RESEARCH AND ASSESSMENT OF THE USE OF INTERNET TECHNOLOGIES IN MARKETING ACTIVITIES OF COMPANIES OF THE AGRICULTURAL SECTOR

Abstract

The article shows how network tools allow us to understand how concepts, ideas, and other socially created content shape culture and values. It was studied how the number of social media users increased. The company "MHP" is characterized, which for many years has been rapidly developing its processes and strategies for managing marketing activities and strives to achieve the best results in accordance with international standards. The key components of the marketing environment of "MHP" are considered. The article shows that the company actively uses modern digital communication channels, including a website, social networks and Internet advertising, in order to be closer to its customers. Through interactive platforms, it conducts a dialogue with consumers, involving them in discussing products, receiving feedback and wishes, which are then taken into account when developing new products. The trends that confirm the priority of conducting an analysis of user parameters and performance indicators of the website of the agricultural holding "Myronivskyi Hliboprodukt" are characterized. The geographical structure of views of the website of the agricultural holding "MHP" was analyzed in detail. The state of the marketing activity of the enterprise of the agrarian sector "MHP" was analyzed, and the use of Internet technologies in the marketing activity of the enterprise was evaluated. The importance of the Facebook and Instagram platforms, which provide PrJSC "MHP" with powerful analytical tools that allow measuring interaction, reach and reaction to advertising campaigns, which is important for optimizing marketing efforts and increasing ROI, is revealed. The article shows how advertising platforms provide detailed segmentation based on geography, age, gender, interests, Internet behavior, which allows the company to conduct a dialogue with those people who are most interested in their products. And the use of content marketing, search engine optimization and contextual advertising on platforms such as Google Ads helps to increase the online visibility of "Myronivskyi Hliboprodukt".