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@article{183808,
        author = {Guru prasad. N},
        title = {Digital marketing adoption and potential in Kodagu District. Karnataka},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {3},
        pages = {3078-3080},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=183808},
        abstract = {Digital marketing has emerged as a powerful tool for businesses across the globe, enabling enterprises to reach wider audiences with cost-effective strategies. In the context of Kodagu district, a region known for its coffee plantations, tourism, and Agro-based industries, digital marketing plays a significant role in bridging the gap between traditional markets and modern consumer behaviour. With increasing internet penetration, smartphone usage, and social media engagement, businesses in Kodagu—ranging from small coffee growers and homestay operators to larger enterprises—are adopting digital platforms to promote their products and services. Kodagu District, known for its coffee plantations, spices, eco-tourism, and cultural heritage, exhibits strong potential for digital marketing-driven economic growth. This study explores the status, challenges, and opportunities of digital marketing adoption within Kodagu’s tourism and agricultural sectors. Through a desk-based literature review—including regional comparisons like Shimoga District—and analysis of local initiatives such as the new tourism website and NTFP marketing by cooperatives, the paper highlights barriers such as infrastructure and awareness gaps, and proposes targeted recommendations. Findings suggest that strategic digital inclusion, capacity building, and public–private coordination can significantly elevate Kodagu’s digital footprint and economic outcomes.},
        keywords = {},
        month = {August},
        }