DIGITAL MARKETING FOR RURAL

BUSINESS
SESSION 19
NILAMADHAB MOHANTY
WE WILL DISCUSS…!
 How digital tools such as the Internet, smartphones, and 3D
printers can be used to change the rural marketing
landscape?
DIGITAL MARKETING
 The marketing of products or services using digital channels to reach
consumers. The key objective is to promote brands and product benefits
through various forms of digital media such as the Internet, mobile
phones, and social media
 The process of exchange between buyer and the seller using internet,
smartphones, other digital devices and social media
 Digital marketing is the process by which a firm employs, either
partially or exclusively, digital tools, techniques, and tactics to create
value for its customers
 Firms create goods and services (digital product) that meet customers’ needs
and wants,
 Communicate (digital promotion) and
 Deliver (digital place) those products, and
 Extract a portion of the value created (digital price) online
-Teixeira,2013
Digital Marketing Framework
OUTBOUND
MAJOR PROBLEMS OF RURAL
INDUSTRIES
 Market separation :
 Information
 Distance
 Form
 Time
 Resource scarcity :
 Financial
 Physical
 Human resource
 Information/knowledge
 Legal
DIGITAL MARKETING FOR RURAL
BUSINESS : PRODUCT
 Educational products
 Digital music
 Project double – dabur india
DIGITAL MARKETING FOR RURAL
BUSINESS : PROMOTION
 How using digital technology can influence rural promotional
strategy?
 Social media outlets, such as Twitter, Facebook, and YouTube
can be used to distribute authentic ads on rural products
DIGITAL MARKETING FOR RURAL
BUSINESS : PLACE
 Avoiding traditional intermediaries
 Rural entrepreneurs can make their products directly available
at either an online retailer, such as Amazon.com, or on their
own website
 E.g. craftsvilla.com, place of origin
 ‘Okhai’ initiative by TATA trusts to connect Gujrati rural women
with cities where rural products can be sold directly
 3D printers and scanners can be used to to ship a digital design
rather than a physical product
DIGITAL MARKETING FOR RURAL
BUSINESS : PRICE
 Cashless transaction
 E.g paytm, digital wallets
REQUIREMENT FOR THE RURAL
ENTREPRENEUR
 Motivation to use digital technology for rural business
 Access to digital tools and techniques
 Skill to use digital technology e.g. content development,
content management, Content development, technological
skills
QUESTIONS,
COMMENTS,
CONCERNS?