ABSTRACT
This study seeks to understand the differences between rural and urban areas regarding digital marketing access and adequacy. The research is dubbed “The Digital Divide: Differences in Access and Adequacy of Digital Marketing in Rural vs. Urban Pakistan”. The study was done subjectively and consisted of interviews with the marketing professionals, business owners, and consumers from the different areas of interest to understand how much penetration of digital marketing has been done and its effectiveness. The study revealed massive differences in digital infrastructure, consumer interactions, and entrepreneurial approaches between people from rural and urban areas. In urban areas, digital marketing is more vibrant and less resistant to business due to a higher level of internet penetration and relatively more educated consumers. In rural areas, there is less interaction from the people because of the existence of a relatively less advanced infrastructure and lower levels of education. The research suggests that the marketing campaigns need to attend to the issues in each area directly; they also suggest that legislation needs to be put forward to mend the existing divide for the realization of inclusive growth in Pakistan’s digital economy.
