THE COMPLEX OF MARKETING COMMUNICATIONS IN THE STRATEGIC MANAGEMENT OF AGRICULTURAL UNDER THE CONDITIONS OF DIGITALIZATION

Abstract

The purpose of the article is to investigate the role and significance of marketing communications in shaping the strategic management of agricultural enterprises under  the  conditions digitalization.

The pervasiveness of globalization and the rapid advancement of digital technologies have left an indelible mark on every facet of modern life, including the agricultural sector. This necessitates a thorough examination of the role and significance of marketing communications in shaping the strategic management of agricultural enterprises in the face of digitalization.

The transformation of consumer behavior is a key factor driving this need for research. Contemporary consumers increasingly rely on digital channels to gather information, make purchases, and engage with brands. This demands that agricultural businesses adapt their marketing communications to these new digital landscapes.

The scientific novelty lies in the comprehensive analysis of the use of digital tools in marketing communications of agricultural enterprises, as well as in the development of strategic approaches to their implementation and optimization.

Conclusions. Effective use of the marketing communications complex, including digital tools, is a key factor in the competitiveness and sustainable development of agricultural enterprises under digitalization conditions. It was found that digital marketing communication tools allow agricultural enterprises to reach a wider audience, increase brand awareness, establish effective communication with the target audience, and optimize marketing costs.

The implementation and optimization of digital marketing communication tools should be carried out within the framework of the general development strategy of the agricultural enterprise, taking into account its specifics and goals.

Practical significance of the study lies in the fact that its results can be used by agricultural enterprises to develop and improve their marketing strategies, increase the effectiveness of marketing communications and strengthen their competitive positions in the market.