Digital Technologies in Agrarian Marketing

Abstract

This article is aimed at studying the current directions of application of digital technologies in agrarian marketing. The purpose of the article is to define current trends in the development of digital technologies in order to evaluate their potential, problems of use, adaptation of opportunities to improve the efficiency of marketing activities of agro-industrial enterprises. The article defines digital trends in the global economy and economy of Ukraine, analyzes the dynamics of the e-advertising market in Ukraine, identifies priority platforms for the development of digital marketing by business entities in the agrarian sector. The main theoretical approaches to substantiating the feasibility of using digital instruments by agricultural enterprises are revealed. The key advantages of using social networks, e-commerce, mobile applications as platforms to improve the efficiency of agribusiness are defined. The main conceptual task in building a marketing strategy of the company is a combination of tactics, operational means, mechanisms for implementing innovative ideas for brand formation, winning leading competitive positions, overcoming development barriers and contradictions in the organization of interaction with market entities. The practice of using digital instruments, such as e-commerce, social networks, search engine optimization of sites (SEO, SMO), mobile applications and others, has proven their high performance and leading role in the rapid processing of market data, building effective communications, reducing costs, mastering new consumer segments. The world’s leading marketers insist on this processes, describing them in modern conception of «marketing 4.0» and «marketing 5.0». Attention is also paid to the analysis of the problems that companies may face in the process of implementing digitalization projects for marketing activities.