DIGITAL MARKETING TRANSFORMATION STRATEGIES IN AGRI-INDUSTRY

Abstract

The article analyses the essence, directions and features of digital transformation of marketing in the agro-industrial complex of Ukraine in the context of digitalization of the economy. It is determined that modern agribusiness is faced with the need to adapt to dynamic market changes, growing consumer demands and global competition, which necessitates the introduction of innovative digital solutions into marketing activities. Key strategies of digital transformation are studied, including: the introduction of Big Data technologies for market analysis and consumer behaviour; the use of the Internet of Things (IoT) for monitoring production and delivery processes; the use of artificial intelligence (AI) for forecasting demand and automating decision-making; the development of e-commerce and digital channels of interaction with consumers; the introduction of CRM systems for personalizing marketing communications. The advantages of digital tools in increasing the efficiency of sales management, expanding sales markets, and strengthening consumer loyalty are outlined. The main barriers to digitalization are analyzed: limited financial resources, insufficient level of digital literacy of personnel, weak IT infrastructure. Strategic approaches to overcoming these problems are proposed: the formation of a digital culture in agricultural enterprises, state support for innovations, and the development of partner networks. It is concluded that the digital transformation of marketing is a strategic factor in the sustainable development of the agricultural industry and an important tool for increasing its competitiveness in the domestic and foreign markets. Special attention is paid to the role of big data analytics in the formation of marketing strategies based on the real needs of the target audience. The possibilities of using digital platforms to automate sales processes, product promotion and customer feedback are also considered. Digital transformation not only optimizes operational processes, but also opens up new business models based on data, innovation and rapid adaptation to changes. It has been proven that the implementation of digital solutions in the marketing of agricultural enterprises contributes to increasing the transparency, efficiency, flexibility, and effectiveness of management decisions.