and Vine.

35 | P a g e
Social Media Campaign includes:
1. Research & ideation campaign development
2. Page development & management
3. Content creation & promotion
4. Social Media Ads
5. Fan acquisition through digital media buying
6. App development
7. Reporting through customized campaign management dashboard
Customer Segments:
All the Big and small companies who want to promote their business through Digital platforms
are the targeted clients of Magnito digital. To treat all the clients properly Magnito Digital has
different packages. So Magnito Digital is following Focus differentiation strategy actually.
These are the all clients of Magnito Digital. Magnito Digital has run community engagement
campaign for Bangladesh Government. Unilever, Grameen Phone, City Bank, Banglalink etc. are

36 | P a g e
big clients of Magnito Digital. On the other hand they have promoted small companies like
Tastebud, Wow burger; CP etc. are the small company clients of Magnito Digital. By analyzing
these it is clear that their customer acquisition is much diversified and quite impressive.
Value Proposition:
By providing all kinds of online media support Magnito digital is increasing value for their
client’s brands. Some values, which are offered by Magnito for social media campaign is given
below:
1. search trend analysis
2. search campaign strategy
3. keyword marketing
4. search engine optimizationreporting
5. research & ideation
6. campaign development
7. page development & management
8. content creation & promotion
9. fan acquisition through digital media buying
10. app development
11. reporting through customized campaign management dashboard
12. social ads, content promotion & optimization
13. display ads campaigns across local & international publishers
14. mobile ads
15. lead generation campaigns
16. sponsored blogs
17. email marketing
18. mobile marketing strategy
19. mobile content development
20. mobile ads
21. lead generation
22. coupon-based campaigns

37 | P a g e
23. wap push
24. augmented reality
25. mobile application development
26. viral videos
27. promo videos
28. tutorial videos
29. digital catalogue
30. reporting
Point of Difference: Magnito Digital is totally specialized on digital marketing. They are
offering all kinds of available digital marketing service to the clients with different pricing
strategy.
Point of parity: All digital marketing services which all the competitors are providing.
Channels:
They are basically B2B (Business to Business) company. They are making quality ads, so clients
are approaching Magnito willingly as well as directly. Magnito digital has good networking in
the corporate field as they are doing very good in recent times. Their business channel is pretty
simple. Potential clients approach directly to Magnito to promote their products.
Customer Relationship:
Magnito Digital focuses on long term relationship with the customers. This is why they focus on
continuous improvement. Sometimes they maintain customer pages and websites, so it is easier
for them to commit a long term relationship with the customers. Manito Digital is very careful
while proving the services because they are dealing with the brand. So any mismanagement can
harm the brand image easily. Magnito Digital believes in contentious improvement and they
frequently collect feedback to create strong relationship and deliver better service in future.

38 | P a g e
Key outside influencers:
Government organizations, Suppliers and Advertising Agencies Association of Bangladesh are
influencing the business environment of Magnito Digital.
Government Institutions
The Bangladeshi Government has a number of institutions that play specialized roles:
1. The Department of Media and Communication is a body of the Ministry of Industries
who is responsible for implementation and monitoring all advertising laws.
2. The Ministry of Information and Ministry of Cultural Affairs responsible for regulating
both domestic and international advertisements in Bangladesh. They set different rules
and policies to regulate the advertising industry in Bangladesh.
3. The Ministry of Industry develops new policies and strategies for promotion, expansion
and sustainable development of advertising sector of Bangladesh.
Associations for the advertising industries in Bangladesh
These associations are responsible in regulating relations between advertising industries and
clients. They work for the rights of the clients and ensure they are treated fairly.
Advertising Agencies Association of Bangladesh (AAAB) which was established back in 1977 is
perhaps the most important association in Bangladesh’s advertising sector which is under “The
Federation of Bangladesh Chambers of Commerce and Industry”. According to the Advertising
Agencies Association of Bangladesh, the advertising market in Bangladesh is of about 2.5
million to 3 million taka.
Munir Ahmed Khan, general secretary of the association and Chairman of ad agency Unitrend,
says that the market for advertising is growing in volume by 10% a year. For a few decades now
advertisements have been made for radio and television. Then there are billboards and newspaper
ads. There are over 500 advertising agencies in Bangladesh, ranging in size and standard. About
10 to 16 of these agencies control half of the country's entire advertising market. This sector
employs about 10 thousand people.

39 | P a g e
So it is clear that the role of this association is very vital for the advertising industries in
Bangladesh because they regulate all the companies to give proper data of their business and
they critically analyze all the advertisements which will be shown to public. If there’s anything
wrong in the advertisement which is not suitable for the audience this association will take
necessary step against it and stop its publication right away.
Suppliers:
Magnito Digital has no particular suppliers as they are working as a supplier to the clients. But
for Magnito traditional suppliers could be media, film, radio and TV, production, research, print,
direct mail, and sponsorship. These things always depend on client’s demand and budgets.
Key Resources:
Brand image is the main key resource for Magnito Digital. It helps them to gain customers as
well as creative personnel. Hiring creative and hardworking personnel is one of their major tasks.
This is the reason why they are providing high quality service.
Another thing is the machineries. As they are working in digital marketing industry they need
computers, licensed software, and camera for the projects. They have quite good financial
backup for these things.
Last but not the least, expert and motivated workers, employees and employers are working hard
to push the company in front. Magnito Digital ensures justified salary and bonus in due time to
keep them enthused and loyal. They need to focus on these segments because it is a creative
sector, so high motivation towards work is very important.
Key Activities:
As it is discussed before that Magnito digital has to ensure their quality. Otherwise the clients
have different options. The CEO said currently they are only focusing on quality so that they can
be the market leader in that industry.
Their Story board is full of creative people. Story board signifies designing the whole marketing
campaign. According to the CEO, every employees can take part in creative meetings. They

40 | P a g e
always encourage entrepreneurship in their organizations. For their social marketing campaign
product they always assign two employees who will frequently check that social media pages
As they are a marketing firm they need to maintain a good public relation. For that they arrange
seminars in universities and also sponsor events. It also help magneto to identify potential
creative service people for the future.
Revenue Streams:
By analyzing the report it is clear that most of the revenue comes from the client of the company
as it is a B2B company. Again, by creating content on the internet or promoting video or getting
likes can earn some revenue. For example, Magnito Digital earns money by getting views or
likes on social media.
Cost Structure
As they are a digital marketing agency, they have high computer and internet maintenance cost.
In order to create web contents and maintain domain, they need quite a good financial backup.
According to CEO, this cost is higher than the two costs stated earlier. And currently they have
40 employees whom they need to pay a satisfying amount.

41 | P a g e
The emergence of social media has changes the advertisement platform. Comparing to TVC’s
and other forms of advertisements digital advertisements are more interactive. Consumers like
digital advertisements because they can get answers of their queries instantly. In Bangladesh
internet users are increasing day by day. So companies are focusing on digital advertisement
platform. This is one of the main reasons behind the success of Magnito Digital. This is why
Magnito Digital within a very Short time converted into Market Leader from Market Challenger.
But these Digital platforms required continuous innovation. Innovation was always the key to
success for Magnito. They need to maintain it properly. By analyzing all the aspects, Magnito
Digital looks very promising and as a market leader they are serving properly to their clients.
Conclusion & Recommendation
The emergence of social media has changes the advertisement platform. Comparing to TVC’s and
other forms of advertisements digital advertisements are more interactive. Consumers like digital
advertisements because they can get answers of their queries instantly. In Bangladesh internet users
are increasing day by day. So companies are focusing on digital advertisement platform. This is one
of the main reasons behind the success of Magnito Digital. This is why Magnito Digital within a
very Short time converted into Market Leader from Market Challenger. But these Digital platforms
required continuous innovation. Innovation was key to success for Magnito. They need to maintain
it properly. By analyzing all the aspects, Magnito Digital looks very promising and as a market
leader they are serving properly to their clients.

42 | P a g e
To conduct our Research we referred to a wide range of online journals and articles as shown in
the references in the following pages. We also conducted an interview with the CEO and Chief
Media Analyst of the advertising firm that we intend to do the project on, Magnito Digital.
Research Method

43 | P a g e
Mr. Riyad Shahir Ahmed Husain
CEO
Magnito Digital
3rd Floor, House B, Simonz, 7 Rd No 23, Dhaka 1213, Bangladesh
Date: 13/03/2015
Dear Mr. Riyad Shahir Ahmed Husain,
We are extremely grateful for taking your time to patiently answer our queries. Your
contribution will be form the basis for a crucial part of our Strategic Management project.
Sincerely,
Adil Al Nahian
Md. Fahad Hossain
Md. Ishmam Abedin
Md. Zakaria Ahsan
Sharika Tasnim Prema
Shafayat Habib
Thank You Letter

44 | P a g e
About us. (2016, March 18). Retrieved from Magnito Digital:
http://www.magnitodigital.com/products.html
Correspondent, S. (2015, March 13). Magnito Digital to spread word on a2i Programme.
The Daily Star. Retrieved from http://www.thedailystar.net/city/magnito-digital-spread-
word-a2i-programme-71302
Husain, R. (2016, March 20). (I. Abedin, Interviewer) Dhaka, Bangladesh.
Karim, E. (2015, April 8). CONQUERING THE DIGITAL WORLD. The Daily Star,
Star People. Retrieved from http://www.thedailystar.net/star-weekend/star-
people/conquering-the-digital-world-72330
Magnito Digital at DIGIBUZZ 2015. (2015, April 29). Dhaka Tribune. Retrieved from
http://www.dhakatribune.com/tech/2015/apr/29/magnito-digital-digibuzz-2015
Magnito Digital becomes Digital Agency of the year 2015. (2015, December 10). Dhaka
Tribune. Retrieved from http://www.dhakatribune.com/bangladesh/2015/dec/10/magnito-
digital-becomes-digital-agency-year-2015
Magnito Digital becomes the content management agency for WowBox. (2015, March
16). Dhaka Tribune. Retrieved from
http://www.dhakatribune.com/tech/2015/may/16/magnito-digital-becomes-content-
management-agency-wowbox
Making Of Magnito Digital: A Story Of Passion And Perseverance. (2016, February 29).
Retrieved from futurestartup: http://futurestartup.com/2015/03/11/magnito-digital-story
References

45 | P a g e
Our Brands. (2016, February 26). Retrieved from Unilever Bangladesh:
https://www.unilever.com.bd/brands/
Saha, S. (2012, June 19). Bangladesh: the next hotspot in ad business. The Daily Star.
Retrieved from http://www.thedailystar.net/news-detail-238817
Staff correspondent. (2008, March 6). Advertising market in Bangladesh expanding fast.
Bangladesh News. Retrieved from http://www.independent-
bangladesh.com/200803062786/business/advertising-market-in-bangladesh-expanding-
fast.html
"Advertisers Will Spend Nearly $600 Billion Worldwide In 2015 - Emarketer".
Emarketer.com. N.p., 2016. Web. 18 Mar. 2016.
Global advertising expenditure from 2009 to 2019, region (in billion U.S. dollars).
"Global Advertising Expenditure By Region 2016 | Statistic". Statista. N.p.,
2016. Web. 18 Mar. 2016.
"The 10 Biggest Ad Agencies In The World, Post-Publicis, Omnicom Merger". Rediff.
N.p., 2016. Web. 18 Mar. 2016.
"Structure Of The Advertising Industry". Adbrands.net. N.p., 2016. Web. 18 Mar. 2016.
Hasnat, M. A. (2014, 11 10). Rise of creative industry. ProthomAlo. Retrieved from
http://www.en.prothom-alo.com/bangladesh/news/56142/The-rise-of-the-creativeindustry
National Encyclopedia of Bangladesh. (2016, March). Retrieved from Banglapedia:
http://www.ebanglapedia.com/en/article.php?id=49#.VuGt6_l97IV

46 | P a g e
Choudhury, Nazim. "Conversations With An Optimist: Bangladesh’S Advertising:
Gazing
Into The Crystal Ball". Nazimfarhan.blogspot.com. N.p., 2009. Web. 4 Mar. 2016.
Breedon, S. (2013, August 17). How Online Advertising is Outperforming Traditional
Ads. Washington DC Online Marketing, 1-4. Retrieved from
http://www.examiner.com/article/howonlineadvertisingisoutperformingtraditionalads
Chi, H. H. (2011, Fall). Interactive Digital Advertising vs. Virtual Brand Community.
Journal of Interactive Advertising, XII(1), 1-21. Retrieved from
http://jiad.org/article152.html
Gamer, P. (2015, January 8). The evolution of online advertising. An investor's guide to
the online advertising industry, Part 1, 1-15. Retrieved from
http://marketrealist.com/2015/01/onlineadvertisingwilloutpacetraditionaladvertising
Mims, C. (2015, July 6). Hats off to Web Advertising. The Wall Street Journal. Retrieved
from http://www.wsj.com/articles/wherewouldwebewithoutinternetads1436120809
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2013). Strategic Brand Management
(4th ed.). India: Pearson Eduation Inc.
Hill, C.W.L., Jones, G.R., Schilling, M.A., (2013). Strategic Management (13th
ed.).
CENGAGE Learning.

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