Digital marketing and its impact in rural areas with special reference to Tenkasi district

Abstract

The term "digital marketing" is used to describe any kind of advertising that takes place online or on a digital device. Digital marketing encompasses online strategies to promote products or services, utilizing various channels like social media, search engines, email, and websites. It involves creating targeted content, optimizing for search engines, running online ads, and engaging with audiences to build brand awareness, generate leads, and increase sales. Digital marketing leverages the power of the internet to reach a wide audience, track metrics for performance analysis, and adapt strategies for effective online communication and business growth. Digital marketing in rural areas has the potential to revolutionize local economies by leveraging technology to connect businesses with the often-unserved rural population. The main aim of the study is to observe the potential effect of digital marketing on rural people. This paper provides perspectives on digital marketing and offers suggestions towards rural marketing development through digitalization. The study is confined to Tenkasi District, focusing on how rural people are using various digital marketing tools to meet the needs of the region's population.