Digital Marketing Strategies in Increasing the Competitiveness of Agricultural Products in the Digital Economy Era

Abstract

This study investigates the role of digital marketing strategies in enhancing the competitiveness of agricultural products in the digital economy era. With the rapid advancement of technology and the growing importance of e-commerce, traditional agricultural marketing approaches are increasingly being replaced by digital platforms, enabling broader market reach and direct interaction with consumers. The research explores various digital marketing tools, including social media, e-commerce platforms, search engine optimization (SEO), and content marketing, and examines their effectiveness in increasing market visibility, consumer engagement, and sales of agricultural products. Using a case study approach, this study analyzes agricultural businesses that have successfully implemented digital marketing strategies, assessing the impact on their competitiveness in both local and global markets. Data were collected through surveys and interviews with agricultural producers, digital marketing experts, and consumers. The findings indicate that agricultural businesses adopting digital marketing strategies experience significant improvements in brand recognition, customer loyalty, and sales performance. Moreover, the use of data analytics and targeted marketing enables these businesses to better understand consumer preferences and trends, thereby optimizing their marketing efforts. The study concludes that digital marketing is a crucial tool for agricultural producers seeking to increase their competitiveness in the digital economy. It recommends that agricultural stakeholders invest in digital literacy and technological infrastructure to fully leverage the potential of digital marketing. Policymakers are also urged to support digitalization initiatives within the agricultural sector to foster innovation and sustainability.