Digital Marketing Strategies for Promoting Sustainability in Agro-Based Industries: Opportunities and Challenges

Abstract

Scope: This paper investigates the intersection of digital marketing and sustainability within the agricultural sector, focusing on agro-based industries. It aims to delineate the role of digital marketing in addressing evolving consumer behaviors, globalization trends, and sustainability imperatives in agriculture. Objective: The primary objective is to analyze how digital marketing strategies and emerging technologies contribute to promoting sustainability in agriculture. This study seeks to identify the strengths, weaknesses, opportunities, and threats associated with digital marketing in agro-based industries and provide actionable recommendations for stakeholders. Approach: The research employs a comprehensive approach, including a literature review, case studies, and SWOT analysis. It examines the significance of digital marketing tools such as precision agriculture, block chain, and artificial intelligence in advancing sustainability goals. Moreover, it assesses the economic, environmental, and social dimensions of sustainability within the context of digital marketing in agriculture. Results: The study reveals that digital marketing plays a crucial role in addressing changing consumer preferences, facilitating market access, and driving innovation in agricultural practices. It identifies strengths such as wide reach and opportunities such as enhanced market access, alongside weaknesses like the digital divide and threats such as regulatory constraints. Moreover, the research highlights the transformative potential of digital marketing for promoting sustainability in agriculture. Conclusions: The findings underscore the importance of digital marketing in fostering agricultural sustainability and suggest that strategic investments in digital infrastructure, data security enhancement, and technology adoption are imperative. Moreover, collaborative learning and continuous evaluation are essential for maximizing the effectiveness of digital marketing initiatives in advancing sustainability goals. Perspectives: Looking ahead, the study emphasizes the need for ongoing research and innovation to leverage emerging technologies for sustainable agriculture. It suggests exploring new digital marketing strategies and fostering interdisciplinary collaborations to address complex sustainability challenges. Ultimately, the paper provides insights for stakeholders on harnessing the power of digital marketing to promote sustainability in agriculture effectively.