Actual problems of innovative economy and law

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Prospects for the introduction of internet- marketing in the marketing activities of agricultural enterprises

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УДК: 338.43.9:332.025

DOI: https://doi.org/10.36887/2524-0455-2024-2-15

Bondarenko Valerii,
Doctor of Economic Sciences, Professor, Professor of the Department of Marketing and International Trade,
National University of Life and Environmental Science of Ukraine,
https://orcid.org/0000-0002-5929-7158
Reznik Nadiia,
Doctor of Economic Sciences, professor of the Department of Management
National University of Life and Envinromental Sciences of Ukraine,
https://orcid.org/0000-0001-9588-5929
Lutsii Oleksandr,
Ph.D. in Economic, Professor, Professor of the Department of Marketing and International Trade,
National University of Life and Environmental Science of Ukraine,
https://orcid.org/0009-0007-5235-9655

This article aims to study the prospects for introducing Internet marketing into the marketing activities of agricultural enterprises and to determine its potential for improving the competitiveness and efficiency of these enterprises. The article uses the analysis of literature sources, study of scientific articles and practical studies, and analysis of statistical data and empirical observations. The article examines the prospects of introducing Internet marketing into agricultural enterprises’ marketing activities, revealing its main advantages and possible strategies for achieving success in the current economic environment. The essence of Internet marketing and its impact on the marketing activities of agricultural enterprises are studied. The advantages and possible obstacles to introducing Internet marketing for these enterprises are reviewed. The strategies and tools for implementing Internet marketing, which can be effective in the agricultural sector, have been identified. The article contributes to understanding the impact of Internet marketing on the marketing activities of agricultural enterprises and identifies new opportunities for their development in the digital economy. The study results can be helpful for agricultural enterprises, helping them realize the potential of Internet marketing and identify strategies for its successful implementation. The article considers the prospects of introducing Internet marketing into agricultural enterprises’ marketing activities, revealing its main advantages and possible strategies for achieving success in the current economic environment. The article reveals its main advantages and possible strategies for success in the current economic environment. This can lead to increased efficiency of marketing campaigns and increased competitiveness of enterprises. Further research opportunities include a more in-depth analysis of the effectiveness of specific Internet marketing strategies for the agricultural sector and research on new trends and innovations in this area.

Keywords: Internet marketing, agricultural sector, prospects of Internet marketing, implementation of Internet marketing, advantages of Internet marketing, opportunities of Internet marketing, marketing activities, website, social networks, influencers.

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The article was received 05.02.2024