Digital methods for promoting agricultural products in Russia: a comparative analysis

The paper delivers a structured comparative assessment of digital methods for promoting agricultural products in Russia amid sanctions, logistics reconfiguration, and audience migration to domestic ecosystems. Ten core tools are examined: marketplaces, search and paid social advertising, social media (VK/Telegram), influencer marketing, SEO and content marketing, email and messenger newsletters, CRM-driven loyalty and first-party data, live commerce, programmatic/DOOH and geoservices, and industry B2B portals/e-procurement. We propose a multi-criteria matrix (reach, targeting precision, trust, measurability, skills required, regulatory risks, and fit to agrifood specifics). A comparative table underpins practical guidance for B2C producers (farms, processors) and B2B suppliers (inputs, ingredients, HoReCa): a minimum viable digital stack, priority KPIs (CPL, CAC, ROMI), budget rules across growth stages, and integration with production planning and cold-chain logistics. Compliance aspects (ad labeling, personal data handling, provenance traceability) and seasonality management are addressed. Findings indicate that durable advantage arises from an omnichannel strategy centered on marketplaces and first-party data, strengthened by content, local communities, and automated conversion funnels.