• Dr Shweta Dewangan
• Smriti Pandey

In recent years, marketers see an untapped potential in the rural segment of the country due to the economic shifts which in turn led to a rise in the purchasing power of the rural community. Lately, introductions of schemes by major telecom players such as cutting down the cost of data packs have resulted in a significant rise in the number of internet users in the rural segments. Also in-situ, the launching of cheap rangsmartphoneses 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. Digital marketing in the rural area is quite an untouched area and has a lot of untapped potentials but the techniques are yet being devised to explore this area. Being time efficient, largely impacted, and easily available, there are certain benefits of digital marketing. The increase in technology diversification also increase the exposure to the people, and it opens up the possibility of social networking, online courses, ticket booking system, and various much more. Up until now, the rural market is product-driven not service-driven, with information of product available beforehand to the consumers lets the company predict the behavior of actual product before launching it, which helps in planning for the outcomes.

Rural Marketing, Digital Marketing, Internet Users, Marketing, Benefits, Social Networking.

"A Study on Rural Marketing and Digital Marketing in the Mirror of Current Scenario", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 1, page no.662-667, January-2021, Available :http://www.jetir.org/papers/JETIR2101090.pdf

"A Study on Rural Marketing and Digital Marketing in the Mirror of Current Scenario", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 1, page no. pp662-667, January-2021, Available at : http://www.jetir.org/papers/JETIR2101090.pdf