POSSIBILITIES OF USING INTERNET MARKETING IN AGRIBUSINESS

Abstract

The article is devoted to the study of the effectiveness of the use of internet marketing by agricultural enterprises and the identification of tools that affect it. At the moment, agribusiness must adapt to new marketing technologies in the context of globalization and digitalization in order to remain competitive and increase its market presence. The purpose of the article is to determine the possibilities of using Internet marketing in agribusiness. Research objectives include the rationale for Internet marketing tools, strategies, and tactics to increase brand awareness, attract and retain customers, and increase overall profitability in agribusiness. In addition, the task is to recognize potential obstacles and barriers that may arise during the application of these strategies in practice, and to propose possible solutions to overcome them. The research methodology includes theoretical analysis of research papers related to Internet marketing in agribusiness, data analysis, identification of trends and patterns using statistical tools and software, comparison and evaluation of various tools, strategies and methods of Internet marketing in agribusiness. The article examines a number of online business promotion tools, including SMM, SEO, content marketing, and SEM, which can be used to successfully promote agribusiness products. The authors explore how a strategic approach to the selection and use of these technologies can increase marketing effectiveness. The study also examines the complex interaction between various online marketing tools and the specifics of the agricultural industry. It emphasizes how important it is to understand the peculiarities of consumer behavior and buying habits inherent in the target markets for agricultural products. The authors emphasize the need to use data analytics and consumer knowledge gained from online marketing activities to improve customer interaction and enhance marketing strategy. Practical significance means that according to the article, agricultural enterprises can significantly increase their market reach and influence in the digital era by using online marketing tools in a balanced and strategically coordinated manner.