Art and craft is a pioneer work that many countries have been carrying for quite a long time. Taking India into consideration, it has a history of creating some beautiful arts and crafts that are indigenous to it. Not only has the Indian craftsman carried this task since then, but it has passed it to successive generations. Nevertheless, there are certain consequences such as a decline in artisans, loss of market, etc which have impacted the potential of the market online. The market has the capacity to grow through modern technological enhancements.  One major tool is the internet.
The internet is a vital tool in contemporary times. The screen has the capacity to generate a powerful set of customers for you. If as an artisan you still don’t have access to online facilities, then it is advisable to create a platform for your business. Having a digital presence in your business allows you to be an equal contributor in the competition, expands your business, saves a lot of financial investment, helps build relations, and much more.
To ensure a name for your business, you need an e-commerce website as beautiful, functional and visually appealing as your work. The benefits that an e-commerce website can do for your business are:

Booking clients online  

With a well-designed website, curated under a web development process, you can book clients online. It allows you to have a global reach and gives you the chance of selling products from your comfort zone. You can give the platform access to numerous customers for booking you online. The online presence also means that your website should be visible on the search engine such as Yahoo, Google, etc so that it naturally becomes an evidence of your online presence. Therefore, having a website that is visually appealing, user-friendly, highly informative and visible online,gives you a unique opportunity to reach out to your clients like never before. With professional website development services  and SEO, your business website could become a trusted resource for several potential long-term clients.

Spreading awareness about Artifacts

By using a website, you can spread awareness about the lost traditional artistry and craftsmanship. The dynamic component of your website such as pictures, audios, videos, blogs, etc can be highly informative about the crafts you are dealing with. This will not just serve commercial but educational purposes both to the artisan community as well as to the customers.

Organizing online workshops

The presence of the internet has facilitated so many things, business being one among the major. You can conduct online workshops, skill development programs, and seminars, which can add to the knowledge of local artisans. Ultimately, allowing them and other Handicraft businesses to implement that knowledge in their field and reap more benefits. You can easily through workshops teach the artisans modern art techniques that can be applied to traditional methods to increase their expertise and competence. Such programs are necessary to upgrade the skills of artisans to contemporary standards.

Facilitates collaboration between artisans and designers  

The online awareness programs will also initiate collaborations between the artisans and the urban designers and brands to explore the opportunities together. They can collectively look for opportunities that can advance their reach globally. There are many designers who want to play with certain crafts to develop something new, and a lot of craftsmen who require a place to do so, therefore having a reach through website means that all this can be done in one go with no highly required mediums, just an effort and it will all work well.

Understand the global market  

To keep the traditional craft alive, artisans need to have a fair idea of how global market works, what are pros and cons related to it, the risks it can expose us to, and the situation of profit/loss it can put us in. A well-designed website can help you with this. It will help you in providing a customized experience to your clients which further leads to referrals and followers.
With the help of a website, craftsmen and artisans will be able to understand the strategy needed to survive in the contemporary market, assess ones low points, and analyze the strategy to overcome such weak points.

Increase interaction with the consumers  

Every type of work requires construction of interpersonal relationships because they advocate the cause of a harmonious relation. In this case, artisans need to interact with the consumers and tell them all about their work and the meaning behind it. Doing so can allow both sides to be cooperative, create customer awareness, and understand each other’s situation. They can do it by using the website. This inspires the customers and establishes a connection between art and buyer.

Final Words  

Each product is unique as each craftsperson applies their strength differently, owing to which every product has distinct qualities. This traditional art can play a vital role in the economic development of a country as they are a prominent medium for foreign exchange revenue, requires low capital investments, and offers employment opportunities. In addition, these items are perceived as a symbol of status owing to their uniqueness, quality, usage of natural materials, and the essence of vibrant art and culture.
In recent years, with the emergence of the online presence of products of artisans through their website, the accessibility to these items has become more convenient for consumers. The websites have played an important role in reviving the business of local artisans and craftsmen.

Handicraft is the process of weaving beauty with hands that possess a universal appeal. For ages, handicraft businesses have remained the backbone of Jammu & Kashmir’s economy. Besides, it plays a huge role in the preservation of traditional art, heritage, culture, skills as well and talents associated with the history and lifestyle of the people. There are about 2.50 lacs artisans belonging to different artisan communities who are directly dependent upon handicrafts for their livelihood. There is great potential in this sector for generating more employment opportunities if its markets are expanded and demand is increased. Presently, our handicrafts earn around Rs.1700 crores as foreign exchange annually(Directorate of Handicrafts, Government of Jammu and Kashmir, 2020).
The arts and crafts of Jammu and Kashmir have recognition all over the world. Indigenous crafts in the state vary from embroidery to shawl weaving, wood carving to the paper machine, carpet weaving to name weaving, and much more.
Though the handicrafts industry in J&K is a major economic sector, it is vital to note that with changing market landscape, this industry has a huge potential and a need to catch up with the ever-growing digital marketing industry. Because, entrepreneurs and distributors time and again have faced challenges like creating awareness, finding a suitable and sustainable market for their respective products, inadequate platforms to advertise and publicize, continuity to explore untapped markets, etc.
With every challenge comes the scope of opportunity, leveraging Digital marketing can be the best possible way to tackle these challenges.

Time is money- It greatly saves time  
Nowadays, the economic sector is flourishing, people didn’t have time to go to stores or shops and purchase handicraft items or gifts. They all need something that gives them the liberty to order products at their workplace and a website plays an important role in this. It provides them with an option to select from numerous products and builds an online presence of your craft shop.

Provide customized experience  
Some products like brick-and-mortar stores contain a touch and feel factor. While handicraft manufacturers or products provide customized shopping experiences. They work in two ways either they customize the user experience by understanding their interest or shoppers would customize their gifts.

Wide area of customer awareness  
If a handicraft store is located in one city, then their awareness is limited to the local resource of that city. However, if they use digital marketing both paid marketing and organic marketing techniques then their brand will reach thousands of people and people around the world come to know about art and craft or home décor items.

Flexible market facilities without spending time and running distances  
In the past, for someone to be able to view an artist’s work, they have to visit a gallery or a museum. And for a lot of people, that fact is a deal-breaker, because
1) it requires effort to go out of the house and travel miles just to visit the nearest museum
2) more often than not, it also requires money because art galleries and museums have an entrance fee.
As a result, people will choose to stay at home since it will save not only their energy but also their money.
This can be a problem for artists, particularly local artisans. You see, creating art is a job, so of course, they’d want to make money off of it, but if your artworks are all locked away in a museum, then only a few people can view them. And what is the point of making art when not everyone can see and enjoy your artwork?
Thankfully, technology is here to save the day. With the rise of social media, artists can now make their artworks visible to millions of viewers for free. And in addition to that, social media have also increased the engagement between the artists and their audience, making art a more participatory experience and artists can now participate in trade fairs receiving information through social media. As a result, the audiences of art are now more diverse.

Encouraging indigenous goods  
In recent years, with the emergence of online retail and the proliferation of various e-commerce channels, the accessibility to indigenous goods has become more convenient for consumers. Otherwise, they were limited to the local market. This has provided a boost to the sales of handcrafted goods across the globe. Another factor driving the market growth is the shift from ethnic to contemporary designs, coupled with the strong demand from offices, hotels, and many more.

Social Media Platforms  
Facebook, Instagram, & Twitter – social media to promote products is one of the biggest and most important ways to grow your customer base. We primarily use Facebook and Instagram to market our business. The key to marketing and growing your customer base through social media is consistency. You can’t post five times a day for a day or two and then not post again for two weeks. That does not work to grow your audience and will derail any marketing efforts that you are trying to make with social media. You have to be consistent. Try to do your best to post every day and create a relationship with your audience. People buy from people that they KNOW, LIKE, and TRUST and social media is an excellent way to get people to know you and your products.

Conclusion  
Digital marketing is one of the easiest ways to reach thousands of users. It is the quickest way to advertise handicraft exporters or products in the entire digital space and help to establish a strong customer relationship. It is one of the best techniques to increase brand awareness. It helps business owners to publicize their business in front of thousands of people and if someone owes a handicraft store then they must opt for digital marketing techniques.