Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Adoption Of Digital Marketing In Agribusiness: A Conceptual Study

Author(s): Vasumathi P and Joe Arun C

Digital technology is predicted to be a new driver of economic growth and most of the sectors of business make a good use of technology to deliver value to customers. However, agricultural sector has not yet capitalized the resources of technology, particularly marketing technology. Adoption and use of digital marketing practices would empower agricultural producers and startups by improving their marketing capabilities. This study believes that the key to make a good use of technology lies in the ways in which agri startups perceive the use of technology in marketing agro products. Therefore, this paper studies the perception of agri startups towards adoption of digital marketing. First the paper explains the potentials that digital technology has for making agricultural sector contribute better to economic growth. Second, the study looks at the ways in which the agri startups look at the use of digital technology in the marketing of agro products. Third, it discusses ways by which agri startups could make good use of digital technology in the marketing of the products. This study suggests agricultural development practitioners including non-governmental organizations, the private sector and other implementation partners in India to identify appropriate and effective digital technology for agri value chain interventions.

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