Digital Marketing Strategies for Agriculture: Indonesia and Ukraine

¹ Agribusiness Department, Faculty of Agriculture and Animal Science, University of Muhammadiyah Malang, Jl. Raya Tlogomas 246 Malang, 65144, Indonesia
² Research Center for Industrial Problems of Development of the NAS of Ukraine, 1a Inzhenernyi Lane, 61165 Kharkiv, Ukraine

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it. . id

Abstract

This review synthesizes research on digital marketing for agricultural products in Indonesia (one country in Asia) and Ukraine (one country in Europe) to address gaps in understanding the application, challenges, and impacts of digital marketing strategies within these distinct agricultural sectors. The review aimed to evaluate current digital marketing approaches, benchmark tools and platforms, identify implementation barriers and opportunities, compare intervention effectiveness, and assess the influence of digital literacy and infrastructure on adoption. A systematic analysis of over seventy studies employing qualitative, quantitative, and mixed methods was conducted, focusing on rural and MSME contexts in Indonesia and agribusiness digital transformation in Ukraine. Findings reveal diverse digital marketing strategies centered on social media, ecommerce, and integrated branding, which significantly enhance market reach and sales, with income increases reported up to 82%. Adoption barriers include limited digital literacy, infrastructural constraints, and traditional marketing dominance, mitigated partially by targeted training and mentoring programs that improve digital competencies. Platform effectiveness varies, with multi-channel approaches and emerging technologies like Artificial Intelligence (AI) and Internet of Things (IoT) showing promise but underutilized. These insights inform policymakers and practitioners on optimizing digital marketing to foster sustainable agricultural market integration in Indonesia and Ukraine.