Navigating the digital landscape - bKash’s endeavour to carve its online presence

Abstract

The following piece details my internship with bKash Limited, a renowned mobile financial services provider in Bangladesh. In my internship, I have tried to find out how these digital marketing means of bKash affect the dynamics of this mobile financial service. I tried to study bKash's digital marketing strategies in great detail during the period of my internship. The increasing use of smartphones among the people of Bangladesh opened a way for the mobile financial services (MFS) business to flourish. This is because people were eagerly searching for financial inclusion. The research paper analyzes how bKash is using digital marketing in order to be competitive in the industry. Therefore, the aim of this paper is to investigate the digital marketing strategies used by bKash for customer acquisition, brand awareness building, and user engagement. I learned about bKash's operations by creating campaign ideas, conducting market research, and using digital marketing all throughout my internship. My team at bKash has provided me with extensive knowledge regarding the decision-making processes and the subsequent impact they hold. Therefore, I was able to apply that knowledge in constructing this paper. On the other hand, I carried out primary research through a questionnaire and collected insight from bKash users firsthand. bKash makes a well-rounded approach in covering all grounds of the digital network but despite all the measures it sometimes falls behind in leaving a substantial mark in the minds and memories of its younger customer base with a rather fleeting attention span. The following paper attempts to capture the gaps in bKash’s current strategies and offers feasible methods through which it can overcome and strengthen its connections with Generation Z.