Digital Marketing as the Global Marketing Initiative: A Case Study of Al-Gohar Traders

The rise of E-commerce and digital marketing strategies has provided businessmen with ample cost-efficient and effective opportunities to create new start-ups or expand their current businesses in the Business to Business (B2B) and Business to Consumer (B2C) arenas. This case initially highlights the role digital marketing played in initiating a B2B start-up in the rock salt industry of Pakistan. Then, it describes how the online showroom (B2B Websites), search engine optimization, email marketing, paid marketing at b2b portals, social media marketing and e-commerce initiatives supported Algohar Traders in establishing itself in the global arena and then expanding its market share in those international countries in such a small period with minimal marketing resource utilization. After highlighting the role of digital marketing, the case talks about the hurdles Algohar Traders faced in this industry and the possible solutions to those problems.