Digital Marketing Practices Adopted by Agricultural Service Companies in India

Abstract

All of the services required to transport a farm product from the farm to the consumer are generally considered to be part of agriculture marketing. Over the past 60 years, there have been many changes to the agriculture marketing system as a result of an increase in marketed surplus, higher urbanisation and income levels, corresponding changes in the structure of demand for marketing services, as well as increased connections with distant and foreign markets. Reduced marketing expenses are the main objective of agricultural marketing. E-Agriculture or e-Agribusiness refers to the use of information and communication technology (ICT) in the agricultural sector. e-Agribusiness. Every aspect of the agri-food chain will be affected by digitalization, but it will necessitate big changes in farming, rural economics, and produce marketing. Farmers gain from ICT use in agriculture since it enables them to learn about the market and sell their products. In the digital era, the whole agriculture industry may be transformed. ICT assists small farmers in locating various purchasers for producers ready to pay a premium. Small business owners deal with a small number of buyers who either pick up from them or pay them directly. Market distortions can be reduced by using a mobile application that provides price information to farmers. M- farm mobile application are used globally in Kenya enable sales collective by allowing users to locate farmers, input dealers, purchasers, and storage warehouses. Farmers are obtaining better market prices, according to the research. Farmers in China's agriculture industries traditional plan their crop depending on previous season's sales. Farmers now have access to consumer sales data through Alibaba's flash sale and marketing platform "Juhuasuan" and its virtual farming feature "Jutudi" so they can more precisely plan crops based on recent consumer patterns. It allows customers to order agricultural products in advance of harvest. To avoid middlemen, it works directly with cooperatives and farmers. The government of Tamil Nādu offers the Uzhavan app for marketing products as one of the services it provides, as well as many other digital apps from other state governments to notify farmers about timely and accurate agricultural production and market information. This article provides an overview of current digital agriculture marketing services.