INNOVATIVE MARKETING TOOLS IN THE ACTIVITIES OF AGRICULTURAL ENTERPRISES
Abstract
The article defines the content, components and conditions for the functioning of innovative marketing in the activities of agricultural enterprises. Achieving both current and long-term sustainable development goals by agricultural enterprises through innovative marketing requires a deep understanding of consumer needs, market trends, modern digital marketing tools and their adaptation to the specifics of agricultural business. The content, main elements and directions of development of innovative marketing are defined and a list of innovative marketing tools that can be applied in agricultural business is formed. Taking into account the specifics of the activities of agricultural enterprises and modern aspects of digitalization, it is found that innovative marketing involves an approach to the production and promotion of goods and services that focuses on the use of the latest technologies and creative solutions to attract consumers and distinguish the product and brand among competitors. The main goal of innovative marketing is to create unique value for consumers by introducing new products, services or other marketing approaches that meet their current needs and expectations. Such marketing uses the latest tools, including digital platforms, data analytics, artificial intelligence and virtual reality, to enhance interaction with the audience and increase the effectiveness of advertising campaigns. Innovative marketing can potentially create a synergy effect, as it is aimed at comprehensively solving various problems, including: market segmentation, correct positioning, forming the attractiveness and high competitiveness of agri-food products, analysis of the product range, coordination of the range and pricing policy, taking into account consumer behavior models, competitive analysis, control of key development indicators, budgeting of innovation processes and marketing. Four main groups of innovative marketing tools are distinguished, in particular, the targeting and positioning subsystem; product and pricing policy tools; digital marketing tools in the areas of promotion and sales of an innovative product.
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