Omelianenko O. Development of Internet marketing at agricultural enterprises

The dissertation examines the essence of the concepts of “Internet marketing”, “marketing activity”, “marketing strategy”, “marketing environment”, “Internet technologies”, “Internet marketing tools”, and determines their importance in the activities of agricultural enterprises. The scientific approaches are generalized and the essence of the concept of “Internet marketing” as a component of the overall strategy of an enterprise is clarified. The thesis substantiates the essence of Internet marketing and identifies its features for the marketing activities of agricultural enterprises by analyzing theoretical sources and practical examples. We have determined that Internet marketing is a set of strategies, methods and marketing tools aimed at promoting goods and services in the virtual environment. In this thesis, we have shown that Internet marketing tools bring real benefits to agricultural enterprises: global access, effective advertising, data collection and analysis. The main trends in the development of marketing activities of agricultural enterprises on the Internet are identified on the basis of empirical research and analysis of relevant data. The article develops methodological principles for the formation of Internet marketing strategies for agricultural enterprises based on the generalization of theoretical knowledge and practical tests that take into account the specifics of agricultural business. The article evaluates the effectiveness of the use of Internet marketing in the marketing activities of the agricultural enterprise PJSC “MHP” on the basis of comparative analysis of data and measurements of performance indicators. The article evaluates the effectiveness of the use of Internet marketing in the marketing activities of the agricultural enterprise PJSC “MHP” on the basis of comparative analysis of data and measurements of performance indicators. A set of marketing activities on the Internet and social networks has been formed to improve the efficiency of marketing activities of agricultural enterprises. The article also develops proposals for the development of Internet marketing tools in the marketing activities of agricultural enterprises based on the study and analysis of modern technological and innovative solutions. A set of marketing activities on the Internet and social networks for the development of marketing activities of agricultural enterprises is formed and the implementation of the Digital Marketing Measurement Model for agricultural enterprises is proposed. The article analyzes and improves the effectiveness of the use of Internet marketing tools in the marketing activities of agricultural enterprises, discusses Postclick and Post-view analyzes. It is concluded that the development of Internet marketing at agricultural enterprises is an integral part of their success and stability in the modern digital world.