Digital marketing is something that will continuously grow in both practice and demand in rural India. It is also something that businesses should pay attention to because it can help them reach new audiences and grow their profits.
Marketers should tailor their online experiences for rural consumers. Content should be designed to fit feature phones and work with low-data apps and connections. It should also be available in vernacular to maximize efficiency.
Reach
Digital marketing in rural India is a new age approach that allows marketers to reach a wider audience. It involves using social media, video streaming and other online services to market products. This method of marketing has gained popularity in recent years and offers many advantages over traditional marketing methods.
The rural customer is very different from the urban consumer and requires a unique set of marketing strategies. The demographic, geographical, and occupational differences that characterize rural markets result in a highly fragmented target group with a wide variety of needs.
To capture this market, companies need to develop innovative ways of reaching the rural consumer. For example, some companies use mobile phones to provide weather information to farmers. This helps in improving the productivity and quality of agricultural output. Other digital marketing tools include video-based content and vernacular search. These are all effective ways of reaching the rural audience. However, companies need to understand the unique challenges of working in rural India before implementing these marketing strategies.
Convenience
With more than 60% of India’s population living in rural areas, companies need to use specific marketing tactics when targeting these regions. Consumer tastes and preferences differ greatly between urban and rural consumers, and marketers should concentrate on communicating with their target audience through the mediums of communication and entertainment that are readily available in these regions.
Vernacular content is important for rural audiences, and digital marketing offers the ability to create and deliver this content in a way that resonates with them. This can include website content, social media posts, and advertisements in local languages.
Additionally, digital marketing is more cost-effective than traditional methods for reaching rural consumers. Traditional marketing strategies, such as radio and television ads, can be expensive for small businesses that are trying to reach a large rural market. Furthermore, these strategies are often ineffective when compared to digital marketing. For example, Balwant Seth is a shopkeeper in Kuppam. He sells pens and torches to rural customers in a radii of 150kms. He purchases these products from Varanasi and delivers them to village shops.
Awareness
The rural market is a significant area for marketers. It is a fast-growing market and is more likely to adopt new technologies than urban areas. The majority of the population in rural India is connected to the internet via mobile phones, which means that digital marketing strategies can be used to reach this audience.
As a result, companies are now focusing on digital marketing in rural India to promote their products and services. The digital marketing strategy is also more affordable than traditional methods of advertising. Moreover, it is more effective and targeted at specific audiences.
As a result, the digital marketing in rural india is expanding at a faster pace than its urban counterpart. The government’s push for digitisation in rural India has created opportunities for many businesses. The Jan Dhan Account-Aadhaar-Mobile connectivity trinity (JAM) has brought crores of people into the banking system and transparency in transactions. The JAM trinity is boosting economic activity in rural areas.
Personalization
Rural consumers are more receptive to modern products and want pocket-friendly gadgets that can help them improve their lives and increase productivity. Businesses can use digital marketing strategies to target them and make their products available to them.
However, digital marketing is still in its early stages and there are many challenges to implementing it. These obstacles range from lack of infrastructure to political bickering. Despite these challenges, the future of digital marketing in rural India looks bright.
Almost two-thirds of the country’s Internet users live in rural areas. These users mainly use low-cost Internet-enabled feature phones and 2G/3G networks. Unlike urban users, rural users tend to prefer mobile-first online experiences. This means that companies should focus on mobile advertising and other digital marketing tactics in rural India. Also, marketers should create content that is tailored to the needs of rural users. This will ensure that their messaging reaches the right audience and provides a valuable experience for them.
