INTEGRATION OF DIGITAL TECHNOLOGIES INTO THE MARKETING STRATEGY OF AGRICULTURAL ENTERPRISES: ORGANIZATIONAL AND ECONOMIC APPROACH

Abstract

The article examines the topical issues of integrating digital technologies into the marketing strategy of agricultural enterprises from the perspective of an organizational and economic approach. The relevance of the topic is due to the need to adapt the agricultural sector to the challenges of the digital economy and to strengthen the competitiveness of domestic enterprises in the global market. The purpose of the study is to develop theoretical and methodological foundations and practical recommendations for the effective implementation of digital tools in the marketing activities of agricultural enterprises. The methodological basis of the study was a systematic approach, methods of analysis and synthesis, comparative analysis, and economic and statistical methods. The paper provides a comprehensive analysis of modern digital technologies relevant to marketing in the agricultural sector. The key benefits of digitalization of marketing for agricultural enterprises are identified, including optimization of advertising costs, increased efficiency of targeting and personalization of marketing communications, and improved customer interaction. Particular attention is paid to the specifics of the agricultural sector, which affects the process of digital transformation of marketing, in particular, seasonality of production, dependence on natural and climatic conditions and the complexity of product standardization. The author substantiates the need for an integrated approach to the digital transformation of marketing activities, which involves not only the implementation of technological solutions, but also appropriate organizational changes and the development of digital competencies of personnel. The results of the study are of practical value for the management of agricultural enterprises, as they provide recommendations for the selection and implementation of digital marketing tools, taking into account the specifics of the agricultural business. The results obtained can be used in the formation of sectoral programs to support the digitalization of the agricultural sector and the development of educational programs in digital marketing for agricultural specialties. Further research in this area could be aimed at developing methods for evaluating the effectiveness of digital marketing strategies in the agricultural sector and studying the impact of marketing digitalization on the sustainable development of agricultural enterprises.