A Study of Diffusion of Digital Marketing in Rural Akola

Preservation copy of an article published in International Journal of Technology and Emerging Research. Read the full article: https://ioro.org/ijter/article/212604283797/212604283797.

ABSTRACT Digital marketing has become an important tool for communication, product promotion, customer engagement, and business growth. In India, digital technology is expanding rapidly through smartphones, internet services, and digital payment systems. However, many rural areas are still unable to use digital tools effectively for business purposes. Rural Akola is also facing a similar situation. Although smartphones and internet access are increasing in villages, many people still use mobile phones mainly for entertainment, chatting, and social media browsing. Farmers, shopkeepers, women entrepreneurs, and youth have good opportunities to use digital marketing, but low awareness, poor digital skills, trust issues, and weak network connectivity are slowing adoption. This study examines the diffusion of digital marketing in Rural Akola. The study is based on descriptive research design. Primary data was collected through a structured questionnaire using Google Forms from respondents of Rural Akola. Secondary data was collected from journals, reports, books, and previous research studies. The findings show that smartphone ownership is high, internet usage is increasing, and awareness of digital marketing is growing. However, business use of digital platforms is still limited. Most respondents are interested in learning digital marketing. The study concludes that Rural Akola has strong growth potential if proper training, awareness programs, and infrastructure support are provided.