A STUDY RELATED TO PAKISTAN’S SOCIETY
Digital marketing in Pakistan is not only trending but it has become an essential part of our society. It is embed in our lives like electricity and with time its prevalence will be exponential. Nowadays Pakistani consumer trust their peers more over ads, more over the sales generated by social media through Facebook, YouTube, Pinterest, Snapchat, Instagram and Twitter. Now consumers are shifting to new brands rather than sticking to the existing ones. Consumer behavior in the digital age is an ever-changing and ever-expanding especially in terms of our society, which is still in a process of transformation and development.
On the other hand, In Pakistan people hesitate and avoid sharing their bank/credit card information over internet to avoid and frauds and stealing. Pakistan is thought to be the slowest adopter of online shopping trend in the world. The problem is that the vast majority of the online traders don’t know about the social and cultural norms about Pakistani market. Many researches have been done on online consumer behavior and characteristics have been made by many researchers and it helps us to understand how consumer prepares themselves to buy anything.
DIGITAL MARKETING IS CHANGING CONSUMER BEHAVIOR
Representation and Power
The digital media in Pakistan is going through from its evolutionary stage and its creating a positive and as well as negative impact on society. Digital media activist and bloggers have gained reputation for their prodigious analysis and logical point of views on social, political and numerous areas of interest. On the other hand, some of them failed to make a change.
Social media revolution is helping society to raise their voice through social networking sites and blogs
Pakistan has highest growth rate of internet users in region as per propakistani.pk
“The introduction of mobile broadband coupled with the influx of affordable smartphones had a catalytic effect on the use of social media in Pakistan. People turn towards social media to voice their opinions, experiences, suggestions and feedback on any topic or constituent of the society. Among the most popular social platforms, Facebook leads the way with more than 3 billion connections per day. It is by far the most popular social media platform in Pakistan as more than 17.2 million user accounts are estimated to be from Pakistan. Twitter is also fast becoming the preferred social media portal with more than 280 million connections per day.”
Digitalization has been playing an important part to change the social life of the human beings.
Overnight sensation Arshad Khan “Chai Wala” shows the real power of social media. A photographer Javeria Ali took his picture during a photo walk, when she posted this picture on her instagaram, it went viral within few hours. People started talking about how good looking the boy was and now he became a talk of the town overnight and people actually comparing him with Fawad Khan and Hamza Ali Abbasi.
“Arshad Khan had received a modeling contract from an online retailer in Islamabad. The online shopping store in the federal capital posted his several pictures in the blue suit on Facebook. The company announced in its post that Arshad would be working as a model for its ‘full version launch’. “Chaiwala is no more chaiwala, now he is fashion wala,” said a Facebook post by the online store.” morenews.pk
This fame of Arshad Khan can be related to Foucault’s idea of power that it is not wielded by people or groups by way of ‘episodic’ or ‘sovereign’ acts of domination or coercion, seeing it instead as dispersed and pervasive. (Foucault 1998: 63) In Arshad’s case, he has become an overnight celebrity and his fame is mainly due to the positive assertion of people who liked his photo and spread it on social media.
Community, Communication And Digital Marketing
Smartphones, social media, blogs, online shopping, tweeting, e-books, watching movies and films over Internet are the most striking ways between technology and society.
On the other hand, In Pakistan people hesitate and avoid sharing their bank/credit card information over internet to avoid and frauds and stealing.
“The age of digital communication has thrown the established media industry into disarray. Unceasing technological advance, convergence between once distinct sectors, and profound changes in how consumers engage with content has brought dynamism, complexity and uncertainty. Virtually no ‘traditional’ media organizations occupy positions in new media markets equivalent to the ones they held in the ‘old’ mass media ones. It is unclear how well, or in some cases how long, traditional media organizations will continue to fulfill mass media’s traditional roles in the age of digital communication.”Lucy Küng – Jönköping International Business School, Sweden
“A critical theory raises questions about the way things are and provides alternate ways of for the media to behave. Critical Theory is based on a set of specific social values. Critical theorists critique existing social institutions. They look specifically at institutions (like media) that undermine or marginalize important values. Let’s think about how alternative movements are framed by the media.”
The source of information will be questionable. There will always be a chance that the source of information is verified or not as in people can easily manipulate data.
Exclusion and Participation
Social Media Marketing has been playing an important part for transforming contemporary society. The digital media is very fast, people gets information in seconds but at the same time it can be a source of errors. The question is how digital marketing is holding the behavior of consumer. Now we are connected to world audience but somehow digital media has isolated us from friends and relative.
According to Forbes“Turkle spent a decade looking at how people relate to “emotional” robots, and our preoccupation all things virtual, over face to face communication – we “friend” people on Facebook, keeping people at an emotional distance; we text and tweet in 140 characters or less, instead of picking up the telephone and engaging with the soul of another and letting others engage and really know us. Your exciting new technology wants to be friends with you. It also comes with an off switch. It is very hard to learn how to use it.”
There are also some cons with digital media as people can easily manipulate the information and steal your information.
There are positive and negative aspects of every new development. Likewise social media can be used by consumers either way. Focusing on the positive aspects, consumers have become used to the digitalization and they are beginning to get accustomed with the new trends like shopping online, making transactions online, and using app to rent a taxi (careem). The society has been adapting to these changes gradually and soon the face of social media will move towards the facilitation of society by overpowering consumers. Social media revolution is helping society to raise their voice through social networking sites and blogs and Digital Marketing playing an important role.
The Digital marketing in Pakistan is not only trending but it also seeping in every industry of our society. Consumer behavior in the digital age is an ever-changing and ever-expanding especially in terms of our society which is still in a process of transformation and development.