Using mobile applications as a marketing tool in agribusiness

Abstract

Studies have been conducted on current problems and prospects of using mobile Apps in Ukrainian agriculture. The mobile application market for agricultural businesses is analyzed along with their main features and benefits. The main limiting factors for the use of mobile applications in the agrarian sector of Ukraine are identified. The positive changes that are expected in this area as a result of the development of a national program for the introduction of digital services in the country, the development of infrastructure and the spread of high-speed mobile communication have been noted.   Mechanisms of functioning of mobile applications as a marketing tool are defined. The main marketing goals of using the Mobile App in the agricultural sector, as well as the stages of their introduction to the market are highlighted. The basic types of mobile applications for different platforms, their advantages and disadvantages, evaluation and selection criteria are described. The hybrid cross-platform development is the most optimal method,  than the simultaneous native development of separate applications for Android and iOS. Key advantages include: cost-effectiveness, ease of development and use of tools, use without internet access, user-friendly user interface, quick installation.  Examples of software products that are implemented as marketing tools for promoting food products, as well as products and services for agriculture that can be used to support management decisions in agribusiness.  The multi-purpose nature of mobile applications be emphasized, which become a competitive advantage of the company and not only increase customer loyalty, that receive useful information and practical management tools, but also provide growth of sales and formation of stable partnerships.