Farmers’ Perceptions Regarding the use of Digital Marketing Solutions Research Article Farmers’ Perceptions Regarding the use of Digital Marketing Solutions

Abstract

The foremost objective of the study is to explore the perception of the farmers regarding the application of Digital
Marketing Solutions by the Bureau of Agriculture Information Khyber Pakhtunkhwa, for the dissemination of
information from agriculture experts to the farmers across the province. These Digital solutions are virtual call
center, Masking SMS (Agri-Info) and Robo calls. The study was qualitative, cross sectional and inductive. The
source of the data has been primary and detail interviews were conducted at convenience from the registered
farmers and agriculture officers working at call center and different districts of Khyber Pakhtunkhwa. The
population of the study were agriculture officers working as call center agents and those registered farmers who
are frequently calling on the virtual helpline (0348-111-70-70), receiving regular SMS that are broadcasted with
(Agri Info) masking and Robo calls having different contents related to agriculture. After the implementation of
Digital Marketing Solutions (virtual call center, Csms and Robo calls) all the barricades like communication,
geographical and lingual have been over-throned as major outcomes. Previously, it was perceived by the farmers
that the bureau of agriculture information department is only facilitating large-scale and influential farmers.
With the introduction of such digital marketing solutions the perceptions of the farmers changed in a positive
manner. As every farmer can call on the helpline number for their queries and complaints. This was the first time
in Khyber Pakhtunkhwa that research has been conducted on the mentioned digital marketing solutions. So, the
novelty factor of this research has its place in terms of uniqueness and examining different perspectives of digital
marketing solutions. Such Marketing Solutions have a brighter scope in terms of empowering farmers. Other
Government departments can also utilize such digital solutions to address public issues, concerns, queries and
complaints.