Features of internet marketing activities of companies of the agricultural sector

Abstract

In this article, we have explored essential aspects of Internet marketing activities for enterprises in the agrarian sector. The implementation and development of Internet marketing in agrarian enterprises are among today's most relevant and crucial issues. Regardless of the field of activity, competitive position, and size, agricultural enterprises gain opportunities for accessing the global market, utilizing new tools and mean for promoting products and services in various markets and finding diverse ways to interact with the target audience, better satisfying its needs. Regarding Internet marketing utilization, the domestic agricultural sector must catch up to the American, Canadian, and European markets. Today, agricultural enterprises can be divided into two groups: (1) companies that have already begun to change under the influence of Internet technologies, using specific Internet marketing tools and technologies; (2) enterprises that need to start changing. The widespread penetration of the Internet into all aspects of life has changed the rules of human life and business conduct, including agriculture. Internet marketing in the agrarian sector is a source of profitability, a tool for promoting agricultural products and services in markets, and a technology for conducting agribusiness. We analyzed the Internet marketing activities of leading agro-holdings in the domestic market, namely Mironivsky Hliboproduct, Kernel, Nibulon, Agroprosperis, and Astarta Holding. We identified effective channels for attracting clients to websites and Internet technologies used by companies for functioning in the online environment. These channels and tools include Direct Referral, search engine optimization (SEO), and social media marketing (SMM). We established that company websites should be mobile-friendly since 19-70% of consumers browse websites from smartphones. In the article, we revealed important features of Internet marketing activities that agricultural enterprises need to consider to develop and successfully use its tools and technologies. We also identified the advantages and opportunities that agricultural enterprises gain from implementing Internet marketing. Critical advantages of Internet marketing for agricultural sector enterprises include precise targeting, analysis of activity results, personalized communication, and many others. Keywords: Internet marketing, Internet marketing activity, enterprise, agricultural holdings, agricultural sector, Internet technologies, features of Internet marketing.