Determining the skills gap: towards developing an efficient digital marketing model for the agricultural industry

The scientific literature often refers to gaps in digital marketing skills in industries, but the gaps are not clearly defined. The purpose of this study is to identify gaps in digital marketing skills in the agricultural industry. In-depth interviews were conducted with 16 agricultural industry experts. After that, a focus group was held, which verified the reliability of the data obtained. It was found that there are gaps in digital marketing skills in the agricultural industry, such as: limited knowledge and experience in using digital tools and platforms, insufficient understanding of the principles of SEO and content optimization, inability to effectively use analytical tools to evaluate the results of marketing campaigns, limited understanding of the characteristics of the agricultural industry. Based on the results obtained, a digital marketer model was developed, which described the key skills and competencies necessary for successful work in the field of digital marketing in the agricultural industry. As a result of the study, it is concluded that the research findings emphasise the need for further training and development of digital marketing skills in the agricultural industry. The development of educational programs and training aimed at filling the identified gaps can significantly improve the effectiveness of marketing strategies in this sector and contribute to the development of the industry as a whole.