Economic aspects of Industry 4.0 marketing technologies implementation in the agricultural sector of Ukraine

Abstract

The study aimed to assess the impact of Industry 4.0 marketing technologies on the efficiency of business processes in the agro-industrial complex of Ukraine in the current market conditions. The study established that Industry 4.0, as a new stage of technological development, radically changes traditional methods of production, business and management by integrating digital technologies with physical processes. With the use of big data, artificial intelligence, and machine learning, agricultural businesses can create accurate customer profiles, develop personalised marketing campaigns, and automate routine tasks such as audience segmentation and forecasting market changes. The study also addressed the impact of the Internet of Things, social media and digital platforms on customer engagement and supply chain management. Innovations in e-commerce and the use of augmented and virtual reality also substantially improve the marketing efficiency of agricultural enterprises. The impact of the war in Ukraine on the introduction of digital technologies in the farming sector was emphasised. While investment in digitalisation declined during the conflict, the war also stimulated the search for innovative solutions, such as the use of drones to monitor fields and technology to improve cybersecurity. The impact of the war on consumer habits and priorities has also necessitated rapid adaptation of marketing strategies. Based on the study, which included a survey of 727 enterprises, the level of adoption of Industry 4.0 technologies among large, medium and small enterprises, as well as their plans for further implementation, was determined. The results showed that large enterprises are leading the way in adopting new technologies such as data analytics and artificial intelligence, while small and medium enterprises are just beginning to implement these solutions