USING MARKETING COMMUNICATIONS TO PROMOTE AGRICULTURAL PRODUCTS

Abstract

The article examines the specific features and practical aspects of using marketing communications in promoting agricultural products under the conditions of digital transformation of the economy. The study substantiates the growing importance of integrating traditional and digital communication channels to ensure effective interaction between agricultural producers and consumers, as well as to enhance the overall efficiency of marketing activities. It is determined that modern agribusiness operates in a highly competitive, volatile, and technologically driven environment, which necessitates the transition from fragmented and predominantly offline promotional tools to comprehensive, integrated communication systems. Particular attention is paid to the role of digital instruments, including social media, digital advertising, content marketing, CRM systems, and data analytics platforms, which significantly expand the opportunities for direct communication with target audiences and allow for personalization of marketing efforts. The research proves that the implementation of multi-channel communication strategies contributes to increasing brand awareness, strengthening customer loyalty, and improving the market positioning of agricultural enterprises. The paper also identifies key challenges faced by agrarian businesses, such as insufficient integration of communication tools, limited use of analytical support, and a low level of digital maturity. In response to these issues, the study proposes an integrated digital communication model based on the interaction of strategic, analytical, and operational components. This model ensures a continuous feedback loop, supports data-driven decision-making, and enhances the adaptability of enterprises to market changes. It is concluded that the comprehensive application of marketing communications, supported by digital technologies and strategic alignment, serves as a critical factor in achieving sustainable competitive advantages, increasing sales volumes, and ensuring long-term development of agricultural enterprises in the digital economy.