DIGITAL INNOVATIONS IN AGRICULTURAL MARKETING: ORGANIZATIONAL AND ECONOMIC FOUNDATIONS OF INTEGRATION

Abstract

The presented scientific study explores the organizational and economic determinants of integrating digital technologies into the marketing strategies of enterprises within the agricultural sector. The urgency of this research is driven by the growing need to adapt agribusiness marketing activities to the realities of globalization, digital transformation, and intensifying competition in international agri-food markets. In this context, digital tools are considered a strategic resource for enhancing competitiveness and ensuring sustainable development. This paper identifies and systematizes the most promising digital technologies that can significantly optimize marketing processes in agricultural enterprises. These include big data analytics (Big Data), the Internet of Things (IoT), mobile applications, blockchain technology, and customer relationship management (CRM) systems. Each of these tools is analyzed in terms of its functional capacity to enhance communication with consumers, automate marketing operations, and improve the accuracy of strategic decisions in agromarketing. Based on empirical analysis, the study reveals the economic benefits of marketing digitalization for agrarian businesses. These benefits are reflected in the reduction of promotional costs, increased effectiveness of advertising campaigns, and more efficient management of consumer relationships. The research emphasizes the importance of sector-specific characteristics in the development and implementation of digital marketing strategies. In particular, it highlights the seasonal nature of agricultural production, sensitivity to agro-climatic conditions, and difficulties in product standardization as key factors influencing the success of marketing efforts in this domain. As a result of the research, scientifically grounded approaches are proposed for adapting digital marketing strategies to the specific needs and constraints of the agricultural industry. These approaches aim to support enterprises in achieving greater marketing efficiency, enhancing resilience to external challenges, and securing long-term competitive advantages. The findings contribute to the broader discourse on digital transformation and underscore the necessity of a complex, system-based approach to integrating digital innovations into the marketing activities of agribusinesses under the framework of the emerging digital economy.