Importância do agromarketing na comunicação do agronegócio

Abstract

Agribusiness is one of the most important sectors of the Brazilian economy, playing a fundamental role in job creation, food production, and economic development. In this context, digital marketing and social media have gained prominence as strategic tools to strengthen communication, increase visibility, and bring rural producers, companies, and consumers closer together. This study aimed to evaluate the importance of agromarketing and digital communication strategies in strengthening the presence and positioning of agribusiness in the digital environment. The research was characterized as descriptive and exploratory, conducted through questionnaires applied to professionals linked to the agricultural sector, including animal scientists, rural producers, veterinarians, agribusiness companies, and other agribusiness professionals. Data were analyzed using descriptive statistics, considering absolute and relative frequencies. The results showed that most participants recognize the importance of digital communication and use social media platforms such as Instagram and WhatsApp for brand promotion, customer relationships, and strengthening professional image. However, challenges related to lack of knowledge about digital tools, shortage of specialized professionals, and low investment in marketing were also identified. It was concluded that agromarketing plays an essential role in modernizing communication in agribusiness, contributing to closer relationships between the rural sector and society, strengthening digital presence, and enhancing the value of the agricultural sector.