IMPLEMENTING MODERN INTERNET MARKETING TOOLS IN AGRICULTURAL ENTERPRISES
Authors: Bondarenko Valerii , Romat Yevgeny , Omelianenko Oleksandr 
Published: October 2024

The development of Internet marketing is extremely relevant and important for any business today, including agricultural enterprises. With the introduction of digital technologies and the growing influence of the Internet on our daily lives, consumers are increasingly using online channels to search for products and services. Agricultural enterprises that actively use online marketing have the opportunity to convey their message to a wide audience, attract new customers and increase brand awareness. Online platforms provide the agricultural sector with the ability to create personalized advertising, analyze user behavior, and respond quickly to changes in market conditions. The growing importance of online presence poses a challenge for agricultural businesses to develop effective online marketing strategies that meet their needs and industry specifics. Investing in digital marketing and the development of online communications will allow businesses to increase their competitiveness and ensure sustainable growth in today's digital world. For Ukrainian agricultural enterprises, the development of online marketing is extremely relevant. In addition, along with the rapid growth of the digital economy, the world is transitioning from traditional agriculture to digital-based agriculture. Progressive digital technologies, which are the basis for the formation of information systems, allow to obtain a significant consumer effect if they are used in the implementation of marketing activities. Internet marketing tools allow to increase the capacity of communication support of agricultural enterprises and improve communication with consumers. Based on these positions, it is advisable for agribusiness in general and agricultural enterprises in particular to master modern digital technologies, including Internet marketing, in order to operate successfully in the face of economic instability. The relevance of the development of Internet marketing for agricultural enterprises is undeniable, as it is a key tool for achieving success and ensuring sustainable development in the modern business environment. Scientific research is still dominated by an autonomous approach to the subject-object and content aspects of the theory of Internet marketing development, with little coverage of the interaction of digital tools with each other and the impact of social media on audience behavioral factors. There is still no unified approach to the role of the Internet marketing strategy and its impact on the development of agricultural enterprises. Thus, in scientific periodicals and professional literature, much attention is paid to the provisions of modern marketing theory, the theory of Internet marketing development, which is described in the scientific works of D. Semenda, O. Vinogradova, N. Nedopalko, M. Oaklander, O. Romanenko, F. Kotler, D. Jayne, L. Turchin, V. Ostroverkh, G. Armstrong. O. Marchuk, A. Slobodianyk, O. Mohylevska, L. Romanova, I. Salkov, D. Yatsiuk, N. Grechanyk, O. Vavrysh, O. Savchuk, S. Ilyashenko and other scholars. Such scholars as N. Reznik, S. Kobernyuk, V. Bondarenko, O. Lucius, A. Ryabchyk, D. Tilmani, Y. Larina, O. Garafonova, T. Ilchenko and other scholars have studied the possibilities of implementing and problems in the development of Internet marketing in the activities of agricultural enterprises. This actualizes the need to solve theoretical and methodological problems to substantiate the development of Internet marketing in agricultural enterprises. The aim of the study is to formulate theoretical and methodological foundations and practical recommendations for the development of marketing activities of agricultural enterprises on the basis of the introduction of digital marketing technologies. The methodological basis of the study is the fundamental provisions of modern marketing theory, the theory of Internet marketing development, scientific works of domestic and foreign scientists on the problems of development and implementation of Internet marketing in agricultural enterprises, the method of extrapolation, statistical and empirical research. The monograph systematically substantiates the theoretical and methodological foundations for the development of marketing activities of agricultural enterprises on the basis of the introduction of digital marketing technologies. The formulated scientific provisions and conclusions will contribute to the further development of the theory and practice of developing the marketing activities of agricultural enterprises through the use of digital marketing technologies. The methodological and methodological approaches proposed in the paper are used for calculations and model development. This allows determining how effective the use of Internet marketing technologies is for agricultural enterprises.