Economy, finances, management: topical issues of science and practical activity

SCIENTIFIC JOURNALS OF VINNITSA NATIONAL AGRARIAN UNIVERSITY

Issue №: 3 (73)

Published: 2025.12.25

DOI: 10.37128/2411-4413-2025-3

Description:
The journal deals with the issues of efficiency of functioning of the national economics and organizational forms of management of the national economy. Attention is paid to the problems of marketing, management and efficiency of production and economic activity of agrarian enterprises. The issues of public administration and administration, accounting and taxation, banking and insurance, forecasting and modeling of economic processes, foreign economic activity, commodity flows of economic entities and their infrastructure support.

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FEATURES OF B2B INTERNET ADVERTISING OF AGRICULTURAL PRODUCTS IN UKRAINE

DOI: 10.37128/2411-4413-2025-3-8

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LIMAN Vitaly – Candidate of Technical Sciences, Associate Professor, Associate Professor of the Department of Computer Science and Digital Economy, Vinnytsia National Agrarian University (21008, 3, Vinnytsia, Soniachna Str., e-mail: liman@vsau.vin.ua).

VOVK Valeriia – PhD in Economics, Acting Head of the Department of Computer Science and Digital Economy, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e-mail: vvovk_2703@ukr.net).

KHRUSHCHAK Serhiy – Candidate of Technical Sciences, Associate Professor of the Department of Computer Science and Digital Economy, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e-mail: sovmsvom@gmail.com).

OLIVKO Dmytro – Lecturer of the College of Economics and Business, Vinnytsia University of Finance and Economics (21037, Vinnytsia, 71a, Pyrohova Str., e-mail: 7to_me@i.ua).

Annotation

The article is devoted to the peculiarities of the organization of advertising companies of agricultural enterprises of Ukraine, which are engaged in marketing activities in the B2B segment – wholesale trade. The peculiarities of B2B marketing activities are analyzed, such as a narrow target audience; low-frequency thematic search queries; a long cycle of concluding deals and, as a result, limited analytical data for assessing the effectiveness of certain advertising tools.

In order to analyze the target audience of the B2B segment, its needs and characteristics, the dynamics of the search queries on the Ukrainian Internet regarding grain products were studied. A high correlation of queries on this topic with foreign economic and export needs was revealed.

Recommendations are substantiated for optimizing the agricultural enterprise website for B2B marketing tasks, taking into account the identified characteristics of the target audience.

Recommendations are provided for its content and structure so that visitors can quickly, with a minimum number of clicks, obtain information about the product and the organization as a reliable business partner. It is noted that B2B clients prefer e-mail as a means of communication, and contact details should be visible on each page of the site.

The steps for organizing a B2B advertising company using search engine optimization tools for the agricultural enterprise website are described. General search engine promotion tools are described, such as filling the site with unique content, with sufficiently large amounts of the text on landing pages, optimal saturation of site pages with the keywords, and implementation of external search engine optimization measures. Techniques that are specific to B2B site promotion are also described, such as including specific modifiers, special terms, identifiers, etc. in the search phrases.

The agricultural enterprise website is indicated as the main tool of B2B online advertising, which is responsible for delivering relevant marketing information to the target audience and performing reputation management functions. Recommendations are also given for the effective use of additional online advertising tools, such as contextual advertising, content marketing, and e - mail mailings.

Keywords: online advertising, B2B, agricultural products, grain crops, online marketing, search engine optimization

List of references

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About the journal

Topics of the journal:

С1 Economics and International Economic Relations (by specialization)

D1 Accounting and Taxation

D2 Finance, Banking, Insurance and Stock Market

D3 Management

D4 Public Management and Administration

D5 Marketing

D7 Trade

J3 Tourism and Recreation

Keywords: economics , international economic relations , accounting , taxation , finance , banking , insurance , stock market , management , public management and administration , marketing , trade , tourism and recreation

Key information:

ISSN (print): 2411-4413

DOI: 10.37128

All-Ukrainian scientific and production journal “Economics, finance, management: topical issues of science and practical activity” is a peer-reviewed open-access journal that publishes original research, theoretical articles and reviews on a wide range of economic and business issues. The articles, which have scientific and scientific-practical significance, highlight theoretical and methodological aspects of the development of agrarian sector of economy and related industries, the results of fundamental and applied research.

The purpose of the journal is to highlight the results of fundamental and applied research in the field of economic sciences, aimed at developing modern approaches to managing economic processes, financial support for enterprise activities and increasing the efficiency of economic systems. The publication is focused on creating a scientific environment for the exchange of research results between scientists, higher education students and practitioners in economic sphere, as well as on the dissemination of modern scientific and methodological approaches to solving current economic and management problems. The journal contributes to the development of the research in the field of enterprise economics, finance, accounting, auditing, management, marketing, entrepreneurship, trade, tourism and recreation, public management and administration, economic development and international economic relations, which meets the modern needs of the socio-economic development of the state.

The journal’s objectives are:

• publishing the results of fundamental and applied research in the fields of economics, international economic relations, finance, management, public administration, accounting, marketing, tourism and recreation, and entrepreneurship;

• promoting the development of modern methods of managing enterprises and organizations, increasing the efficiency of using financial and material resources;

• supporting the research aimed at improving the economic mechanisms of enterprise functioning, developing innovative activity, and increasing the competitiveness of economic structures;

• ensuring the scientific exchange of research results between higher education institutions, scientific institutions, and business entities;

• developing methods of economic analysis, forecasting, and modeling of socio-economic processes;

• disseminating of modern approaches to financial management, accounting, taxation, and control of economic activity;

• promoting the development of interdisciplinary research related to the economic support of the development of agrarian sector of economy and rural areas;

• integration of scientific research results into the international scientific space and increasing the level of scientific communication.

Publisher: Vinnytsia National Agrarian University

Link to the journal on the publisher’s website: ”Economics, finance, management: topical issues of science and practical activity”

Frequency of issue: 4 times a year.

Language of publication: Ukrainian, English.

Editor-in-Chief: Inna Honcharuk

State registration: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1337 and No. 1178. Media identifier – R30-05171. Publisher registration number (EDRPOU) 00497236.

Publisher’s ROR: https://ror.org/05m3ysc06 Publisher’s DOI prefix: 10.37128 ISSN (print): 2411-4413

Publisher DOI prefix: 10.37128 ISSN (print): 2411-4413

The scientific journal is included in category "B" of the List of scientific professional publications of Ukraine, in which the results of dissertations for the degree of Doctor and Candidate of Sciences in the specialties C1 (051) - Economics, D1 (071) - Accounting and Taxation, D2 (072) – Finance, Banking, Insurance and Stock Market, D3 (073) – Management, D5 (075) – Marketing, D7 (076) – Entrepreneurship and Trade, (241) – Hotel and Restaurant Business, D4 (281) – Public Management and Administration (Order of the Ministry of Education and Science of Ukraine dated March 17, 2020 №409)

History of journal:

Founded in 1997 under the name ”Bulletin of Vinnytsia State Agricultural Institute”. In 2010-2014 it was published under the name “Collection of Scientific Papers of Vinnytsia National Agrarian University”. Since 2015 “Economics, finance, management: current issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 PR dated 12/31/2014).