PAPER ID: IJIM/Vol. 8(II) June 2023/107-110 /17

AUTHOR : Mrs. Bhawna

TITLE: DIGITAL TRANSFORMATION IN RURAL MARKETING: OPPORTUNITIES, CHALLENGES, AND STRATEGIC APPROACHES FOR INCLUSIVE GROWTH

ABSTRACT: The digital transformation is fundamentally reshaping rural marketing, driven by the rapid adoption of internet connectivity, smartphone usage, and e-commerce platforms. This paper explores the impact of digital technologies on rural consumer behaviour and marketing strategie s, highlighting the shift from traditional marketing methods to digital approaches. It examines how increased digital access is changing purchasing habits and opening up new opportunities for businesses to reach rural consumers through online channels. Additionally, the paper discusses the challenges faced in implementing digital marketing strategies in rural areas, such as limited digital literacy, infrastructure constraints, and trust issues regarding online transactions (Gupta & Singh, 2021). The study aims to provide insights into how businesses can navigate these challenges and effectively leverage digital technologies to engage rural markets, ultimately contributing to more inclusive economic growth (Srivastava & Bhardwaj, 2022).

KEYWORDS: Digital transformation, Rural marketing, Digital inclusion, E-commerce, Rural consumer behavior

Click here to download Fulltext

Click here to download Certificate