Features of implementation of internet marketing in the activities of agricultural enterprises

Abstract

In the conditions of the digital economy, mass consumption and satisfaction of basic needs, rapid technological changes, rapid development of global markets, fundamental changes in consumer behavior patterns, and oversaturation of the market with differentiated product offers have caused a decrease in the effectiveness of traditional marketing tools. Informatization, globalization, and the emergence of new technological systems have created new opportunities for the development of enterprises. The work analyzes the essence and content of Internet marketing, which provides for the possibility of interactive communications with consumers using electronic channels, such as e-mail, the Internet, smartphones and tablets, and mobile applications. Its main differences from traditional marketing are considered. Digital marketing is a more controlled and accountable phenomenon than traditional marketing. It is focused on achieving results, while traditional marketing is focused on initiating interaction with consumers. Countries. It is emphasized that the most essential prerequisite for developing Internet marketing is the fact that it has a very high return on investment. The concept of "Marketing 4.0" is considered, which is based on an approach that most effectively combines the synergy of the traditional and digital worlds of companies and customers. The key factors that contributed to the formation and development of Internet marketing were analyzed. It is noted that companies in the agrarian sector of the economy should apply a full range of marketing measures in order to direct Internet traffic using social networks to their website. Critical statistical data on the development of social networks are analyzed. It is indicated that the most critical types of Internet marketing are electronic marketing (e-mail marketing), search engine optimization (SEO), influencer marketing, content marketing, and marketing in social networks (SMM marketing). Internet marketing has evolved from measuring the results of the consumer's response to involving him in marketing activities. Keywords: Internet marketing, digitalization of the economy, information technologies, brand, digital marketing, traditional marketing, marketing information.