IMPLEMENTATION OF DIGITAL MARKETING INSTRUMENTS FOR THE PROMOTION OF ORGANIC PRODUCTS UNDER SUSTAINABLE DEVELOPMENT CONDITIONS

Abstract

The article is devoted to the study of the implementation of digital marketing tools in promoting organic products in Ukraine under the conditions of sustainable development. The paper outlines the main challenges faced by the organic sector: low level of domestic consumer demand, limited sales infrastructure, dependence on exports to EU countries, as well as war risks and the restructuring of supply chains. The author emphasizes that although the volume of organic sales in Ukraine has increased several times in recent years, the domestic market remains underdeveloped, and the growing demand requires active communication support. The European organic market, which reached €54.7 billion in 2023, sets high requirements for digital transparency, supply chain traceability, and compliance with certification standards, creating barriers for exporters without an adequate digital evidence base. Social media, SEO optimization of websites, e-commerce platforms, and marketplaces are becoming key channels of communication with consumers, contributing to brand formation and the dissemination of information about certification, origin, and environmental benefits of products. Digital tools are effective when the strategy combines data transparency, proven sustainability impact, content personalization, and omnichannel sales. Special attention should be paid to audience segmentation: younger consumers respond more actively to interactive and dynamic content, while older groups expect evidence-based information about certification and quality control. The article highlights the role of CRM and CDP systems, machine learning, and big data analytics in forming a “trust chain” and enhancing the competitiveness of agribusiness. Such tools make it possible to integrate data from various sources, forecast demand, optimize advertising budgets, and ensure end-to-end sales analytics. The article also emphasizes the importance of integrating Industry 4.0 technologies, in particular IoT for telemetry collection, blockchain for transparent traceability, and FAIR principles in data policy. This creates conditions for greater personalization of communications, reduced marketing costs, and rapid adaptation to a turbulent environment, including wartime conditions. Effective digital promotion of organic products should rely on a comprehensive ecosystem of tools: from SMM and video content to marketplaces and interactive advertising. The presence of an in-house e-commerce platform or representation on international online markets is considered a mandatory condition for reaching a wider audience. Sustainable differentiation of organic brands is achieved through building trust, loyalty, and transparent communication with clients. Digital strategies based on data-driven management and integration with sustainable development goals enable Ukrainian agricultural enterprises not only to maintain exports but also to develop the domestic market, forming the basis for long-term competitive growth.