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

Rahmadani, Elfi and Elinur, Elinur (2024) Digital Marketing Strategies in Increasing the Competitiveness of Agricultural Products in the Digital Economy Era. GLOBAL I N T ERNAT I ONAL J OURNAL OF I NNOVAT I V E RES EARCH, 2 (9). pp. 2153-2164.

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Abstract

This study explores the role of digital marketing strategies in enhancing the competitiveness of agricultural products in the digital economy era. As the global market becomes increasingly digitalized, agricultural producers face new challenges and opportunities to reach broader audiences and improve their market position.This paper examines how digital marketing tools, such as social media, e-commerce platforms, and search engine optimization (SEO), can be leveraged to promote agricultural products and create value for both producers and consumers. Using a literature review approach, the study synthesizes findings from recent research on the impact of digital marketing in the agricultural sector, focusing on case studies and empirical data from various regions. The results indicate that digital marketing significantly increases market reach, customer engagement, and sales for agricultural products, particularly when combined with sustainable practices and transparent supply chain communication. However, the research also identifies challenges such as digital literacy gaps and infrastructure limitations in rural areas.The findings suggest that for agricultural producers to remain competitive in the digital era, adopting comprehensive digital marketing strategies is crucial. The study concludes with recommendations for policymakers to support digital infrastructure in rural areas and for businesses to invest in training and technology to fully capitalize on the opportunities presented by the digital economy.

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