1. INTRODUCTION

As information access has grown quickly, many companies have already or are planning to move from customary services to electronic areas of the world (Taherdoost, Sahibuddin and Jalaliyoon, 2013). Business to customer service promotes companies to reduce expenses, speed up supply lines and help more customers. As a consequence, a number of organizations have moved formally from standard to internet (Taherdoost, Sahibuddin and Jalaliyoon, 2015). The process of supporting a brand using digital networks is E-Marketing. E-Marketing includes each exercise that a company carries out through the public internet to attract a new company, to hold present operations and to add to the image of the company. We anticipate that website intelligence has important implications for the well-being of customers through E-Marketing methods.

This views Internet communication as a highly critical creative and technological capability for company achievements to develop long-term partnerships with their customers. In order to investigate technological innovation centered on mail, the Website communication represents a useful observation. The target for an electronic revolution leading to a rise in electronic service has been laid by current progress in innovating information technology (Neelotpaul, 2010) (Coyle, Smith and Platt, 2012). E-Marketing is described by Strauss and Frost (Strauss and Frost, 2001) as using digital appliances and information to plan, implement and distribute products and services’ price upgrades, in order to create rewards for people and companies. Organizations are looking at the fresh open doors that are capable of maintaining strong partnerships with clients to create products by using online systems efficiently (Shih, Chen and Chen, 2013). Various organizations have changed their marketing and operating operations on the internet through the use of virtual networks (Moss, Wulf & Mullen, 2013). E- E-Marketing is an integral part of marketing; technology in order to handle ability is unavoidable for marketing.The marketing dimensions must be addressed not by the innovation guide but by means of technological development. Innovative developments in technology are twin-edged blades: they create possibilities for and overwhelm (Diola, 2008). E-Marketing efforts are primarily aimed at promoting company through the web by using electronic data to attain marketing goals. In the E-Marketing process, the marketer should distinguish between clients with a small communications involvement and those with elevated communications involvement who need extensive data about a particular item or service that favor playing plain posts. Whether direct or comprehensive, it is essential to educated customer choices in advance of the online or conventional purchase of any item (Sonnenberg, Jacobs and Momberg, 2014).

Bangladesh is one of the largest exporters of textile products in Asia, which offers a significant proportion of the country's workforce. It is one of the biggest and continues to grow in Bangladesh, it is confronted with huge difficulties, mainly because the nation does not create enough raw materials, unfavorable trade policies, and insufficient growth incentives. The textile sector of Bangladesh thus depends highly on exports and Bangladesh does not receive as much international exchange from its textile industry as it needs to. During this time, one of the world's most extremely competitive manufacturing industries has been growing demand for sustainable apparel design, environmental changes, the pressure on the market, the unexpected customer request, the market trends of variation as well as the brief product life cycles and low barriers of entry (Finance Division, 2019). The textile industry is one of Bangladesh's biggest manufacturing industries, but its worldwide share is not sufficient. To boost the share of worldwide economies, efficient marketing operations should be carried out. But in spite of the growth and advantages of internet use, the research has been undertaken to investigate the significance of the internet in global and world products (Prashantham, 2003). In the growth and development of the economy, global textile trade has been of key significance. The textile industry is primarily an industry that is labor intensive.

The research paper is structured as follows. Section 2 includes methodology of the study, respectively. Section 3 includes a review of the literature on E-Marketing, how E-Marketing is different from the traditional marketing and E-Marketing in the textile value chain Section 4 describes the overview of Bangladesh textile industry. Section 5 E-Marketing in the textile sector of Bangladesh. And finally, Section 6 concludes the paper.

2. RESEARCH METHODOLOGY

This research paper is focused on a comprehensive analysis of published and unpublished information on E-Marketing. Articles and research papers published in scientific journals were also reviewed. In a nutshell, it is a review research based on secondary data. The research paper is, however, based on reviews of research papers and reports in English.

3. LITERATURE REVIEW

Internet applications in the modern age are competent and surprising (Martins, Oliveira and Popovič, 2014). The Internet permitted everyone to communicate and to express their opinions freely and, therefore, encourages individuals to reinforce their trust in the organizations (Greenberg, 2010). Through moment, power has changed from organizations to consumers (Hennig-Thurau et al., 2010) (Hazlett, 2013). In light of this, companies are investing substantial money for network and internet technology implementation and expansion (Gubbi, Buyya, Marusic and Palaniswami, 2013).These modifications posed a number of new challenges for marketing professionals (Karjaluoto, Mustonen and Ulkuniemi, 2015). E-Marketing is defined as achieving marketing targets by using the internet and associated techniques, such as global websites, e-mails, online communication, postponed and diverse communication and related marketing tools (Gilmore, Gallagher and Henry, 2007). E-Marketing includes various advanced text messaging technologies, business resource planning (ERP), customer relationship management (CRM), bar code scanners (BCS), supply chain management (SCM), and digital television.

Traditional marketing research is carried out under various conditions (Price, Wrigley and Straker, 2015), for example when consumer inclination and changes are occurring in a competitive environment and customers can explain and examine their desires and requirements energetically(Zaltman, 2003)(Gilmore, Gallagher and Henry, 2007). E-business refers to an efficient use of smart and useful advanced information and technology to deal with companies. E-business is mainly used in E-Marketing and e-commerce alternatives. E-Marketing policies are helpful for efficiently communicating messages to achieve commercial objectives by offering clients the finest quality products and price. Electronic communication implies accurate operations to improve the exchanges and easy procedures generated for a particular company by advertising operations. Similarly, internet marketing and E-Marketing are often used as alternatives and linked in the same way. (Strauss and Frost, 2011) (Coupey, 2001) (Chaffey, 2003) (O'Connor, Galvin and Evans, 2004).

E-Marketing is useful in informing customers about the characteristics of the products that they are not informed. Thus, E-Marketing helps organizations to monitor and persuade their customers to buy goods, as well as to persuade customers of textile product features and enduring advantages. The organizations should therefore initiate a suitable customer awareness campaign, in order to gain adequate information about particular items that help them to achieve their requirements. With the use of E-Marketing companies can develop good strategies for designing personalized messages and communication among many companies and their consumers. E-Marketing helps organizations, by using current, developing communication and other networks in the online environment, to deliver value to customers (Watson, Pitt, Berthon and Zinkhan, 2002). Conventional marketing research techniques rely heavily on consumer awareness and on self-reflection and focus on customers who have experienced the use of products and services (Witell, Kristensson, Gustafsson and Löfgren, 2011). E-Marketing is usually seen today as the greatest approach for marketing experts to get stronger responses with many customers. Customers can now select a wide array of information through enhanced instant access, interaction and decision-making instruments. In order to sell and buy products conveniently, the electronic network is a distinctive industry. It means that it is capable of competently taking on the position of multi-channel services by simplifying websites as an arbitrated software industry in order to communicate with vendors and purchasers to carry out commercial tasks like marketing, sales and delivery of products (Farhoomand and Lovelock, 2001). They also help significantly enhance the standard of skills in standard marketing duties and electronic commercialization techniques have altered several approaches by adding client importance or improving business profits (Strauss and Frost, 2001). Customers who prepare information and review it through websites are generally in an excellent position to save additionally time for good business decision making as well as to take better procurement decisions for their own well-being (Hennig-Thurau, Walsh and Walsh, 2003).

3.1 HOW E-MARKETING IS DIFFERENT FROM THE TRADITIONAL MARKETING?

E-Marketing is available 24 hours a day and the customer can access the internet in comfort from his own house, at his convenience. Anyone can match the value and prices of the goods they want and buy the goods they have chosen. You can match the value and prices of the goods you want and buy the goods you have chosen. With web-based shops one can reach various corners of the world, where there is always internet in the world which promotes very little investment in products and services. The organization can touch its customers via the internet without physical touch and can also encourage their products and facilities in any portion of the world (Tiessen, Wright and Turner, 2001). The auditing and efficiency of the marketing campaign can be performed through a test of the visiting frequency of the website, the response rate of the e-mail containing an E-Marketing message. This makes it very simple to audit the E-Marketing campaign relative to the conventional marketing strategy. When E-Marketing is well designed and aimed efficiently at the correct customers, it is very cost-effective as opposed to traditional marketing techniques. The E-Marketing is one-to-one, and only those who are involved in this item will find fair marketing possibilities on the internet if the business is tiny and tries to create a reliable and prosperous website like its big rivals. For every type of organization, cyber space offers a standard playground regardless of its size (Anderson and Anderson, 2019).

3.2 E-MARKETING IN THE TEXTILE VALUE CHAIN

The textile industry is a complicated and dynamic sector. During the textile value chain many procedures involve developing a finalized item that lastly enters the customer's hands. The operations begin from the manufacture of raw and semi-finished products. Many customers and vendors participate internally as well as externally in each phase of the textile value chain. In comparison with other sectors, we find that E-Marketing is not investigated in the textile industry. Even the business to business E-Marketing activities in the textile sector are very low than as compared to other manufacturing sectors. The product description is one of the main barriers. The worldwide web is the largest source of E-Marketing in the textile industry. Website performance is determined by the application performance, the responsive moment and the accessibility of the system (Chuan-Chuan Lin and Lu, 2000). The following product information must be included in the website for an effective E-Marketing perspective: fabric construction, fiber content, information on clothing, color, prints and design, price; the finishing of the fabric, soft, hard or heavy. The website also incorporates picture expansion of important product components to provide customer with maximum information. Customers are also involved in customer information security, information protection and safety, transactional information and interactive e-assistance. You can upload a product feature on the internet without compromising the most significant component of response time. It must ensure elevated accessibility of the website because the corporate website is the key and important component in the marketing operations of the company and thus adds to the achievement of global internet markets (Hamill and Gregory, 1997).

4. BANGLADESH TEXTILE INDUSTRY SCENARIO

Bangladesh's ready-made garments industry comprises many small and medium-sized garment factories, both registered and non-registered, which produce catering in foreign buying houses (Kabeer and Kabeer 2004). The ready-made garment sector (RMG) of Bangladesh began in the early 1970s and within a short period of time became an important economic player. Export profits, foreign exchange profits, jobs development, poverty reduction and empowerment of females have led to the sector. Two primary factors behind the industry's achievement lie in its export / quota scheme and accessibility of inexpensive labor. In the 1980s, Bangladesh's RMG sector was primarily focused on the production and export of woven goods. The knit industry has started to expand since the beginning of the 1990s. The main products produced and exported by the industry include shirts, t-shirts, pants, sweaters and jackets. (Haider, 2007)

The Bangladesh garment industry has been the primary export sector in the last 25 years and a major source of foreign currency. Currently, the nation produces approximately 5 billion dollars of export products each year. The sector employs approximately 3 million people, 90 percent of whom are females (Doshi, 2006).The dynamic of competition in countries, companies and sectors has changed with globalization. This is especially evident in the changing patterns of the international trade, where explosive growth in imports in the developed countries indicates a growing range of new industrializing economies (NIEs) in the third world as the center of gravity for the manufacture and export of many manufactures (Gereffi, 1999). Since the start of the Industrial Revolution, textiles and apparel manufacturing sectors have essentially been seen as significant component in financial operation and development for two purposes: textiles, apparel and apparel are fundamental products in all nations, and apparel manufacturing is labor efficient, requires comparatively small capital but can generate significant job opportunities. (Joarder et al., 2010).

Ready-made garments manufactured in Bangladesh are divided mainly into two broad categories: woven and knit products. Shirts, T-shirts and trousers are the main woven products and undergarments, socks, stockings, T-shirts, sweaters and other casual and soft garments are the main knit products. Woven garment products still dominate the garment export earnings of the country. The share of knit garment products has been increasing since the early 1990s; such products currently account for more than 40 per cent of the country’s total RMG export earnings (BGMEA, 2019). Although various types of garments are manufactured in the country, only a few categories, such as shirts, T-shirts, trousers, jackets and sweaters, constitute the major production-share (BGMEA, 2019; and Nath, 2001).

5. E-MARKETING IN THE TEXTILE SECTOR OF BANGLADESH

Both the large and medium-sized companies are involved in the Bangladeshi textile industry. The textile industries in Bangladesh are highly complicated and integrative. Every sub-sector requires E-Marketing since there are only a very few textile systems that have finished products completely vertically integrated. In short, few textile companies in Bangladesh grow, purchase or sell essential raw materials on the domestic and international markets. The amount of E-Marketing activity in each industry differs. Only few businesses actually market their products electronically. For daily communication, most businesses use the internet. Bangladesh's textile industry is mainly composed of tiny and mid-sized businesses so the promotion of their products on the global market requires E-Marketing. It offers a chance to promote the products on the internet regardless of the magnitude of the business. The success of E-Marketing depends, however, on the extent of its provision and execution to achieve the desired outcomes. E-Marketing performance also depends strongly on its continuous assessment. Most of the textile business of Bangladesh is B2B. So for B2B all of those tactics are not applicable. Figure-1 demonstrates that E-Marketing tools which Bangladeshi textile manufacturing companies can use to promote their products.

Figure 1. E-Marketing tools for the textile sector of Bangladesh

5.1. Search Engine Optimization (SEO)

SEO is the method of optimization of the website of organizations to "rank," therefore, increasing organic activity on its page. By using these strategies, manufacturers of textiles and clothing create a page that is SEO compatible and ranks them in the search box and readily accessible to the corresponding customer. Not only does the optimized website rank but they also create a good customer impression. The company will learn how to enjoy improved SEOs in own sites if manufacturing enterprises open their own premises on B2B markets, which are already good SEO sites.

5.2. Social media marketing

Marketing through Facebook, Twitter, LinkedIn, and YouTube is the example of social media marketing. LinkedIn is among the social media most useful as a marketing perspective for textile manufacturers. LinkedIn is a social media for professionals and it is easy to find out from an industry of textile manufacturers. By attracting associated textile experts and organizations businesses, a profitability is readily generated. The social network platform most frequently used is Facebook. They comprise a large database of persons and jobs from around the world. So companies generate their lead by targeting these textile-related professionals. By using YouTube, textiles companies could publish some videos that would be good to make them impressed and conscious of their production process, their quality control processes, and ethical standards etc. This strategy also helps to boost a company's sales volume. There are other specialized media hubs for the textiles and clothing industry. Textile Today is such a forum for textile businesses to publish and reach industry-specific individuals. Reducing noise in social media is a monumental task. Many social media campaigns only fail because they communicate more to the useless than to the right people. The use of a specific, industry-specific interaction system will be very helpful. Textile Today builds a platform with all its facilities such as dissemination of information, activities, mentoring and employment etc.

5.3. Content marketing

The creation and development of information resources for brand awareness, traffic expansion, lead generation and customer generation. These strategies enable businesses to produce and publish business material in textile-related international or national blogs or forums. An amount of textiles, clothing and fashion media have been available worldwide. Manufacturing companies can generate and release news about their finest methods, CSR operations, product and method development etc. in these newspapers. Professional web creation and communication service suppliers can provide help to textiles and associated firms. In this regard. Factory Tales is a Textile Today project. A range of tales and elements are produced for textile businesses around the world at Textile Today.

5.4. E-Market places

There is no doubt that the web has fused the worldwide marketplace. Currently an individual can easily purchase and offer their products and administrations through the web. E-services has the potential to be used to appropriate the items and administrations effectively. It has the ability to change and motorize the clients, connections and commercial center (HE, ZHAO and RAO, 2013). E-commerce is basically transactional in nature where transactions are conducted through the internet. However, the sole objective of e-commerce in textiles sector is not just transactional in nature. It is a mix of E-Marketing and e-business where the products and services are promoted and sold at the same time. Waghmare (Waghmare, 2013) pointed out very clearly that many Asian countries are taking advantage of e-commerce nowadays through the opening of economies. This is particularly significant because it encourages more competition and distribution of products. A wide variety services have been launched to the electronic market in the last ten years, and definitely the same level of advancement continues today. Many kinds of human work have been switched to computers and software as many additional services have been driven to the electronic environment (Altaher, 2012). In Bangladesh, there are plenty of companies that are working in e-market places.

5.5. E-Mail

One of the most important types of internet-based E-Marketing is the use of electronic mails. Currently, almost all international buyers and sellers are using emails to promote their business around the world. Nowadays many large and small textile organizations of Bangladesh attend various kinds of textile trade exhibitions held around the world where information is exchanged for future contracts. They develop new relationships with the buyers and sellers through these gatherings. Mostly all companies utilize the email campaign to develop new customers as well as retain their existing customers. Companies use this to send their brochures, product specifications, prices, shipments and many more information to their present and new customers. However, one drawback of this is the spam email which might threaten the potential customers. Most often these mails are deleted right way without reading. The cost of email marketing is very low and a company can use this tool to utilize the best interest of it.

5.6. Websites

A website is a set of electronic pages of information on the internet that is updated time to time with all information about the company’s history, business, products and services. The World Wide Web is actually an interlinked, hypertext documents that is accessed through the internet around the world. This is an effective source for the smaller companies to promote their business in the international marketplace. This also can threaten the big companies. Transactions are also widely performed on websites, and payments are made through credit cards and some other intermediaries. A website is a helpful and convenient source for exchanging information between a buyer and a seller either in the home country or outside the country. This is also an inexpensive source of communication and companies use this tool effectively for promoting their business. In the Bangladesh textile sector, most of the organizations have their own websites with a ton of information regarding their business history, growth, products and services for the buyers to evaluate them and develop good business relationships. Textile and apparel manufacturers can generate periodic stories on their blog and on other interaction channels for the achievement of marketing objectives.

5.7. Banners

A Banner is a paid form of graphic advertisement which is often displayed on a website. It is particularly effective in communicating brand information or promoting the business. Banner advertisement is usually posted on high traffic web pages/blogs/sites for a certain time period. The advertising company purchases a time period for posting their ad in the form of a banner. The banner advertisements can be displayed anywhere on the website as their rates differ according to the particular location of the website. A banner is actually a hyperlink. The target audience gets more information about the advertisement when they click on it.

There are two type of banner advertisement,

1. The Dynamic banners which are rotating and changes for each user

2. The Static banner which does not change.

5.8. Sponsored Links

A Sponsored link is another form of E-Marketing tool which is used to promote the products and services on internet. These advertisements can be seen mostly on search engines such as Yahoo, Google etc. After a user puts some keywords on the search engine about a particular thing, it displays the sponsored links accompanied by the information related to those particular keywords. The advantage of Sponsored links is that the information related to specific keywords almost fulfills the requirement of the information seeker.

6. CONCLUSION

The primary objective of this paper consists of identifying E-Marketing, its difference from traditional marketing and its existence in the value chain of the textile sector which leads to the discovery of its current scope of usage in the textile sector of Bangladesh. E-Marketing in reality is the marketing activities which are carried out by the usage of Internet and other Web related communication technologies having global reach at an economical cost where a customer can take decisions at the comfort of his own place which as a result facilitates creativity and provides a level playing field to all the organizations irrespective of their economic strength. The Bangladeshi textile value chain being a complex industry, demands different types of E-Marketing activities in each of its sub sectors. This sector in Bangladesh mainly contains a few gigantic organizations and a large number of small and medium enterprises where most of the E-Marketing activities are carried out with the help of e-mails, websites, and e-marketplaces ignoring the potential benefits that might have been earned by the usage of banner advertisement and sponsored links. The current work provides an outline idea and primary information regarding E-Marketing in Bangladesh textile industry.

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Asian Journal of Management. 2019; 10(4):305-311.

DOI: 10.5958/2321-5763.2019.00045.3