Integrated internet marketing as a tool for brand formation and development of marketing communications in the field of agribusiness

Abstract

Abstract. The article explores the theoretical and applied principles of implementing integrated Internet marketing as an effective tool for brand formation and development of marketing communications in the field of agribusiness in the context of digital transformation of the economy. It is noted that the modern development of the agricultural market is characterized by increased competition, changing consumer behavior and the growing role of digital channels of interaction, which requires rethinking traditional approaches to product promotion and building long-term relationships with customers. The essence of integrated Internet marketing is outlined as a system of interconnected digital tools aimed at the coordinated management of communications, content, brand identity and reputational capital of the enterprise. The work systematizes key digital marketing tools, which provide a synergistic effect if they are used comprehensively. It is proven that the integration of online and offline communication channels contributes to increasing the brand recognition of an agri-trade enterprise, building trust with consumers and partners, and strengthening competitive positions in domestic and foreign markets. The specifics of the use of Internet marketing in agri-trade are presented, taking into account the seasonality of demand, the characteristics of agricultural products, and B2B/B2C interaction. A conceptual approach to forming an agri-trade enterprise brand based on an integrated communication strategy that combines information transparency, social responsibility, and digital activity is proposed.