ORGANIZATION OF INTERNET MARKETING ACTIVITIES AT ENTERPRISES OF THE AGRICULTURAL SECTOR

Abstract

In the article, we have examined important issues related to organizing Internet marketing activities in agricultural enterprises. In today's realities, the role of Internet marketing is increasing to address numerous problems associated with the production and sale of agricultural products, including raw materials. The research methodology involved dialectical methods for understanding the situation in which Internet marketing activities of agricultural enterprises are carried out, as well as comparison, analysis, and synthesis to identify and generalize the features of Internet marketing usage by Ukrainian agricultural enterprises. The goal of Internet marketing for an agricultural enterprise should be to achieve maximum impact from the target audience of the website by satisfying the needs of that audience to the fullest extent. Obstacles encountered during the transition to an Internet marketing business model include a lack of understanding of Internet marketing aspects and its capabilities, as well as distrust of innovative digital technologies. We assessed the effectiveness of the websites of leading agro-holdings in Ukraine, such as Nibulon, Kernel, Mironivsky Hliboproduct, and Agroprosperis. We identified the channels and digital technologies they use for online functioning. It was established that the functions of Internet marketing in agricultural enterprises are determined by the specific nature of their activities, production scale, competition level, product range, consumption characteristics, and demand. Implementing Internet marketing functions in the agricultural sector should complement business goals and tasks similar to traditional marketing. We proposed the main components of Internet marketing activities for agricultural enterprises, identified key business tasks that can be addressed through Internet marketing, and discussed the advantages, opportunities, and peculiarities of Internet marketing activities in the agricultural sector. In today's conditions, the development of Internet marketing activities is one of the most important factors for increasing competitiveness and economic efficiency in the agricultural sector. We provided practical recommendations for agribusinesses on studying the target audience, using services for competitive analysis and performance indicators, and selecting of digital tools and technologies for Internet marketing.