Digital Marketing in the Agricultural Sector: Opportunities and Transformation
Keywords:
Agricultural marketing, Digital marketing, Agricultural sector, Digital technology, Strategy.Abstract
Digital marketing is a modern approach that leverages online technologies, such as computers, smartphones, and digital platforms, to promote products and services. Emerging in the 1990s and gaining significant traction in the global business world by the mid-2010s, digital marketing has become a powerful tool for various industries, including agriculture. This approach provides unique opportunities for the agricultural sector to access broader markets and engage consumers more effectively.
When presenting agricultural products, the marketing mix must be tailored to the specific characteristics of the agricultural sector. Digital marketing offers numerous benefits for farmers, such as increased product visibility, improved preference, and higher sales, all through various online marketing strategies. While businesses in agriculture still use a combination of traditional and digital marketing tools, the growing trend toward digital transformation offers additional advantages.
This study explores the key factors driving the digital transformation in agricultural marketing and highlights the benefits farmers can gain by successfully implementing digital marketing techniques. It reviews articles from various literature platforms, focusing on how digital marketing affects the agricultural sector and the factors influencing this shift. The study emphasizes that businesses in agriculture should prioritize digital transformation for the effective use of digital marketing strategies.
Furthermore, the research draws attention to the importance of digital marketing in agriculture and provides an overview of its scopes and benefits. It serves as a guide for farmers, researchers, and other stakeholders in the agricultural sector. By embracing digital marketing, farmers can enhance their competitiveness, improve pricing strategies, and reduce both production and marketing costs. The study suggests that policy makers should encourage the adoption of digital marketing tools and develop supportive policies to foster digital marketing growth in agriculture.
Downloads
References
Abdullah, F. A., & Samah, B. A. (2013). Factors impinging farmers' use of agriculture technology. Asian Social Science, 9(3), 120.
Abebaw, D., & Haile, M. G. (2013). The impact of cooperatives on agricultural technology adoption: Empirical evidence from Ethiopia. Food policy, 38, 82-91.
Aker, J. C. (2010). Information from markets near and far: Mobile phones and agricultural markets in Niger. American Economic Journal: Applied Economics, 2(3), 46-59.
Aker, J. C. (2011). Dial “A” for agriculture: a review of information and communication technologies for agricultural extension in developing countries. Agricultural economics, 42(6), 631-647.
Alavion, S. J., & Allahyari, M. S. (2012). An overview of the electronic agricultural studies in trading and marketing sections. Agricultural Management/lucrari Stiintifice Seria i, Management Agricol, 14(2).
Aldağ, M. C., Eker, B., & Akdoğan Eker, A. (2018). Tarım Makinaları İmalatında Yapay Zekâ Uygulamaları. International Refereed Journal of Engineerıng And Sciences, 1. in Turkish.
Alekhina, O., Ignatyeva, G., & Khodov, D. (2019, June). Digitalization in the field of agricultural marketing. In International Scientific and Practical Conference “Digital agriculture-development strategy”(ISPC 2019) (pp. 210-214). Atlantis Press.
Ali, A., & Xia, C. (2022). Current and prospective impacts of digital marketing on the small agricultural stakeholders in the developing countries. In Application of Machine Learning in Agriculture (pp. 91-112). Academic Press.
Angelsen, A. (2010). Policies for reduced deforestation and their impact on agricultural production. Proceedings of the national Academy of Sciences, 107(46), 19639-19644.
Atlam, H. F., Azad, M. A., Alassafi, M. O., Alshdadi, A. A., & Alenezi, A. (2020). Risk-based access control model: A systematic literature review. Future Internet, 12(6), 103.
Atlı, H. F. (2023). Pazarlama Araştırmalarında Yapay Zeka (AI) ile Müşteri Deneyimi: Tüketici Davranışlarının Analizinde Yapay Zeka Çözümleri. Dijitalleşme ve Pazarlama Araştırmaları, 75. in Turkish.
Aydın, N. (2022). Tarım Sektöründe Bilgi Teknolojileri. Balkan & Near Eastern Journal of Social Sciences (BNEJSS), 8. in Turkish.
Balkrishna, B. B., & Deshmukh, A. A. (2017). A study on role of social media in agriculture marketing and its scope. International Journal of Management, IT and Engineering, 7(4), 416-423.
Barrett, C. B. (2010). Smallholder market participation: Concepts and evidence from eastern and southern Africa. In Food security in Africa. Edward Elgar Publishing.
Bates, R. H. (2014). Markets and states in tropical Africa: the political basis of agricultural policies. Univ of California Press. Beck, M. A., Liu, C. Y.,
Bidinosti, C. P., Henry, C. J., Godee, C. M., & Ajmani, M. (2020). An embedded system for the automated generation of labeled plant images to enable machine learning applications in agriculture. Plos one, 15(12), e0243923.
Behera, B. S., Panda, B., Behera, R. A., Nayak, N., Behera, A. C., & Jena, S. (2015). Information communication technology promoting retail marketing in agriculture sector in India as a study. Procedia Computer Science, 48, 652-659.
Bikbov, B., Purcell, C. A., Levey, A. S., Smith, M., Abdoli, A., Abebe, M., ... & Owolabi, M. O. (2020). Global, regional, and national burden of chronic kidney disease, 1990–2017: a systematic analysis for the Global Burden of Disease Study 2017. The lancet, 395(10225), 709-733.
Bojkić, V., Vrbančić, M., Žibrin, D., & Čut, M. (2016). Digital marketing in agricultural sector. ENTRENOVA-ENTerprise REsearch InNOVAtion, 2(1), 419-424.
Borisova, L. V., Baranova, I. V., & Bruzhukova, O. V. (2020, May). Digital Marketing: Drivers for the Development of the Russian Agricultural Sector. In 2nd International Scientific and Practical Conference “Modern Management Trends and the Digital Economy: from Regional Development to Global Economic Growth”(MTDE 2020) (pp. 177-181). Atlantis Press.
Collier, P., & Dercon, S. (2014). African agriculture in 50 years: smallholders in a rapidly changing world?. World development, 63, 92-101.
Corbet, S., Lucey, B., Urquhart, A., & Yarovaya, L. (2019). Cryptocurrencies as a financial asset: A systematic analysis. International Review of Financial Analysis, 62, 182-199.
Cor Naghavi, M., Wang, H., Lozano, R., Davis, A., Liang, X., Zhou, M., ... & Cooper, L. T. (2015). Global, regional, and national age-sex specific all-cause and cause-specific mortality for 240 causes of death, 1990-2013: a systematic analysis for the Global Burden of Disease Study 2013. The Lancet, 385(9963), 117-171.
Deichmann, U., Goyal, A., & Mishra, D. (2016). Will digital technologies transform agriculture in developing countries?. Agricultural Economics, 47(S1), 21-33.
Dertli, Ş., & Dertli, M. E. (2023). Dijital Tarım (Tarım 4.0) ve Metaverse Kavramlarına Yönelik Bireylerin Bilgi ve Farkındalık Düzeylerinin İncelenmesi. Bayburt Üniversitesi Fen Bilimleri Dergisi, 6(2), 126-150. in Turkish.
Dethier, J. J., & Effenberger, A. (2012). Agriculture and development: A brief review of the literature. Economic systems, 36(2), 175-205.
Donaldson, D., & Hornbeck, R. (2016). Railroads and American economic growth: A “market access” approach. The Quarterly Journal of Economics, 131(2), 799-858.
Dorsey, E. R., Elbaz, A., Nichols, E., Abbasi, N., Abd-Allah, F., Abdelalim, A., ... & Murray, C. J. (2018). Global, regional, and national burden of Parkinson's disease, 1990–2016: a systematic analysis for the Global Burden of Disease Study 2016. The Lancet Neurology, 17(11), 939-953.
Du, X., Cindy, L. Y., & Hayes, D. J. (2011). Speculation and volatility spillover in the crude oil and agricultural commodity markets: A Bayesian analysis. Energy Economics, 33(3), 497-503.
Du, X., Wang, X., & Hatzenbuehler, P. (2023). Digital technology in agriculture: a review of issues, applications and methodologies. China Agricultural Economic Review, 15(1), 95-108.
Ercan Ş., Öztep, R., Güler, D., Saner G. 2019. Tarım 4.0 ve Türkiye'de Uygulanabilirliğinin Değerlendirilmesi.Tarım Ekonomisi Dergisi, 2019, 25:2,259-265. in Turkish.
Erdinç, Z., & Aydınbaş, G. (2021). Tarımsal katma değer belirleyicilerinin panel veri analizi. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 21(1), 213-232. in Turkish.
Ertaş, B. (2020). Tarım 4.0 ile Sürdürülebilir Bir Gelecek. Icontech International Journal, 4(1), 1-12. in Turkish. Fafchamps, M., & Minten, B. (2012). Impact of SMS-based agricultural information on Indian farmers. The World Bank Economic Review, 26(3), 383-414.
Fitzmaurice, C., Allen, C., Barber, R. M., Barregard, L., Bhutta, Z. A., Brenner, H., ... & Satpathy, M. (2017). Global, regional, and national cancer incidence, mortality, years of life lost, years lived with disability, and disability-adjusted life-years for 32 cancer groups, 1990 to 2015: a systematic analysis for the global burden of disease study. JAMA oncology, 3(4), 524-548.
GBD 2015 Chronic Respiratory Disease Collaborators. (2017). Global, regional, and national deaths, prevalence, disability-adjusted life years, and years lived with disability for chronic obstructive pulmonary disease and asthma, 1990–2015: a systematic analysis for the Global Burden of Disease Study 2015. The Lancet. Respiratory Medicine, 5(9), 691.
GBD 2015 Risk Factors Collaborators. (2016). Global, regional, and national comparative risk assessment of 79 behavioural, environmental and occupational, and metabolic risks or clusters of risks, 1990–2015: a systematic analysis for the Global Burden of Disease Study 2015. Lancet (London, England), 388(10053), 1659.
GBD 2019 Mental Disorders Collaborators. (2022). Global, regional, and national burden of 12 mental disorders in 204 countries and territories, 1990–2019: a systematic analysis for the Global Burden of Disease Study 2019. The Lancet Psychiatry, 9(2), 137-150.
Gerdan, D., Caner, K., & Vatandaş, M. (2020). Gıda ürünlerinin izlenebilirliğinde blok zinciri teknolojisinin kullanımı. Tarım Makinaları Bilimi Dergisi, 16(2), 8-14. in Turkish.
Goyal, A. (2010). Information, direct access to farmers, and rural market performance in central India. American Economic Journal: Applied Economics, 2(3), 22-45.
Gövez, E. (2023). Tarım Sektörüne Yenilikçi Bir Bakış Açısı: Tarım 4.0. Sosyal Sorunlar (Teoriler, Politikalar, Uygulamalar), 87. in Turkish.
Han, H., Xiong, J., & Zhao, K. (2022). Digital inclusion in social media marketing adoption: the role of product suitability in the agriculture sector. Information Systems and eBusiness Management, 20(4), 657-683. Irwin, S. H., & Sanders, D. R. (2011). Index funds, financialization, and commodity futures markets. Applied Economic Perspectives and Policy, 33(1), 1-31.
Johnson, C. O., Nguyen, M., Roth, G. A., Nichols, E., Alam, T., Abate, D., ... & Miller, T. R. (2019). Global, regional, and national burden of stroke, 1990–2016: a systematic analysis for the Global Burden of Disease Study 2016. The Lancet Neurology, 18(5), 439-458.
Juma, C. (2015). The new harvest: agricultural innovation in Africa. Oxford University Press.
Juswadi, J., Sumarna, P., & Mulyati, N. S. (2020, April). Digital marketing strategy of Indonesian agricultural products. In International Conference on Agriculture, Social Sciences, Education, Technology and Health (ICASSETH 2019) (pp. 105-110). Atlantis Press. Kapur, R. (2018). Usage of technology in the agricultural sector. Acta Scientific Agriculture, 2(6), 78-84.
Karaçam, Z. (2013). Sistematik derleme metodolojisi: Sistematik derleme hazırlamak için bir rehber. Dokuz Eylül Üniversitesi Hemşirelik Fakültesi Elektronik Dergisi, 6(1), 26-33. in Turkish. Karlan, D., Osei, R., Osei-Akoto, I., & Udry, C. (2014). Agricultural decisions after relaxing credit and risk constraints. The Quarterly Journal of Economics, 129(2), 597-652.
Keyder, Ç., & Yenal, Z. (2011). Agrarian change under globalization: Markets and insecurity in Turkish agriculture. Journal of Agrarian Change, 11(1), 60-86.
Khan, N., Ray, R. L., Sargani, G. R., Ihtisham, M., Khayyam, M., & Ismail, S. (2021). Current progress and future prospects of agriculture technology: Gateway to sustainable agriculture. Sustainability, 13(9), 4883.
Kılavuz, E.,Erdem, İ. (2019). Dünyada Tarım 4.0 Uygulamaları ve Türk Tarımının Dönüşümü, Social Sciences, 14.4: 133-157. in Turkish. Kohls, R. L., & Uhl, J. N. (2002). Marketing of agricultural products (No. Ed. 9). Prentice-Hall Inc..
Kökhan, S. (2021). Dijital Dönüşüm Sürecinde Yaşanabilecek Zorluklar. Dijital Gelecek Dijital Dönüşüm, 93. in Turkish. Liu, L., Oza, S., Hogan, D., Chu, Y., Perin, J., Zhu, J., ... & Black, R. E. (2016). Global, regional, and national causes of under-5 mortality in 2000–15: an updated systematic analysis with implications for the Sustainable Development Goals. The Lancet, 388(10063), 3027-3035.
Liyanage, T., Ninomiya, T., Jha, V., Neal, B., Patrice, H. M., Okpechi, I., ... & Perkovic, V. (2015). Worldwide access to treatment for end-stage kidney disease: a systematic review. The Lancet, 385(9981), 1975-1982.
Luo, J., & Ji, Q. (2018). High-frequency volatility connectedness between the US crude oil market and China's agricultural commodity markets. Energy Economics, 76, 424-438.
Murray, C. J., Ikuta, K. S., Sharara, F., Swetschinski, L., Aguilar, G. R., Gray, A., ... & Tasak, N. (2022). Global burden of bacterial antimicrobial resistance in 2019: a systematic analysis. The Lancet, 399(10325), 629-655.
Nazlioglu, S., Erdem, C., & Soytas, U. (2013). Volatility spillover between oil and agricultural commodity markets. Energy Economics, 36, 658-665.
Nazlioglu, S., & Soytas, U. (2012). Oil price, agricultural commodity prices, and the dollar: A panel cointegration and causality analysis. Energy Economics, 34(4), 1098-1104.
Nichols, E., Szoeke, C. E., Vollset, S. E., Abbasi, N., Abd-Allah, F., Abdela, J., ... & Murray, C. J. (2019). Global, regional, and national burden of Alzheimer's disease and other dementias, 1990–2016: a systematic analysis for the Global Burden of Disease Study 2016. The Lancet Neurology, 18(1), 88-106.
Nugroho, A. D. (2021). Agricultural market information in developing countries: A literature review. Agricultural Economics/Zemedelska Ekonomika, 67(11).
O'Lakes, L. (2013). Keeping track. AGRICULTURAL ECONOMICS, 18(3). Ogbeide-Osaretin, E. N., & Ebhote, O. (2020). Does digital marketing enhance rural agricultural transformation in Nigeria? An empirical investigation. Asian Journal of Agriculture and Rural Development, 10(1), 450.
Pakdemirli, B., Birişik, N., Aslan, İ., Sönmez, B., & Gezici, M. (2021). Türk Tarımında Dijital Teknolojilerin Kullanımı ve Tarım-Gıda Zincirinde Tarım 4.0. Toprak Su Dergisi, 10(1), 78-87. in Turkish.
Parisi, C., Vigani, M., & Rodríguez-Cerezo, E. (2015). Agricultural nanotechnologies: what are the current possibilities?. Nano Today, 10(2), 124-127. Perkins, D. H. (2017). Agricultural development in China, 1368-1968.
Qin, T., Wang, L., Zhou, Y., Guo, L., Jiang, G., & Zhang, L. (2022). Digital technology-andservices-driven sustainable transformation of agriculture: Cases of China and the EU. Agriculture, 12(2), 297.
Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools' effect on consumers' purchase behavior. Business strategy series, 12(2), 73-83.
Reddy, T. S. (2021). The impact of digital marketing on agricultural business in India. NveoNatural Volatiles & Essential Oils Journal|NVEO, 426-437.
Reganold, J. P., & Wachter, J. M. (2016). Organic agriculture in the twenty-first century. Nature plants, 2(2), 1-8.
Schipmann, C., & Qaim, M. (2011). Supply chain differentiation, contract agriculture, and farmers' marketing preferences: The case of sweet pepper in Thailand. Food policy, 36(5), 667-677.
Sepanlou, S. G., Safiri, S., Bisignano, C., Ikuta, K. S., Merat, S., Saberifiroozi, M., ... & Padubidri, J. R. (2020). The global, regional, and national burden of cirrhosis by cause in 195 countries and territories, 1990–2017: a systematic analysis for the Global Burden of Disease Study 2017. The Lancet gastroenterology & hepatology, 5(3), 245-266.
Seth, A., & Ganguly, K. (2017). Digital technologies transforming Indian agriculture. The Global Innovation Index, 105-111. Sevli, O. (2013). Tarım 4.0 Ölçeğinde Bir Dijital Tarım Uygulaması: Çiftlik İzleme ve Yönetim Sistemi. Uluslararası Sürdürülebilir Mühendislik ve Teknoloji Dergisi, 7(2), 105-116. in Turkish.
Stephens, N., Di Silvio, L., Dunsford, I., Ellis, M., Glencross, A., & Sexton, A. (2018). Bringing cultured meat to market: Technical, socio-political, and regulatory challenges in cellular agriculture. Trends in food science & technology, 78, 155-166.
Stupina, A. A., Rozhkova, A. V., Olentsova, J. A., & Rozhkov, S. E. (2021, September). Digital technologies as a tool for improving the efficiency of the agricultural sector. In IOP Conference Series: Earth and Environmental Science (Vol. 839, No. 2, p. 022092). IOP Publishing.
Şalvarlı, M. S. (2023). Evaluation of Sustainable Digital Agriculture Marketing Using The AHP Method. Evaluation, 89. Tomala, H. D. R. C. (2022). Strategic Approach To Digital Marketing: Literature Review In The Context Of Small And Medium-Sized Enterprises In The Agricultural Sector. Journal of Pharmaceutical Negative Results, 609-622.
Tomek, W. G., & Kaiser, H. M. (2014). Agricultural product prices. Cornell University Press. Trienekens, J. H. (2011). Agricultural value chains in developing countries a framework for analysis. International food and agribusiness management review, 14(1030-2016- 82778), 51-82.
Tutkunca, T., & Haydar, O. (2022). Kooperatiflerde Dijital Dönüşüm ve Kooperatif Çalışanlarının İş Süreçlerine Etkisi: Çukobirlik Üzerine Bir Çalışma. Scientific Journal of Innovation and Social Sciences Research, 2(1), 57-68. in Turkish.
Van Vliet, J., de Groot, H. L., Rietveld, P., & Verburg, P. H. (2015). Manifestations and underlying drivers of agricultural land use change in Europe. Landscape and Urban Planning, 133, 24-36.
Vermeulen, S. J., Aggarwal, P. K., Ainslie, A., Angelone, C., Campbell, B. M., Challinor, A. J., ... & Wollenberg, E. (2012). Options for support to agriculture and food security under climate change. Environmental Science & Policy, 15(1), 136-144.
Vos, T., Allen, C., Arora, M., Barber, R. M., Bhutta, Z. A., Brown, A., ... & Boufous, S. (2016). Global, regional, and national incidence, prevalence, and years lived with disability for 310 diseases and injuries, 1990–2015: a systematic analysis for the Global Burden of Disease Study 2015. The lancet, 388(10053), 1545-1602.
Wang, H., Paulson, K. R., Pease, S. A., Watson, S., Comfort, H., Zheng, P., ... & Murray, C. J. (2022). Estimating excess mortality due to the COVID-19 pandemic: a systematic analysis of COVID-19-related mortality, 2020–21. The Lancet, 399(10334), 1513- 1536. Willer, H., & Lernoud, J. (2017). The world of organic agriculture. Statistics and emerging trends 2017 (pp. 1-336). Research Institute of Organic Agriculture FiBL and IFOAMOrganics International.
Xiao, J., Wang, W., & Tsai, S. B. (2021). Coupling of agricultural product marketing and agricultural economic development based on big data analysis and “Internet+”. Mobile Information Systems, 2021, 1-10.
