Modern Directions for Improving Marketing Activities in the Agricultural Sector

Abstract

The article examines modern approaches to optimizing marketing activities in the agricultural sector and explores the theoretical and practical aspects of applying digital technologies and innovative marketing tools in agriculture. It analyzes the specific features of agricultural enterprises operating under conditions of global competition and highlights the role of marketing in improving their economic efficiency and sus-tainable development. The purpose of the study is to conduct a bibliographic analysis of marketing ap-proaches in the agricultural sector, review the main categories of digital technology tools for agriculture, and analyze the use and wider application of digital marketing instruments in the agro-industrial field. The study describes the most popular methods of implementing digital marketing activities that improve com-munication and increase the number of consumers of agricultural products. The features of using digital technologies in the agricultural economy are revealed, and the main factors hindering the adoption of tech-nological solutions in the modern agro-industrial complex are identified. The findings show that the imple-mentation of digital marketing tools such as targeted advertising, social media, content marketing, artificial intelligence, and data analytics contributes to expanding sales markets, enhancing enterprise competitive-ness, and increasing farmers’ incomes. The study emphasizes the need to develop digital infrastructure, improve workforce skills, and establish a comprehensive digitalization strategy for the agricultural sector.