Digital Technologies in Rural Marketing: A Systematic Review

Abstract

Introduction. The use of digital technologies in the marketing of rural areas opens up new opportunities for improving their economic attractiveness, expanding markets for products, as well as attracting investments and tourists. The goal of the study is to analyze the potential of digital technologies for marketing rural areas, identifying the main directions and mechanisms for their implementation, as well as assessing the effectiveness of already implemented projects in this area. Materials and Methods. A comprehensive analysis of scientific publications by Russian and international authors was devoted to the use of digital technologies in marketing of rural areas. The search for current scientific works in digitalization and marketing strategies in the agricultural sector included Scopus and Web of Science, as well as the Russian electronic databases eLibrary and CyberLeninka. The study was based on methods of analytical review, comparative analysis and systematization of existing approaches and solutions. Moreover, the case study method was used for a detailed examination of successful examples of the introduction in digital technologies in marketing of rural areas. Results. The most effective key digital tools and platforms for marketing rural areas were identified, such as social networks, mobile applications, virtual tour platforms and data aggregators. Particular attention was paid to the possibilities of using big data and analytics for targeted marketing and increasing customer satisfaction. Specific examples of successful projects in Russia and other countries were given. Conclusions. The introduction of digital technologies in the marketing of rural areas contributes to an increase in competitiveness, market development and the income of the local population. However, to achieve significant results, a comprehensive strategy is required, including infrastructure development, personnel training and the creation of conditions for innovative development. Finally, it is important to take into account the specifics and needs of specific rural areas, as well as to ensure the involvement of the local population in the digitalization process.