Digital Marketing in Handloom/ Handicrafts Sector
DOI:
https://doi.org/10.29070/ab266169Keywords:
Digital Marketing, Handloom Industry, Handicrafts Sector, E-commerce, Social Media Marketing, Artisan Empowerment, Online Marketing, Brand AwarenessAbstract
Handloom and handcrafts is another crucial sector of cultural heritage and economic growth especially in other areas like Jaipur. This paper will explore how the digital marketing can help reshape the traditional marketing in the handicrafts sector. Authors use quantitative survey data and qualitative information from interviews & case studies in their mixed-method study approach. With 62% of participants using e-commerce presently, up from 15% in 2016, and 78% using social media, up from 28%, the data demonstrate a massive increase in the usage of digital platforms. Sales performance and brand recognition are both improved by adopting digital marketing methods and techniques where social media (such as Instagram) play an increasingly vital role as mediums of communicating with consumers through visual content. Despite these positives, challenges still exist (e.g., insufficient digital skillsets, and inadequate resources), as traditional forms of advertising continue to decline while word-of-mouth advertising is still valued/valid. The main emphasis of this research is to illustrate how digital advertising provides more accessible means of marketing [i.e., improving market penetration, market competitiveness, and market sustainability] to those working within India’s handloom and handicraft sectors.
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