Abstract
Digital transformation and the proliferation of Internet technologies have made digital marketing an essential tool for modern agro-industrial enterprises. This article addresses the pressing problem of enhancing the competitiveness of agribusinesses through the adoption of digital information technology (IT) marketing. The relevance of this research lies in the growing need for agro-industrial enterprises to expand market access, reduce costs, and respond quickly to changing consumer demands in an increasingly digital economy. The study utilizes a comprehensive review of current digital marketing methods and case analyses of their implementation in the agricultural sector. Key digital marketing tools – including websites, social media, search engine optimization (SEO), content marketing, and data analytics – are examined in terms of their effectiveness for engaging customers and improving operational efficiency. The hypothesis is that strategic use of these digital tools can significantly improve an agro-industrial enterprise’s market performance and competitive position. The research findings confirm that digital marketing initiatives lead to greater brand recognition, customer loyalty, and sales growth for agro-industrial enterprises. Moreover, optimized use of digital channels can lower marketing and distribution costs, thereby increasing overall profitability. The results of this study can be practically applied by agricultural businesses to develop data-driven marketing strategies, and they highlight the importance of investing in digital skills and infrastructure. In conclusion, leveraging digital IT marketing is shown to be a viable pathway for agro-industrial enterprises to enhance their competitiveness, while also indicating areas for future research such as measuring long-term returns on digital marketing investments.