Original scientific paper

SPECIFICS OF DIGITAL MARKETING STRATEGY IN AGRICULTURE

Branka Stipanović ; Marko Marulić Polytechnic, Knin,
Hrvoje Smoljić ; Faculty of Information Studies, Novo Mesto *

* Corresponding author.

Abstract

In the agricultural sector, the strategy of digital marketing encompasses a range of methods and tools aimed at promoting agricultural products and services. This strategy includes the use of online platforms such as websites, social media, and email to effectively reach the desired target audience. The automation of digital marketing
processes plays a key role in optimizing marketing efforts, resulting in benefits such as time efficiency, adaptability to seasonal variations, and resource optimization. It is important to note that there can be drawbacks to automation, including reduced personal interaction with customers, limited space for creativity, and potential technical complications. Establishing a balance between automation and human engagement is crucial for achieving optimal results in the digital marketing of the agricultural industry.

Keywords

digital marketing strategy; digital marketing process automation; agricultural entities

Hrčak ID:

343977

URI

https://hrcak.srce.hr/343977

Publication date:

15.11.2023.

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