TRENDS IN THE DEVELOPMENT OF THE AGRARIAN SECTOR OF THE UKRAINIAN ECONOMY IN THE CONTEXT OF DIGITAL MARKETING ACTIVITIES

Abstract

The agricultural sector, traditionally considered conservative, is undergoing a revolution driven by digital transformation. This transformation creates many opportunities for farmers, producers and suppliers of agricultural products. Digital marketing in the agricultural sector today is not just a trend, but a necessity, stemming from dynamic changes in consumer behavior and technological progress. The first and most obvious implementation of digital marketing in the agricultural sector is the digitization of trade. Electronic trading platforms and mobile applications provide farmers with the ability to reach markets that were previously inaccessible due to geographical or logistical constraints. This creates new sales channels for agricultural products and allows farmers to get better prices through direct communication with end consumers. The use of digital technologies in agromarketing also allows agribusinesses to collect and analyze large amounts of data to better understand market trends and consumer preferences. Big Data and analytics enable farmers to predict demand, optimize pricing, and minimize risks. Social media and content marketing are opening up new horizons for agribrands in creating a deep connection with consumers. Stories of pro-ecological production, sustainable development and innovation in the agricultural sector resonate with the values of modern consumers. Video marketing and blogs allow you to show the "face" of the brand, its values and commitment to the best production standards. The interactivity and personalization offered by digital channels help to create an individualized approach to each customer, offering products and services according to their individual needs and previous purchases. This not only increases brand loyalty, but also promotes cross-selling and increases sales. Digitalization enables precision farming, which uses data to optimize all processes, from sowing to harvesting, and marketing strategies. The use of artificial intelligence for demand forecasting, supply planning, and automation of advertising campaigns is becoming an integral part of the marketing strategies of modern agricultural companies. The article provides a practical example of the analysis of the use of Internet marketing among the largest agricultural enterprises of Ukraine. The author presents the results of research on trends in the development of the Ukrainian Internet advertising market in 2022. In the context of marketing activities, the author identifies several main areas of Internet marketing. The author proves that with the help of a web resource, any company can increase brand awareness, post all information about its activities, and maintain its image and positive reputation among other participants of the agricultural market. All of the above goals can only be achieved if the website is optimized for technical and commercial purposes, and has high-quality and expert content on each landing page. Usability optimization also plays a key role, as it affects the interaction of visitors with a web resource and helps to increase conversion. Only under such conditions does the website take favorable positions in the search engine, and the agricultural enterprise becomes successful among competitors and prominent among partners, consumers, and contacts.