ONLINE MARKETING AS A TOOL FOR INCREASING THE POTENTIAL OF SALES ACTIVITIES OF AGRICULTURAL ENTERPRISES
Abstract
The purpose of the article is to research possible innovative marketing tools and methods that can be applied in the sales activities of such enterprises. The essence of the concept of «agrarian marketing» is considered. It was established that this type of marketing has the basic features of marketing of any other type of economic activity, its main task is to identify market needs and their maximum satisfaction in order to obtain high financial results of the enterprise. The peculiarities of agricultural marketing are determined by the specifics of the product, the market, and the state of production systems. A proper definition of the essence of the definition «agrarian marketing» has been formed - it is a type of marketing based on the classical postulates of marketing science and at the same time takes into account the uniqueness of agrarian business related to the specifics of the product, the market, and the state of production systems. The fundamental differences of agricultural markets are defined: dispersed, unstable, heterogeneous supply of agricultural products; multidimensional, insensitive to changes in prices and consumer incomes (mainly inelastic) demand; market nature, seasonality of prices for agricultural products. It was determined that information technologies were widely spread in business during the covid-19 pandemic, in particular, the capacity of online retail in Ukraine in 2022 compared to 2021 increased by 17%, and the share of e-commerce in retail increased by 2% and approached 11%. It is justified that, taking into account the strengthening of the role of information technologies in people's lives, in order to increase the efficiency of agrarian business, it is worth using online marketing tools, in particular branding, website, social networks, targeted advertising, customer experience, when implementing agrarian marketing. Popular e-tools that can further connect to websites and drive sales include shopping carts and checkout functions, as well as Shopify, Snipcart, ESW.
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