THE USE OF ONLINE ADVERTISING BY AGRICULTURAL ENTERPRISES AS A PART OF THEIR MARKETING STRATEGY

. Introduction. Modern development of the agricultural sector is actively linked to the use of innovative marketing strategies, among which online advertising plays a special role. In the context of globalisation and dynamic market changes, digital technologies open up new opportunities for promoting the products of agricultural enterprises. The use of online advertising allows businesses not only to increase the reach of their potential audience, but also to significantly reduce the cost of traditional advertising campaigns, while providing instant feedback from consumers. However, it should be borne in mind that the effective implementation of online advertising requires an in-depth analysis of market conditions and target audience behaviour, as well as the development of a comprehensive strategy that includes both the selection of communication channels and content optimisation. Purpose. The purpose of the study is to analyse the effectiveness of online advertising by agricultural enterprises as a tool for their marketing strategy in the context of globalisation and the active development of digital technologies. The study focuses on how online advertising contributes to the visibility and competitiveness of agricultural enterprises, helps to optimise marketing costs, and improves interaction with the target audience. The article provides for the development of a systematic approach to integrating online advertising initiatives into the overall marketing strategy of agricultural companies, with a focus on identifying the most effective channels and tools of online marketing to ensure sustainable development and expand market presence. Materials and methods. The research materials include scientific articles, studies and publications covering the issues of Internet marketing in agribusiness, collected from relevant databases and professional journals. The study also compares Internet marketing tools, strategies and methods used in agribusiness in different geographical regions. For this purpose, case studies of agricultural enterprises representing different regional characteristics are used. In the course of the study, the following scientific methods were used: theoretical generalisation and grouping (to analyse the main concepts and theories of online advertising in the context of marketing strategies of agricultural enterprises, as well as to identify key aspects of the impact of digital advertising on business efficiency); formalisation, analysis and synthesis (to identify and systematise data on the use of online advertising, its impact on attracting and retaining customers, and reducing marketing costs). The method of logical generalisation of the results was also applied (to formulate conclusions about the effectiveness of online advertising as part of a marketing strategy).