FEATURES OF B2B INTERNET ADVERTISING OF AGRICULTURAL PRODUCTS IN UKRAINE

Анотація

The article is devoted to the peculiarities of the organization of advertising companies of agricultural enterprises of Ukraine, which are engaged in marketing activities in the B2B segment – wholesale trade. The peculiarities of B2B marketing activities are analyzed, such as a narrow target audience; low-frequency thematic search queries; a long cycle of concluding deals and, as a result, limited analytical data for assessing the effectiveness of certain advertising tools. In order to analyze the target audience of the B2B segment, its needs and characteristics, the dynamics of the search queries on the Ukrainian Internet regarding grain products were studied. A high correlation of queries on this topic with foreign economic and export needs was revealed. Recommendations are substantiated for optimizing the agricultural enterprise website for B2B marketing tasks, taking into account the identified characteristics of the target audience. Recommendations are provided for its content and structure so that visitors can quickly, with a minimum number of clicks, obtain information about the product and the organization as a reliable business partner. It is noted that B2B clients prefer e-mail as a means of communication, and contact details should be visible on each page of the site. The steps for organizing a B2B advertising company using search engine optimization tools for the agricultural enterprise website are described. General search engine promotion tools are described, such as filling the site with unique content, with sufficiently large amounts of the text on landing pages, optimal saturation of site pages with the keywords, and implementation of external search engine optimization measures. Techniques that are specific to B2B site promotion are also described, such as including specific modifiers, special terms, identifiers, etc. in the search phrases. The agricultural enterprise website is indicated as the main tool of B2B online advertising, which is responsible for delivering relevant marketing information to the target audience and performing reputation management functions. Recommendations are also given for the effective use of additional online advertising tools, such as contextual advertising, content marketing, and e - mail mailings.

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