Online brand personality

Xtra Desk writes about a firm that claims to provide innovative solutions for digital marketing and online presence of brands


Digital marketing is an umbrella term for all online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.

Today the reality is that people spend twice as much time online as they used to 12 years ago, suggest researchers. And although we say this a lot, the way people shop and buy really has changed, meaning offline marketing is not as effective as it used to be. Although digital marketing’s development began since the 1990s and this further changed during the next decade as brands and businesses began to utilise technology for marketing, digital marketing in Bangladesh is a new issue.

CrossWord M&C, a full-fledged marketing and communication agency, claims to deliver efficacious consumer experience for brands with all the expertise needed to promote a brand successfully, with an aim to create a significant brand persona. Running with the tag line ‘let’s solve the puzzle together,’ they hit the market in 2015. Despite being an agency overall, their mission is to provide innovative and effective brand marketing along with digital marketing solutions that will help their clients to grow their businesses.

For instance, if a company is launched in the market today, there is a focus toward drawing the potential virtual market. With e-commerce sites booming and banking sector going online, digital marketing is the new world for brand visibility.

Clear thinking at the wrong moment can indeed stifle creativity, so the shared vision by the company is to deliver results-oriented campaigns across the full spectrum of marketing collateral for all businesses large or small, improve their sales and foster their growth.

The team members term themselves as puzzlers and Shahjahan Miji, a retired general manager at Bangladesh Textile Mills Corporation (BTMC), is leading the team as the managing director. While talking to New Age Xtra, Miji says, ‘What we mostly do is strategic planning and campaign management with digital marketing. Our creative minds design every campaign and strategy which is all that any brand needs to achieve optimum engagement.’

Apart from attracting the target customers through graphical representations in the online platform, the brands need to have a creative engagement. ‘A Picture is worth a thousand words, and when it comes to capturing the audience’s attention; we help our clients take full advantage of every chance at communicating their message,’ says Miji.

CrossWord’s main job is with four sectors: web development, brand development, digital marketing and content development.

Aiedid Rashid, an executive of the venture, says, ‘We develop websites using three different content management systems. We use WordPress and Drupal, Codeigniter, as well as our own system, CrossWeb CMS. Tangible elements of brand development includes the product itself; appearance, price, the packaging, etc. Our ad campaign strategy is that any brand will need to establish a perfect online presence: Regardless of whether it’s a HTML5 rich media banners, an engaging video content or even a facebook post content, our mindmappers will create one to make a brand grow.’

In the competitive market place today, sky is no more the limit, but much higher. Along with the many clients and campaigns, CrossWord developed the marketing of Payza Bangladesh, which is a global online payment platform specialising in e-commerce around the world. Other two recent successful campaigns were of the Picasso Restaurant at Gulshan and Air Cargo India.