Digital identity and marketing strategy for bottom of the pyramid businesses

Abstract

In this 20th century of technology, it is crucial to be vocal about your business’s unique aspects. The larger the presence felt by the customer, the higher is the perceived brand value. It is easier said than done to create a business identity that is easily recognized by the consumers. Most large organizations have easy access to the latest technology and tools to reach out to their customers. Using these tools, organizations can execute their marketing strategies most efficiently. These organizations can utilize their deep pockets to hire professionals to get their work done. In the case of the bottom of the pyramid (BOP) businesses, it becomes challenging to manage both the business and marketing activities simultaneously due to budget constraints and a lack of professional knowledge. In this project, I discuss how BOP businesses can leverage the technologies and professional assistance at pocket-friendly budgets.