2021 development issues of innovative economy in the agricultural sector

 
 
“DEVELOPMENT ISSUES OF INNOVATIVE ECONOMY IN THE 
AGRICULTURAL SECTOR”
 
International scientific-practical conference on March 25-26, 2021. 
Web: 
http://conference.sbtsue.uz/uz
 
Thus, taking into account the above data, the purpose of the article can be formulated as follows - 
to investigate the essence and content of digital marketing tools, to carry out a comparative analysis of 
traditional and digital media, to determine the advantages and prospects of using digital tools in the 
process of promoting a product in the modern market. ... 
According to eMarketer estimates, in 2020 companies around the world spent $ 267 billion on 
digital marketing, while online advertising in 2021, according to forecasts of the digital marketing agency 
WebDAM Solutions, will take 37% of the total marketing budgets [5]. 
Digital marketing is a new stage in the evolution of business processes, which provides for the 
promotion of a product or a company brand using one or more digital media resources [4]. 
Digital media are targeted channels that allow marketers to engage in ongoing, two-way, 
personalized dialogue with each consumer. Such a dialogue, built on the use of data obtained as a result 
of past interactions with the consumer, in order to service the next contacts, works like a neural network 
[6]. In addition, digital media allows you to receive analytical information about consumer behavior, his 
socio-demographic portrait in real time, to conduct direct and receive feedback in order to improve and 
optimize such interaction. The difference between digital media and traditional ones is obvious, the key 
characteristics of these media channels cited are given in table 1. 
Table 1. Differences between traditional and digital media channels in marketing 
The main task of digital marketing is to ensure the maximum presence of the business in the 
network. Digital marketing helps to achieve the maximum commercial result in an optimal way, that is, it 
makes it possible to save money and avoid unnecessary ineffective expenses. 
As you know, digital tools are closely intertwined with Internet marketing tools, since they use 
the same communication channel - the Internet, but for digital marketing it is not the only one. Compared 
to Internet marketing tools, the advantage of digital tools when promoting goods in the modern market is 
that in addition to traditional network technologies, they rely on a number of new techniques that allow 
you to attract the attention of the target audience even in an offline environment (applications in phones , 
SMS / MMS, advertising displays on the streets, etc.). In addition, the digital marketing toolkit also 
includes traditional types of advertising, the main task of which is to capture "the audience's attention and 
transfer it to the virtual world [7]. The most obvious example is QR codes in advertising posters and 
magazines. 
Thus, it can be noted that the relevance of using digital tools in the process of promoting a 
product in the modern market is predetermined by their unique capabilities, which are due to modern 
advances in science and technology and which at the same time determine the advantages of digital tools 
in comparison with Internet marketing tools.
The key ones are: 
1. New possibilities of mobile communication: 
- text messages (SMS); 
- voice automatic menu (IVR); 
- multimedia messages (MMS); 
- local radio communication between communication facilities (Bluetooth); 
Factors 
Traditional media 
Digital media 
Consumers 
Viewers