Rural Hoarding Plays Effective Role In communicating Brand Message In Media Dark Villages

While we advocate the benefits of adopting digital marketing and aiming our resources towards using the effective method is promotion, marketers especially for darker areas raise their eyebrows. Why?
The fact that 400 million people residing in rural India are forced to live without electricity should be a subtle hint. The basic requirement of digital marketing includes certain resources such as internet and electronic devices that are considered beyond luxurious in these areas.
Moreover, even conventional mediums such as television advertising or print media have not proved very effective due to these constraints, nor has radio, which tends to do the trick in backward and under developed areas

The point of Doubt

These challenges cannot be warded off casually and put in the column with other hurdles of the race, if not taken care of they might turn out to be the red ribbon. The big question, at this junction is, are these markets untouchable or does their sale need to depend on the product and its destiny? The correct answer is neither as these areas house approximately 35% of the total population of India and to ignore them can be a deadly mistake at the part of the marketer and the brand. Certain brands, especially regional ones depend on small towns and rural areas for their sales, their products are made to fulfill the needs of rural people. In this case, leaving out a large chunk from the preferred target audience may lead to heavy losses and lack of exposure.

The road that was forgotten

In fashion, trends jump time loops and come back every few years, like polka dots and peplum is back from 1960s to make headline in 2015. The same way, rural marketing agencies need to think back to the time when resources were scarce and some even nonexistence. The answers lie in those times, how to get reach and visibility without dependence on electricity and technology?

Hoardings

Building a temporary board erected on a building or poles, big enough to attract the attention of passerby and attractive enough to ensure a second look.

Benefits of using hoarding for advertising in media dark rural areas

First and foremost, a hoarding gives you an opportunity in areas where other mediums might have been rendered useless due to lack of resources. However, it is not only reason for using a hoarding as a marketing tool, here are some other reasons that prove hoarding plays an effective role in communication in media dark villages:-

·         Brand Visibility & Exposure
The size of the hoarding is sure to attract the audience and by use of engaging content, their attention can be retained easily. Another advantage to a hoarding is that people often revisit these places on a daily basis that means they are sure to look at the product multiple time, which helps with recognition of the brand.

·         Faster Communication
Hoardings are like telegrams, the message is clear, precise and to the point, this helps communication to be efficient and faster.

·         Emphasis on product
The limited space should be seen as a plus rather than a problem, the lack of ideal space to fill means that all the focus will be on the product and the brand can be highlighted in a subtle way as well. This also makes marking their connection in the customer’s mind easier.

Role Of Data Management In Rural Marketing Campaign

Torture the data, and it will confess to anything”- Ronald Coase

We have all heard the era’s favorite notion of information being money but have we ever wondered how this actually transforms?

There is data flooding upon a rural marketing agency from every direction possible, unfortunately most without a credible source to support its correctness. In such a situation, data management becomes that much more significant.

Data management is the development and execution of architectures, policies, practices and procedures in order to manage the information lifecycle needs of an enterprise in an effective manner. If you get rid of the technical jargons, in layman’s term, data management is providing structure to raw data through usage of appropriate models that convert it into useful business information. These inputs are used in various areas such as strategic planning, financial planning as well as marketing.

Why is data needed?Data is information in raw form of facts or statistics; these may pertain to a particular sector, industry or product and may be presented in quantity or quality. Devising a rural marketing campaign is largely dependent upon complete, accurate and readily available data, which can be referred to understand the product, market and target audience. However, the data needs to be managed to deliver value through such campaigns and communicate the message in the best possible manner.

As per statistics, 77 percent of marketers trust a data driven approach and rely on its management for the following:-

Audience and market analysis

Audience data helps a marketing agency understand the habits of target audience, needs, preferences and lifestyle choice. This scrutiny prepares the marketers to plan their interactions accordingly, for best results.

Predictions

The importance of forecasting is not hidden in any business activity as it assists the marketer to comprehend the situation and take a future oriented decision. Not only that but data enables the study of market trends and patterns which in turn acts as a big help in creating marketing strategies of the company.

Customer experience optimization

There is no denying that if you know your customers better, you can serve them better. This power is channeled through data available in the market to come up with better strategies directed towards improving customer satisfaction and experience.

Align their campaigns to match consumer needs.

Data management allows a peek into the target audience so that understanding them becomes easier but after this initial pleasantries are over, it is time to use these findings to ensure that marketing objectives and strategies are aligned perfectly with the customer’s demands and likes. This creates a harmony between the marketing strategies and customer needs, which impacts the brand promotion in a positive way.

Maximization of effectiveness as well as efficiency of rural marketing campaigns.

In order to optimize the marketing efforts of a rural marketing agency, information is needed to create plans that can be converted into actions using the path laid down for them by the findings of analysis of data, as seen above.

Performance appraisal

It is impossible to determine the success of a rural marketing campaign without any substantial data. The data accumulated during execution and implementation of campaigns should be stored and processed using suitable models to help improving as well as calculating ROI.

In addition to the above points, data management also facilitates organization of resources and their optimal utilization during a rural marketing campaign.