Formation of an effective Internet marketing strategy in the competitiveness and sales management system of agri-food products

Анотація

The article examines the features of developing an effective strategy for using Internet marketing in the activities of economic entities in the agri-food sector to ensure effective influence on the competitiveness management system and product sales. The relevance of the topic stems from the need to use Internet technologies to develop marketing mechanisms and optimize work with counterparties. The authors determined that the Internet marketing system is structured into subsystems of strategy, digital resources, analytics, technical and technological support, and digital competencies. The paper identifies basic Internet marketing strategies: market screening, impact on the target segment, active promotion, sales support, and accumulation of reputational capital. The research methodology is based on an economic and sociological approach, using both convenient and random sampling methods, which enabled us to interview 100 respondents in Odesa in 2023–2024. Empirical results show that the most influential tools in the agri-food market are advertising on social networks (SMM) and influencer advice (affiliate marketing), which received the highest average and modal scores. At the same time, tools such as SEO, content marketing, and contextual advertising have average efficiency indicators because consumers’ perceptions of their mechanisms are complex. The study confirmed that Internet marketing significantly contributes to sales growth, increases brand recognition, and facilitates initial contact with buyers. However, limitations associated with the prohibitive cost of advanced technologies for small businesses and regional consumption specifics were identified. The authors proposed models of enterprise behavior in the Internet market that correspond to basic strategies and consider the specifics of costs for marketing research, web analytics, and communications. It was concluded that manufacturers who effectively integrate digital tools into their management systems become more adaptable to changing consumer behavior and gain stronger competitive positions. Keywords: digitalization, digital innovations, marketing and sales systems, marketing strategies, agri-food marketing, artificial intelligence, mobile technologies, interactive content, online marketing.

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