DIGITAL MARKETING TECHNOLOGIES IN FORMING A MODERN CONCEPT OF COMMODITY STRATEGY AND PROMOTING THE BRAND OF AN AGRICULTURAL ENTERPRISE

Abstract

The article explores the theoretical, methodological and applied aspects of using digital marketing technologies in the formation of a product strategy and promoting the brand of an agricultural enterprise in the context of the digital transformation of the economy. It is substantiated that the digitalization of marketing activities is one of the key factors in increasing the competitiveness of agricultural business entities, provides for the expansion of communication channels with interested parties, increases the efficiency of interaction with consumers and optimizes marketing management processes. The paper summarizes modern scientific approaches to the formation of a product strategy of agricultural enterprises using digital marketing tools and defines the role of SMM-marketing as a component of a comprehensive system of digital communications. The need to integrate digital platforms into the enterprise's brand management system is substantiated, which allows to increase the level of its recognition, strengthen corporate reputation and ensure effective interaction with other target audience groups. Using the example of an agricultural enterprise, a comprehensive digital marketing strategy has been developed, which covers the target audience segment, the selection of optimal digital communication platforms, the formation of a content strategy, the development of an SMM plan, the definition of an advertising policy, a system of key performance indicators (KPI), as well as a mechanism for assessing the effectiveness of marketing activities, a control algorithm. and optimization of digital communications. Recommendations are offered on the use of Facebook, Instagram, LinkedIn, YouTube and TikTok platforms to promote the enterprise's brand, develop the employer's brand, strengthen partnerships, increase investment attractiveness and form a positive image of a socially responsible agricultural producer. Particular attention is paid to the developed system for monitoring the effectiveness of the SMM campaign, which provides the use of key performance indicators (KPI), web analytics tools, A/B testing, assessment of the profitability of marketing investments (ROI) and mechanisms for continuous optimization of digital communications. The proposed approach allows to ensure the adaptability of the marketing strategy to changes in the digital environment and the needs of different audience segments. The practical value of the study lies in the possibility of using the proposed digital marketing strategy as a universal tool for brand management and promotion of products of agricultural enterprises of various organizational and legal forms.