Agrarian Economy 2022 Т. 15 № 3-4: 66-74

Opportunities of using Internet marketing in the activities of family farms

I. Bezhenar, Candidate of Economic Sciences (PhD)
ORCID ID: 0000-0002-4584-9062
NSC Institute of Agrarian Economics

https://doi.org/10.31734/agrarecon2022.03-04.066

ANNOTATION

Over time, marketing technologies and methods of promoting goods and services are dynamically progressing and changing. Advertising in printed media and television is gradually being replaced by Internet advertising.

The number of Internet users is constantly growing, and the Internet is characterized by the ability to influence formation and development of the information society, determine the tastes of consumers when shopping online, explore effective online platforms, etc.

With development of the Internet, the approaches to the communication policy between a seller and a consumer have changed, as well as the ways of interacting with the target audience in the Internet environment. Successful foreign experience is adopted by domestic companies.

In Ukraine, most of the owners of large agricultural companies have their own websites, accounts in social networks, thereby promoting their products, forming loyalty, increasing their audience of consumers. The presence of such attributes is necessary in the modern information society to support the image (of an enterprise, product, brand); opportunities to bring a new brand or product to market; increasing awareness; promotion of sales, access to the world market, etc.

As for small farms, and especially family farms, only a few of them are represented on the Internet.

Family farms are dynamically developing in the world and their creation with the support of the state and private investment projects is gaining momentum in Ukraine. Family farm members must determine if they see the Internet as a marketing channel and if Internet users are part of their target audience and whether it is easy to reach them through the Internet.

The advantages of using Internet marketing are interactivity, absence of territorial and geographical restrictions on sales, attracting a wide target audience, the ability to quickly evaluate the promotion system in real time, event management, etc.

An analysis of the activities of family farms Unikasol and Koptar was carried out. The author proposes ways to promote products with the support of Internet marketing tools, including targeting.

KEY WORDS

digitalization, Internet-marketing, family farms, targeting

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