Innovative Marketing Strategy Tools for Promoting the Green Agribusiness Brand

Relevance of the research topic. Changes in legislation and regulation aimed at supporting digital transformation are creating new opportunities for businesses. Ukrainian enterprises need modernization and adaptation to modern conditions of competitive business. Digital technologies are a powerful tool for increasing the efficiency and competitiveness of enterprises. Ukraine's integration into Euro-Atlantic structures, such as the European Union and NATO, creates new opportunities and requires enterprises to meet standards and requirements. All this creates a basis for discussing the impact of Euro-Atlantic integration on digital modernization. Formulation of the problem. Ukraine, like other countries, faces the need to modernize its business in conditions of deep changes in the world economy. This modernization includes the transition to digital transformation, which is an urgent strategic goal for many Ukrainian enterprises. The implementation of digital technologies and processes confronts enterprises with numerous challenges and problematic issues. Analysis of recent research and publications. In general, this problem attracts considerable attention of both Ukrainian and foreign researchers. They explore various aspects of business digitalization and examine its impact on enterprise modernization in the context of Euro-Atlantic integration. However, the task of further research may be the integration and generalization of the results, the development of specific recommendations for Ukrainian enterprises and the determination of optimal strategies for their development. Selection of unexplored parts of the general problem. The interaction of digital technologies and Euro-Atlantic European integration at the level of individual enterprises and industries, as well as the analysis of practical examples of the implementation of digital initiatives in small businesses, have not been sufficiently studied. Additional research is needed to study cyber security issues, the development of financial models for enterprises, the study of ethical issues related to the collection and processing of data in the digital environment, as well as the impact of Euro-Atlantic integration on legislation in this field. Problem statement, research goals. The research is aimed at studying the impact of Euro-Atlantic integration on the process of digitization of Ukrainian enterprises, as well as determining the key factors that influence this process. The article aims to contribute to the understanding and effective use of opportunities that open up to Ukrainian enterprises due to integration with Euro-Atlantic structures in the context of business digitalization. Methodology of the study. Complex of scientific abstraction, theoretical comparative analysis and synthesis of own innovative ideas. Presentation of the main material (results of work). An overview of the degree of use of digital technologies in Ukrainian business was conducted, including statistical data, the level of infrastructure and the activity of enterprises in this direction. The influence of Euro-Atlantic integration processes on the development of digital technologies in Ukraine is analyzed, in particular in the context of the harmonization of legislation and ensuring access to European markets. Key factors affecting the successful implementation of digital projects in Ukraine and obstacles that may arise in this process have been identified. Based on the obtained results, recommendations were formulated for Ukrainian enterprises and state bodies on issues of speeding up the process of digitization and Euro-Atlantic integration. In conclusion, the main conclusions of the study are given, indicating the relevance and importance of further measures for the development of Ukrainian business in the context of digital modernization and integration with Euro-Atlantic structures. Field of application of results. Training of applicants in the specialty 073 "Management" with medium and long-term strategic vision. Conclusions in accordance with the article. Digitization opens up new opportunities for small and medium-sized enterprises to develop and carry out international operations. However, it also creates challenges in securing investment and training. The development of the digital market in Ukraine promotes the emergence of new innovations and creative services. The digital market in Ukraine is connected with Euro-Atlantic integration through harmonization and increasing the competitiveness of Ukrainian enterprises on European markets. The key technologies of digital transformation in Ukraine include Internet of Things (IoT), blockchain, artificial intelligence, virtual reality, etc. These technologies directly affect the development of business in Ukraine. A SWOT analysis allows you to track the strengths and weaknesses of a business in the context of digitalization, as well as identify opportunities and threats in the market. PEST analysis examines political, economic, social and technological factors affecting business in the context of Euro-Atlantic integration and digital transformation. The digital economy is becoming an increasingly important component of Ukraine's GDP and contributes to the growth of national business and raising the standard of living of the population.

This paper proposes a conceptual framework for integrating digital health marketing strategies with public health initiatives to enhance healthcare access and outcomes in underserved communities. The framework focuses on leveraging digital marketing tools such as social media, mobile applications, email campaigns, and search engine optimization to disseminate critical health information, promote preventive measures, and engage communities in healthier behaviors. It addresses the persistent challenges faced by underserved populations, including limited healthcare access, low health literacy, and cultural barriers, by utilizing the accessibility and broad reach of digital channels. The proposed framework incorporates three core components: (1) Health Information Dissemination, which explores the use of targeted digital campaigns to provide culturally relevant and accessible health education; (2) Community Engagement, which leverages interactive platforms such as social media and mobile apps to foster participation in preventive healthcare initiatives and healthy lifestyle practices; and (3) Behavioral Change Promotion, which emphasizes using digital tools to influence health behaviors through personalized messaging, reminders, and virtual support groups. By integrating digital marketing strategies into public health programs, the framework aims to improve healthcare outcomes by increasing awareness of preventive measures, enhancing early diagnosis, and promoting disease management. It also underscores the role of data analytics in refining outreach efforts by identifying specific health needs, tracking engagement, and measuring the effectiveness of interventions. This conceptual framework holds promise for healthcare providers, policymakers, and digital marketers seeking to enhance public health outcomes in underserved communities. It provides a structured approach to combining the strengths of digital marketing with public health goals, creating more inclusive, accessible, and effective health interventions. Future research and case studies can build on this model to refine digital health marketing strategies and assess their long-term impact on public health in underserved populations.

The subject of the study is the economic efficiency of the use of land resources by agricultural enterprises. Methodology. The research was conducted using general scientific methods, in particular: theoretical generalization, methods of positive and normative analysis, statistical analysis. The goal is to analyze the dynamics of economic efficiency of land use by agricultural enterprises. Research conclusion. The economic efficiency of reproduction processes is the ratio of the amount of newly created value to the amount of capital, the cost of all resources and some of their main types. The peculiarity of the reproduction of land resources is that they are combined with the stage of production of agricultural products, when the reproduction of soil fertility is carried out in a single technological process of growing crops. Analysis of the efficiency of use of land resources by agricultural enterprises in Ukraine, which has significant areas of land suitable for agricultural production. It should be noted that agricultural land should be used more efficiently than in other countries. The activity of agricultural enterprises in general and their use of land resources can be characterized as extensive – a large number of resources are involved, and the return from each resource unit is low. In addition, the fact that landowners are not in a hurry to sell their agricultural land, realizing that in a few years a completely different offer price will be formed, as agricultural companies will enter the game and the demand for agricultural land will be much higher. It is necessary to mention that there are some difficulties in the research process, because today it is impossible to reflect the total volume of the Ukrainian agricultural land market in monetary terms, since the transaction price is declared in only 55% of the concluded transactions. In 2022, the average price of buying and selling agricultural land in Ukraine will be 38,560 UAH/ha. This is 28% higher than the average normative monetary value of arable land in Ukraine, which is UAH 27,520/ha.

Relevance of the topic. Today, the role of marketing is to satisfy the consumer's curiosity through transparent and valuable content (Sawicki, 2016). More than 4 billion people around the world regularly use online services to find their products, entertainment, friends and even romances, and the behavior of customers and the way companies sell their products to both consumers and businesses has changed a lot (Chaffey & Ellis-Chadwick, 2019). As the use of the Internet has grown, so have related activities such as digital marketing. The main difference between traditional and digital marketing is that digital marketing focuses on the customer, offering him a personal message and a response to his request (Ištvanić, Crnjac Milić & Krpić, 2017). Digital marketing is an integral part of the digital business transformation process. It includes new marketing methods based on information and communication technologies. Todor (2015) the study is based on a study by ZenitOptimedia, which shows that internet use has increased significantly over the past five years, while the use of other media has decreased or only slightly increased. The situation is as follows: internet (+105 %.), outdoor advertising (+3%), television (-8%), cinema (-11%), radio (-15%), magazines (-23%), newspapers (-31%). For this reason, its application in practice is a prerequisite for the successful development of business in modern market conditions (Veleva & Tsvetanova, 2020).
 The problem. Football fans around the world are increasingly communicating with each other on social networks (Parganas et al., 2017), and football clubs, regardless of their degree of professionalism, include a large number of social media/media platforms for their online campaigns (Helleu, 2017). Bagchi, Sreepada (2020) in the survey conducted, respondents expressed their opinion about the social networks of their favorite football club and why they follow the news of the club in them. Especially during the COVID-19 pandemic, the influence of social networks on football has increased. The clubs tried to give interesting and new content to the fans. Some organized social media quizzes, others made videos with a message that the stadium missed the fans (Szczepkowski, 2021).
 The aim of the study is to analyze the influence of digital marketing on the communication of football clubs in the case of Lithuania.
 The subject of the study is the influence of digital marketing on the communication of football clubs.
 The choice of assessing the influence of electronic marketing on the communication of football clubs was determined by the popularity of the sport in the world, the constantly growing sports market and a large fan base. The quantitative research method chosen for the survey is a questionnaire survey. The quantitative study examined the opinions and behavior of fans of Lithuanian football clubs – consumers – related to the applied online marketing tools. In order to assess the influence of digital marketing on the communication of football clubs, literary analysis and empirical research were chosen. The questionnaire was compiled on the basis of Vale & Fernandes (2018) “Social media and sports: driving fan engagement with football clubs on Facebook” research. To obtain a targeted sample of those who responded in the study, paniotto's sample size formula (Bokor et al., 2011) was used to avoid going beyond the 5 percent error. A total of 451 respondents participated in the survey.
 Results and conclusion. The largest part of football clubs follow with the help of social networks and even note that they monitor the news on a daily basis thanks to social media platforms. All categories of questions were dominated by the influence of social networks on the communication of the football club. From the results of the study, it is noted that clubs use various strategies, but dominate and fans like social networks the most. Their rating from the presented means was the best. In addition, the respondents were quite unanimous in answering the questions of involvement in the activities of the community - they agree that the activities of the supported football club are important to them. The vast majority of the study participants are happy to get involved in the activities of the communities of clubs and organizations, which give them good emotions, relax them, help them escape from the routine and reduce the feeling of loneliness. The vast majority emphasize that they see basic information about the activities of the clubs there. Also on the Internet buys club products (tickets, merchandise), which also shows that digitalization has progressed in the football world. In conclusion, it can be noted that social networks dominated throughout the study, both on the part of football organizations – communication is developed thanks to this tool and from the part of fans – they recognize it as the most effective tool.
 Keywords: digital marketing in football, football club communication, A League

With the increase of competition in the market of dental services, it is necessary to use marketing tools that emphasize the dental surgeon and dental clinics. Digital marketing is one of the fastest growing available resources among health professionals, who use websites and social networks as a means of communication, advertisement and publicity. The objective of this literature review was to compare the digital marketing with other marketing strategies in dentistry based on the code of ethics, in order to increase productivity, capture new patients and loyalty of those in treatment. Indexed searches were carried out in the databases LILACS, MEDLINE, SCIELO, BIREME, PORTAL CAPES and included 27 articles, published between 1998 and 2017. It was concluded that digital marketing has shown to be of great importance in the dental services market, if in conjunction with the other types of external and internal marketing, as long as it obeys the ethical precepts of the Dental Ethics Board. KeywordsDental ethics; Marketing; Marketing of health services; Social media.

With the ever-increasing development in information and communication technology and the spread of the internet into personal computers and mobile devices, the promotion of products has become an essential component in the new digital age, mostly thanks to digital marketing. Every day, companies increasingly share information on the internet to connect with customers through social media, digital advertising, email marketing, and online brochures, enabling the transition from traditional marketing to digital marketing. Through digital marketing, companies promote their products and services using social networks and inform their customers through personal messages about the characteristics of the products they offer on the market, which directly affect and increase sales. Following global tendencies and practices, Kosovo companies increasingly use digital marketing to communicate with customers and promote products and services primarily through social media. Nowadays, regardless of whether a company produces and sells high-quality products and services, promotion through digital marketing is one of the most important things a business needs to do. Kosovar companies follow this trend of promoting products and services through digital marketing, mainly social media marketing. This paper discusses the transition from traditional marketing to digital marketing in Kosovo. We examine the trend of using digital marketing, mainly social media marketing by Kosovar citizens and businesses, based on the results of surveys conducted by the Regional Cooperation Council 2022 edition of the Balkan Barometer for citizen and business perception in Western Balkan Countries. The goal of this paper is not only to determine the growing trend of digital marketing and social media marketing but also to evaluate their impact on increasing sales of products and services for Kosovar businesses compared to other Western Balkan countries.

The article examines the need to use non-traditional digital marketing tools to develop an enterprise's marketing strategy. It has been proved that over the last decade the focus is on the latest technologies and types of marketing, which in their appearance are obliged to the innovative progress to which digital marketing is concerned. It was also proved that the main channels of digital marketing include Content Marketing, Email, Social Media (SM), Organic Search, paid Search, Display Ads, Mobil. Digital marketing has a greater advantage than Internet marketing, particularly by spreading its messages, considering the possibility of channel selection depending on the goals, functions of the message and the budget. It has been proved that traditional (classic) digital marketing tools include: Creation of own WEB-site, distribution of information through social networks, e-mail-mailing, webinars, blogs, banner advertising, contextual advertising, games, quads, surveys, interactive leaflets, complementary reality, video services, interactive surfaces, pictures, sounds, animations, etc. Key non-traditional digital marketing tools were identified, including: internet things (IoT), virtual reality (VR), complementary reality (AR), personalization, visualization, face recognition, etc. It is well-founded that these innovative technologies allow brands to provide fascinating experience of purchases and encourage customers to look, interact, personalize and evaluate products even before purchase, increasing channel conversion. It is confirmed that modern digital marketing is a constant bilateral dialog with each consumer, which allows to optimize interaction in an on-line mode, and digital tools help to build a clear marketing strategy implementation plan aimed at stimulating transformation through social media, content and blog strategies, all digital marketing tools. It is proved that the development of digital marketing strategies should focus on non-traditional tools.

Since the widespread usage of the Internet, digital marketing has developed at an exponential rate. This level of use is driven by the availability of cell phones at low costs. However, the use of digital marketing by businesspeople, such as village-owned firms, is not generally acknowledged (BUMDes). Most BUMDes in South Buton Regency believe that digital marketing is a location for transactions to take place, which is far from the truth because digital marketing is the use of all resources on the Internet to deliver information about BUMDes' goods. BUMDes' resources include not just marketing websites but also social media platforms controlled by BUMDes. Social media utilized for digital marketing relies not just on social media created specifically for BUMDes but also on social media held by BUMDes workers. As a result of the increased reach of product promotion, product sales from BUMDes in South Buton Regency grow.

In the absence of real objects for investment, the ability of economic entities to effectively distribute existing limited financial assets and form a quality investment portfolio is a guarantee for the investor not only to ensure high return on investment, but also to reduce investment risk. The emergence of cryptocurrencies in the second decade of the XXI century and the opening of the land market in Ukraine in mid-2021 for agricultural purposes have created new opportunities for investors to form highly liquid and highly profitable investment portfolios, using investment opportunities to buy farmland and cryptocurrencies. Together with the potentially high profitability of the investment portfolio formed from cryptocurrencies and agricultural land, there is no risk of complete depreciation of own savings in the future. The main purpose and task of the article is to study the theoretical and practical aspects of the current state and prospects of Ukrainian citizens' investment in agricultural land in Ukraine and cryptocurrency. In the process of research,, the following methods were used: analysis – to study the object and subject of research; abstract-logical (theoretical generalizations and formulation of conclusions on the formation of the investment portfolio of cryptocurrencies and agricultural land). Agricultural land has been found to be a valuable limited resource that currently has a potentially low price, but will continue to rise in price and generate stable income and will never depreciate. Although investing in cryptocurrencies is associated with significant risks, cryptocurrency coins have the potential to significantly increase their value and limits of use, so investing in coins can bring significant returns in the long run. It is proposed for economic entities in Ukraine to form an investment portfolio for medium and long-term investment and periodic passive income, which will include Ukrainian agricultural lands and cryptocurrency coins. The formation of an investment portfolio of agricultural land in Ukraine and cryptocurrencies, in our opinion, is effective and appropriate, however, requires further research because agricultural land and cryptocurrencies as objects of investment in Ukraine are relatively new.

Background. This research was conducted due to the acceleration of globalization which has driven the rapid development of digital technology, providing opportunities for businesses to enter the digital marketing market. Therefore, UMKM Alam Tani Hydrofarm can increase their income through digital marketing strategies. Purpose. The purpose of this research is to understand the role of digital marketing in increasing the income of UMKM Alam Tani Hydrofarm in Kudus Method. This study uses a qualitative descriptive approach, which aims to provide facts and data regarding the effect of digital marketing on the income of UMKM Alam Tani Hydrofarm. Results. The results of this study indicate that digital marketing implemented by UMKM Alam Tani Hydrofarm has a significant impact. These UMKM actors can continue to develop their business while meeting consumer needs through digital marketing strategies. The transition to purchasing through digital marketing will also facilitate market expansion for UMKM. Current technological developments optimize the potential of UMKM and promote sustainable growth. Social media and e-commerce platforms are important means of increasing UMKM sales. Conclusion. Through analysis of the research results and discussions presented above, it can be concluded that Micro, Small and Medium Enterprises (MSMEs) play an important role in expanding employment opportunities and act as a driving force amidst the slowdown in the Indonesian economy. Apart from that, MSMEs also need to adopt innovation in utilizing digital technology to attract more consumers, which will have an impact on increasing product demand. The marketing strategy used needs to always be updated according to developing trends in society.

PA/LTC Goes Around the World in Online Communities

The main purpose of this paper is to recognize and to underline the role of engagement as the core of a digital and social media strategy. Since many fashion brands haven’t exploited completely the potentialities that the continuously evolving digital media can offer, we have reviewed the literature in an effort to structure an approach to define an effective digital media strategy. Furthermore, we examined the Burberry case to identify the axes that addressed brand strategy and the role of engagement in its success. The main contribution of the paper is therefore an engagement-oriented approach to the definition process of a digital strategy that can be implemented by companies who intend to enter the digital business. The current scenario demands a continuously evolving mind-set and organization focused not only on reaching target audiences, but also on retaining them through a customer-centric strategy. The suggested approach might be adopted by companies belonging to various sectors, but customer engagement can be especially useful for visually-oriented sectors like fashion, where consumers are easily reached and already overloaded with content from many sources, and where a captivating and innovative digital marketing strategy can become a critical success factor.

Digital marketing has become a transformative force in India’s business and communication ecosystem, reshaping how organizations interact with consumers in the digital age. With the rapid expansion of internet connectivity, smartphone penetration, and affordable data services, India has emerged as one of the fastest-growing digital markets globally. This research paper examines the present status and future prospects of digital marketing in India, focusing on market growth, key trends, technological advancements, and emerging challenges. At present, digital marketing occupies a dominant position in India’s advertising industry, accounting for a significant share of total advertising expenditure. Platforms such as social media, search engines, mobile applications, and online video have become primary channels for brand communication. The mobile-first nature of Indian consumers, combined with increasing engagement on social networking and short-video platforms, has encouraged businesses of all sizes to adopt datadriven and performance-based digital strategies. Small and medium enterprises, in particular, benefit from cost-effective digital tools that enable targeted outreach and measurable return on investment. Furthermore, the rise of regional language content has expanded digital marketing’s reach beyond metropolitan cities into rural and semi-urban regions. The study also explores the future trajectory of digital marketing in India, highlighting strong growth projections driven by technological innovation and digital infrastructure development. Emerging technologies such as artificial intelligence, machine learning, automation, voice search, and immersive technologies like augmented and virtual reality are expected to redefine marketing practices. These technologies will allow marketers to deliver personalized, interactive, and predictive customer experiences. The rollout of 5G networks and continued government initiatives under programs like Digital India are likely to further accelerate digital adoption, opening new opportunities for businesses and marketers. In conclusion, digital marketing in India has evolved from a supplementary promotional tool to a central component of modern business strategy. The present scenario reflects maturity and widespread adoption, while the future indicates continued expansion driven by technology, innovation, and digital inclusion. This research underscores the importance of adaptive strategies, skill development, and ethical practices to fully harness the potential of digital marketing in India’s rapidly evolving digital economy.

Digital marketing significantly influences how consumers make buying decisions in retail channels, particularly in the growing electronic retail sector in bustling cities. The Internet and smartphones are common tools for consumers, who often receive advertisements through social networks, WhatsApp messages, influencer content, and online discounts. This study aims to explore how digital marketing affects consumers' buying behavior in electronic retail stores in Amravati. The main goal of this research is to determine the role of digital marketing in the buying decision process. A descriptive research design was used, and 30 consumers were surveyed in person through a questionnaire at electronic retail stores. The results indicate that digital marketing effectively builds brand awareness, establishes trust, and influences purchasing behavior. The most effective digital marketing strategies identified included social media, WhatsApp marketing, and influencer testimonials. Furthermore, this research offers retailers in developing urban markets insights to enhance their digital marketing strategy. Keywords: Digital Marketing, Consumer Buying Behaviour, Retail Stores, Social Media Marketing, Amravati City

This research investigated digital marketing practices and the profitability of fast-food enterprises in developing economies. To accomplish the study’s objectives, three specific research goals were formulated to provide direction for the investigation. The research employed a survey approach, with a population consisting of 250 permanent employees. 244 was the sample size administered. The structured questionnaire was validated by experts in marketing. Data obtained from the field were statiscally tested. The empirical findings revealed that email marketing, search engine optimization, and social media marketing exhibited significant positive relationships with the performance of fast-food companies in developing countries. Notably, the results indicated a substantial improvement in the performance of these companies over the past four years, suggesting that digital marketing strategies have exerted a strong and beneficial influence on their organizational outcomes. The study concluded that digital marketing, in its various dimensions, significantly enhances the performance and competitiveness of fast-food enterprises. Moreover, the findings showed that certain digital marketing tools possess greater efficacy in driving organizational performance than others. Consequently, it was recommended that fast-food companies should strategically leverage social media and other online platforms to strengthen their communication systems and optimize business performance. Keywords: Digital Marketing, Search Engine Optimization, Social Media Marketing, Email Marketing, Organizational Performance, Fast-Food Firms.