A Study on the Role of Mobile Advertising in Reaching and Engaging Rural Consumers in India

A Study on the Role of Mobile Advertising in Reaching and Engaging Rural Consumers in India

 Dr. Salma Begum1 & Vanshika Srivastava2

1Assistant Professor & Programme Coordinator

2 Student MBA 2022-24

JAIN (Deemed-to-be-University),

CMS Business School

Faculty of Management Studies

Bengaluru, India

ABSTRACT

The rapid use of mobile technology in contemporary India presents marketers with an unprecedented opportunity to engage and build a relationship with rural consumers. More than 60% of Indians reside in rural areas, thus it's critical for companies trying to expand their market share to comprehend the unique demands of mobile advertising in these contexts. This abstract outline the significance of mobile advertising in reaching and interacting with rural consumers in India and highlights the role that it plays as a strategic tool for bridging the gap between urban and rural consumer access and engagement. This study examines the unique characteristics of the rural Indian market, emphasising factors such as a diversity of cultural backgrounds, limited access to traditional media, and shifting socioeconomic conditions. The findings of the study demonstrate the diverse preferences and usage patterns of rural consumers with regard to mobile advertising. Key findings highlight the importance of individualised messaging to build trust, the applicability of content that is relevant for the local and cultural context, and the role that interactive formats have in encouraging participation. These findings are crucial in creating actionable recommendations for marketers trying to maximise the effectiveness of their mobile advertising campaigns targeting rural customers.

Keywords: Mobile advertisement, Rural consumers, purchase decision