INTERNET RESOURCES AS A TOOL OF DIGITAL MARKETING

Abstract

The work presents the results of research into the possibilities of using digital marketing by enterprises of the agrarian sector and the definition of tools that affect its effectiveness. An assessment of the possibilities of using digital marketing by enterprises of the agrarian sector was carried out. The content of the concept of digital marketing as targeted and interactive marketing of goods and services, which is aimed at improving the mechanism of product sales through the use of various digital technologies, is revealed.

Effective use of digital marketing is possible only if advanced technologies are added to its complex, which will allow to develop a competitive strategy. Enterprises of the agrarian sector need to transform for the benefit of development in the direction of e-commerce and digital marketing. For this, first of all, it is necessary to implement an element of marketing automation at enterprises - a CRM system, which will contribute to the accumulation of data obtained as a result of the use of various digital marketing tools in one place. The best results are consistently achieved through a holistic and comprehensive strategy that ensures the optimization of every aspect of marketing and the harmonization of strategies to create a consistent, attractive and successful advertising campaign for businesses in the agricultural sector.