Common Service Centre (CSC) & Their Rural Invasion

What is Common Service Center (CSC)?

In order to supplement the efforts to digitalize rural India, the government had introduced CSCs. Technically; these are access points to enable delivery of various electronic services in villages and truly, it is the beacon of hope for rural areas. They bring with them a chance for the youth to learn and prosper while the elders can thrive for a new beginning.

Vision of CSC:-

1. Digital Infrastructure as a core utility to every citizen

2. Governance and services on demand

3. Digital Empowerment of citizens

CSC aims to facilitate digital integration in rural and backward areas by spreading awareness, information and providing training to every citizen residing in such areas to empower them digitally. The scope of the objectives runs down to inclusion of government services on demand to them, so that their needs are identified and satisfied by the government efficiently.

The key services provided at a basic CSC also include the following:-

• B2C services such as e-commerce, IT, consulting, education, health etc.
• B2B services such as market research, analysis, advertising, promotion, BPO etc.

The services are designed to accommodate every aspect of digital integration with emphasis to making resources available in otherwise cut off locations. While a thorough understanding of the power of the World Wide Web can give you information, knowledge and ideas, the execution remains wayward. Therefore, government took the initiative to introduce services such as consultancy; information technology and micro finance using pilot Common Service Centers.

Why are they the future?

The fact that these centers encourage entrepreneurial ambitions of rural people and has planned a full circle to ensure their success is noteworthy. Proper implementation of this scheme will lead to:-

• More digitally aware rural citizens which are open to using internet for research to scour information required to make informed decisions.

• An army of youth ready to take their businesses to the next level without fear and cynicism.

• Improvement in computer literacy rate and increase in internet usage among youth as well as adults.

• Introduction of new avenues for businesses and cottage industries to sell their products and expand without leaving their comfort zone.

The end result of this support provided by government is a village where people are more digitally aware, open to eCommerce and willing to enter new markets. This leads to increase in purchasing power of rural areas and small towns.

How does this impact a rural marketer?

The biggest complain rural marketing agencies had was the lack of awareness in rural areas which left digital marketing secondary to older and more conservative methods. CSC are assisting to correct this very situation through their programmers to help every individual have access to digital infrastructure and assistance. Additionally, CSCs are presenting advertising and promotional solutions in rural areas by giving infrastructural and information technology services as well as branding opportunities.

Thus this becomes access point to an audience who is digitally aware, interested in intake of information freely and most of all it provides a platform. Here is why the marketers need to focus on CSC to target rural audience:-

1. Likelihood of acceptance

People coming to CSC are mostly the ones willing to become digitally literate which means they embrace change rather than running from it. Such audience is the key to building a brand in rural areas as they will be perceptive and ready to engage in interactive conversations or try out a new brand.

2. Branding Opportunities

The center is often visited by villagers on a regular basis which provides exposure and visibility to the brands. Putting up temporary structures or posters on the center can have a positive impact on brand awareness. Reliance communication PCO and Western Union or Express money counters are examples of strategic product placement and smart advertising as it does not involve in pull approach but rather makes the consumers curious about the brand.

3. Future Benefits and Long term thinking

The scheme dedicates itself to generate, stir and put the digital revolution in the front and forward- this itself ends up opening the path of digital marketing for the rural marketing players.

How To Justify Investments In Rural Marketing Campaigns?

Rural marketing agencies have found surprisingly innovative ways to promote the product and build a brand under the pressure of unpredictable audiences and crowd of similar or competitive products. However, they still face the challenge of finding an indicator that can pen down the impact of their efforts perfectly to lower down the weight on their shoulders. Even though they try to convey the same using cost per lead, new contact rate, open and conversion rates, sales revenue etc., none of the above can satisfy the client’s curiosity. This challenge intensifies in rural areas due to the fact that products belong to lower prize horizon and client’s motive is fast money.

Why is it difficult to justify investment made in devising and implementing a rural marketing campaign?

There is no way to establish a direct link between the campaign and any financial gain accrued from it. A situation where you can see prompt results and profit is rare, so rare that depending on it to surface is not the smartest option. The emphasis on rural marketing has increased over time and organizations are readily accepting to bear expenses with the hopes of better results but at the same time, their interest in higher investment indicates their desire for better results. Unfortunately, no direct method has been devised to calculate the impact of this proportion.

In such a scenario, the rural marketing agencies best bet is to place their trust in justifying the investment through demonstrating operational efficiency while being effective.

How can this be achieved?

To provide services at the closest price to the fairly equated one. In the simplest words possible, it means doing what should be rightfully done, for market price or less. For the purposes of clarification, let us state that operating efficiency is not a practical synonym to cost reduction or even cost appraisal for that matter. It merely means attempting to find a way to accommodate the requirements of the campaign in the budget desired by the clients. The scope of the concept is broader than it appears as it invites the age old conflict between effectiveness and efficiency into focus. 

Many contradictory views appear demanding the abolition of such reliance on efficiency, one such comes from Isaac Wyatt who believes; “Effectiveness is the goal. Efficiency by itself isn’t the goal, and in fact, many Marketing Operations groups focus on being efficient, and they are, but at the wrong things. By lacking systemic ways to measure effectiveness, efficiency is used as a proxy indicator.”

The trouble is that while efficiency pushes the right way, effectiveness pushes the right thing which leaves them at loggerheads. 

However, a more radical approach shows that there is no way of achieving efficiency without the inclusion of effectiveness. The perfect balance is considered doing the right thing in the right way. Even though finding a suitable way that fits the bill seems impossible, patience and innovation can guide the way. The secret is to pick up the best from both the approaches, this way you can avoid a low productive situation which might be called efficient due to lower investment and promote higher productivity at reasonable costs.

It is all about the mix, leaving one or both approaches behind may cost your business and your brand, carrying them forward will help both grow immensely.