Features of Digital Marketing Application in Agribusiness

The article delves into the unique aspects of digital marketing in the resilient agribusiness of Ukraine, as evidenced by the statistical data analysis for 2018-2022. The study aims to unearth the peculiarities of digital marketing in agribusiness, particularly in leveraging websites, social media, and interactive functions to enhance marketing strategies. The research scrutinises the dynamics of agricultural enterprises over the period, revealing a significant reduction in active market players due to economic and political factors, including the war. However, the analysis also unveils remarkable stability in the share of enterprises using digital tools, even amidst the decline, underscoring the unwavering importance of digital solutions in times of crisis. The study of trends in the use of websites by agricultural enterprises showed that the level of interactivity of web resources needs to be higher, limiting the opportunities for effective interaction with customers. Despite the growing number of companies that have websites, their functionality, in many cases, needs to meet modern requirements. In particular, such essential aspects as online ordering and content personalisation are covered by a small share of agricultural enterprises, which indicates insufficient integration of digital solutions into business processes. We also investigated the level of social media use by agricultural enterprises. Although social media is the most popular digital marketing tool, other types of digital platforms, such as blogs or microblogs, are not widely used by agricultural enterprises, indicating the need to expand the range of digital marketing tools to increase the efficiency of marketing communications. The conclusions provide recommendations for increasing agribusiness's digitalisation by improving website functionality, increasing employees' digital literacy, and developing infrastructure that provides access to the Internet.