Indian agriculture, being the foundation of the economy, plays an essential role - generating employment, makes provision for food for the ever increasing population, pushing up the pace of capital formation, rise in rural purchasing power and also, supports the industrial sector and international trade imports and exports.

Agricultural marketing system or agribusiness are systematic ways by which the farmers can dispose their surplus produce at a fair and reasonable price. But there are tremendous number of unregulated markets which adopt various malpractices such as prevalence of false weights and measures, lack of grading and standardization of products in rural markets are always going against the interest of ignorant, small and poor farmers. 

There is absence of market knowledge or information system in India. Indian farmers are not aware of the ruling prices of their produce prevailing in big markets that in turn fully exploit them and they have to accept any unprofitable price for their produce as offered by traders or middlemen. Indian farmers do not give significance to grading of their produce. They hesitate to separate the qualitatively good crops from bad crops. Subsequently, they neglect to bring a decent cost of their quality item.

With more than 50% of the population engaged in farming and other allied activities, India is known to be a developing nation with a primarily agricultural-based economy. However, there is a sudden rise in digitization and modernization taking place in several aspects.

 In such a vast and ever-growing sector, digital marketing can play an integral role in marketing of the agricultural products. Digital marketing provides the best prices to the farmers & the best fresh products to the customers. It also strengthens the relationships of the farmers & customers by fulfilling & satisfying their desires. At the same time, customers are also getting the farm fresh products for reliable prices as the commission agents & middle men are not getting involved in the digital space.

Product marketing plays a major role in the success of any agribusiness. In the case of digital marketing, product marketing is done through various online channels such as search engine optimization, content marketing, social media, and email marketing. 

Let us see whether digital marketing can drive agriculture sector to high, which are as follows:

1. SEO is a powerful tool that helps agricultural marketing agencies or agribusinesses to improve their visibility on search engine results pages (SERPs). By optimizing websites, blogs, and other content with the right keywords, agribusinesses can reach their target audiences quickly and easily. 

2. Engaging content aids SEO strategy and drive better results that enables to explore several aspects of the agriculture business online. 

3. Building an Ecommerce website helps to promote agribusiness or marketing agencies to the next level. It is a kind of lucrative option to promote and boost sales - whole range of agricultural products, agricultural accessories, food processing equipment, and many more. This website will help to increase brand presence and reach a wider audience.

4. Social media is one of the most effective digital marketing tools for agribusinesses. With the right strategies, businesses can use social media to engage their target audiences, build relationships, and increase brand visibility. 

5. Email marketing is also an effective way to reach customers and prospects. By creating targeted emails and campaigns, businesses can nurture relationships with their audiences and drive high conversions. 

6. Video Marketing - using various platforms like Youtube, Instagram to promote video content that attracts users attention and educate them about the farm products and offerings of the agribusiness.  

Therefore, agribusinesses can use a variety of strategies to improve their digital visibility, including optimizing their websites, using SEO, and creating content.

While there are several limitations involved in the adoption of digital marketing for agricultural output, it represents a huge opportunity for agriculturalists in the future. With the increasing amount of literacy in rural areas and improvement in agribusiness infrastructures, it is quite hopeful that there will be critical reception of advanced advertising in the agribusiness area too. There has been a huge reception of digitization in the forward linkage part of the agro production network. Associations, state run administrations, and the adolescent should consider ways of advancing the reception of computerized promoting procedures in the regressive linkage part also.

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