DIGITAL MARKETING PERSPECTIVES AND CHALLENGES AMONG RURAL ENTREPRENEURS IN MADURAI CITY OF TAMILNADU, INDIA
The challenges which were hampering the digital marketing presence in rural India are slowly vanishing. The ever– decreasing prices of smartphones and internet accessibility, rising internet speed, push from government and private players for digital literacy underline the hypothesis that e-commerce industry will establish its wide network in rural India in the next to three to four years. This study attempts to capture the Digital Marketing flair among rural entrepreneurs in Madurai, Tamilnadu, India. Results on e-marketing modes preferred by the rural entrepreneurs and the challenges faced by them with e-commerce would pave an avenue for future research studies.