INTEGRATION OF DIGITAL MARKETING COMMUNICATIONS IN THE STRATEGY FOR DEVELOPMENT OF THE AGRICULTURAL INDUSTRY OF UKRAINE IN THE CONDITIONS OF GLOBALIZATION

Abstract

The article analyzes the role of digital marketing communications in the development of the agricultural sector of Ukraine in the conditions of globalization. The importance of implementing modern digital tools to increase the efficiency of agribusiness is considered, in particular through the automation of marketing processes, the use of analytics and big data (Big Data), as well as the integration of new technologies, such as the Internet of Things (IoT). The authors investigated the state of digital communications in the agricultural sector of Ukraine, identifying the main tools, in particular social networks, email marketing, CRM systems, and studied the level of their application in agricultural enterprises of various sizes. In particular, the level of digitalization of agricultural enterprises was analyzed, and the main barriers limiting the implementation of digital solutions were identified, including financial constraints, insufficient staff qualifications, and infrastructure problems. In addition, state support for the digitalization of agribusiness was considered, in particular through programs to support innovation and investment in digital technologies. The authors provided examples of the successful use of digital marketing communications during the military invasion of Ukraine to promote products, which can be used as models, in particular in small and medium-sized agricultural enterprises. Particular attention is paid to the prospects for the development of digital marketing in agribusiness, including the improvement of interaction between producers and consumers through online platforms. In addition, the article identifies the main areas for further research, including studying the effectiveness of digital strategies in various segments of agribusiness, as well as assessing the impact of digital communications on the sustainable development of the agricultural sector. The article is of practical importance for agribusinesses seeking to implement modern digital technologies in their activities, as well as for researchers engaged in the development of digital marketing in the agricultural industry.