The digital transformation of agri marketing: Managing customer experience

Digital marketing is essential to India's agriculture sector's broader digital transformation. The agriculture industry in India is vital to the economy, as it employs and provides income for a substantial portion of the population. With the advent of digital technologies, agricultural product marketing and sales have undergone a swift transformation. Given the unique characteristics of the agriculture sector, such as the fragmented supply chain, lack of digital literacy among farmers, and limited internet penetration in rural areas, managing customer experience in digital marketing for agricultural products in India presents numerous challenges. Nonetheless, the opportunities for managing customer experience in digital marketing for agricultural products in India are vast, such as the expanding market potential for digital agriculture, the increasing adoption of smartphones and mobile internet, the emergence of e-commerce platforms and marketplaces, and so on. To surmount these obstacles and take advantage of these opportunities, best practices include developing user-friendly and accessible digital platforms, providing farmers with timely and relevant information and services, etc. The paper concludes with implications for future research and practice, concluding remarks and suggestions for managing the consumer experience in digital marketing for agricultural products in India.