Internet Tools in Marketing Communications of Agribusinesses in Ukraine

Abstract

Modern technologies have expanded into allspheres of the human activity, including a marketing one. As for the marketing sphere, it especially concerns promotion policies and marketing communications. The Internet allowed a lot of companies and business to get closer to their clients regardless of their location and their language. Because of the Internet advertising and its type, the companies got an opportunity to send messages to the strictly defined target audience and the consumers can sift them out and select only those of a special interest at a particular moment. Many technologies capable of boosting the effectiveness of the marketing communications requests have recently emerged, which determines the relevance of the study. Thus, the use of Google Ads, SEO promotion, and social media permits to analyse accurately the communications campaign results and establish strong feedback with a potential client. The aim of the study -the analysis of the spread of the Internet and social networks in Ukraine agribusiness, which testifies -considerable prospects of the Internet advertising and the Internet communications usage by agro-industries and companies. Despite the noteworthy advantages of these tools, the volumes and the level of their use by Ukrainian agribusiness are not sufficient neither in the B2C marketing nor in the B2B one. On the one hand, it is attributed to the focus of many agribusinesses on the external market. On the other hand, it is caused by the deficient understanding of marketing and its tools by companies. The coronavirus crisis with its restrictions proved the necessity to apply different Internet tools in all businesses in Ukraine, particularly in the agro-industries. The war made it difficult to use internet tools and forced us to adapt quickly to new realities. As a result of this article, an algorithm for positive marketing communication campaigns during the war was developed, it was concluded that they should employ modern means of communications with the target audience, resort to experience in other spheres, introduce marketing tools into their activities and cultivate an efficient marketing communication policy.

Regular Internet Users Across the Italian Regions

“…Their research reveals that changes in digital engagement can have significant effects on the mental health of older populations, indicating the dual role of the internet as both a source of support and potential stressor during times of crisis. Kuzyk (2023) investigates the use of internet tools in the marketing communications of agribusinesses in Ukraine, providing a unique perspective on how digital technologies are being leveraged in the agricultural sector. This study illustrates the growing importance of online platforms in marketing strategies and the potential benefits they offer for reaching and engaging with target audiences more effectively.…”

Selection of Marketing Communication Channels in Agribusiness

“…Part of this certainly includes choosing the optimal marketing channel through which the procurement and distribution of final products run smoothly. As Kuzyk (2023) observes, every business today faces the need to organize effective collaboration with its marketing environment, especially with targeted consumers. According to him, various marketing communication tools, which are actively developing, aim to help the company grow.…”