MODERN TRENDS IN MARKETING COMMUNICATIONS FOR FARMS

Abstract

The relevance and significance of marketing communications in agriculture in the context of global challenges is highlighted. The importance of taking into account the seasonality of products, which requires strategic planning of promotion to the market, is emphasized. Emphasis is placed on the influence of weather conditions and regional features on cultivated crops, which necessitates the flexibility of marketing strategies. It was noted that agriculture needs an approach that takes into account the diversity of target audiences, their needs and interests. The need for strategic orientation of farms on risk management, adaptation to a specific region and development of a reliable brand is shown. Outlines key aspects of farm communications, including the role of community programs. The growing popularity of the brand as a tool of trust between producers and consumers is emphasized. It was noted that modern marketing communications are becoming more and more integrated and adapted to various groups of stakeholders. The significance of the brand for farms in ensuring consumer trust and forming a positive image is emphasized. Attention is focused on the fact that in the conditions of variability of agriculture, there is a need for adaptive communication strategies. Methods of interaction with the target audience have been determined, in particular, through regional media, social networks and partnerships. The importance of combining different forms of communication to achieve optimal interaction with the market is shown. It is shown that the adaptation of marketing communications to the peculiarities of the region, seasonality and weather conditions is the key to successful product promotion. The key modern tools of marketing communications of farms, their content, advantages and disadvantages are presented. It is shown that the analysis of modern trends in marketing communications allows farms to optimize their communication strategies, responding to market needs and strengthening their positioning.