Digital Marketing in Promoting Bioeconomy in Ukraine

Abstract

The article deals with the substantiation of the role and opportunities of involving digital marketing tools for the promotion of the bioeconomy in Ukraine. It is substantiated that the intensification of a socially oriented bio-based business in Ukraine is determined by conveying to the society the necessity to transform the established concept of strategic growth, which will follow not only human-centric but also ecocentric paradigms. The use of modern digital technologies, one of which is digitization, contributes to the above. It is empirically proven that socially-oriented and economically justified digitization acquires a permanent status in the field of inclusive growth. The digitization of the bioeconomy against the background of social digital transformation determines the imperatives for the development of the Ukrainian economy, and the digitization of its agricultural sector is considered one of the key tasks of the new government of our country. In order to visualize the concept of implication of digital marketing in the process of the establishment of the bioeconomy, the criteria for identifying its benefits were systematized; they include the target audience (stakeholders), the sphere of influence on it (exogenous and endogenous business environment) and marketing channels and tools, that is, bioeconomy as a strategic vector for promoting the ecologization of the social and environmental processes of human existence. The expediency of digital marketing tools is determined by the specific conditions, opportunities, needs and tasks of stakeholders in terms of the intensification of bioeconomic processes. The effectiveness of the implementation of the developed model of digital marketing implication in the field of the bioeconomy will be determined based on the configuration of the corresponding effects in terms of economic, social and environmental benefits, that is, sustainable growth will be ensured according to the synergetic approach. The generalized format of applying digital marketing tools and defining marketing channels for promotion of the bioeconomy will ensure the consolidation of efforts of all stakeholders in order to create favorable conditions for running bio-based business. This is a determinant for the sustainable development of Ukraine and for the civilized development of modern society.