Impact of Digital Marketing on Indian Rural Marketing

In recent years, marketers see an untapped potential in the rural segment of the country due to the economic shifts which in turn leaded to rise in purchasing power of the rural community. The companies are facing huge challenges to meet the needs of rural people and this brings rural marketing to grow faster than that of urban marketing. Lately, introductions of schemes by major telecom players such as cutting down cost of data packs have resulted in significant rise in number of internet users in the rural segments. Also in-situ, launching of cheap range smart phones has contributed to the cause. In a way now this untapped potential in rural markets can also be targeted via digital means. This paper focuses on what digital mediums of marketing can be used, and which type of products can use these digital mediums to expand their consumer base to the less emerged segment of consumers.