The evolution of agricultural product marketing in the digital age: from traditional communications to big data analytics systems

Юрченко, Олександр Анатолійович (2025) The evolution of agricultural product marketing in the digital age: from traditional communications to big data analytics systems Актуальні проблеми сталого розвитку, 2 (6). pp. 174-185. ISSN 3041-1807

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Abstract

The import of the research stems from agricultural businesses needing to shift from conventional promotion methods to digital technologies and Big Data analytics. These guarantee competitiveness, transparency and lasting development in present market situations. The aim of the paper is to disclose the characteristics of agricultural marketing’s transformation within economic digitalization, analyzing the shift from conventional advertising tools to Big Data and innovative technology use. The following methodologies were employed in the research: a systematic method; comparative assessment; analytical procedures for processing data on consumer conduct and market shifts; generalization technique. The main point is to understand that digital transformation alters not just the tools and conduits for advertising agricultural goods, but also the very rationale of forming marketing product strategy, rendering it more analytical, customer-focused, and receptive to market variations.The core and advancement of the marketing product strategy in the agricultural area are determined. The specifics of the marketing product strategy in the agricultural sector are clarified. The features of digitalization as a factor in the alteration of marketing activities are studied. In particular, the directions of digital transformation of agribusiness are characterized. The role of digital platforms, marketplaces and social networks in the promotion of products is justified. The impact of digitalization on the alteration of marketing tools and communication routes is studied. The part of Big Data analytics in shaping an effective marketing product strategy of agricultural firms is established. Specific focus is given to sustainable progress and digital marketing of agricultural goods, particularly: the potential of digital technologies in ensuring the tenets of sustainable development, clarity of agri–food chains, and their integration into marketing tactics are evaluated. Practical recommendations are devised for improving the marketing product strategy of agricultural enterprises utilizing big data and innovative technologies. The outlook for the application of big data and artificial intelligence in agribusiness is determined.

Item Type:	Article
Uncontrolled Keywords:	marketing product policy; big data; sustainable development; digitalization; digital transformation; product promotion; communication; consumer behavior; strategy
Subjects:	Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет економіки та управління > Кафедра міжнародної економіки
Depositing User:	доцент Олександр Анатолійович Юрченко
Date Deposited:	23 Sep 2025 08:35
Last Modified:	23 Sep 2025 08:35
URI:	https://elibrary.kubg.edu.ua/id/eprint/53178

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