THE DIGITAL TRANSFORMATION OF MARKETING TECHNOLOGIES: COOPERATIVE VECTOR

The domestic economy institutional structure evolution takes place in the fairway of global changes and the aggregator of such changes is information. This determines the dynamism and complexity of the counterparties interactions in all management spheres, where agriculture is especially vulnerable and, at the same time, strategically important. The aim of the study is to explicate the digital paradigm and to implement modern methods, measures and directions of agribusiness digital transformation to the agricultural producers that will help to improve their competitive status and to create equal contracting conditions for them. To achieve this goal, the society global informatization main trends were identified, in which more than 60 % of the population are Internet users and 89 % are mobile operators consumers. The main dominants of the modern digital paradigm, which are synthesized from the hierarchically interrelated categories, such as energy, digit, digitization, digitalization, digital transformation have been identified. It is proved that the process of digitalization is the basis for the next digital transformation round, which is possible in the case of new technologies implementation by citizens, because it involves the human factor and is based on cultural and behavioral components. The place and the role of agricultural enterprises innovative business technologies and digital marketing techniques are determined. In addition, a sociometric method was used in order to find out the level of the computer technologies implementation to the agricultural enterprises practice and it showed a low level of the medium and small enterprises information innovations exploitation. Therefore, the vectors of the cooperative marketing participants digitalization, such as technical digitalization, Internet and marketing tools aggregation, business collaboration and value management are substantiated. The association of agricultural producers on a cooperative basis with the aim of capital accumulating and financial capacity creating for the innovative technologies, management and marketing specialists attracting, consulting and outsourcing agencies using is proposed. The important cooperative’s role in the social and environmental areas of OTG development is outlined. The further research is directed at the deeper scientific achievements in the field of agribusiness enterprises digital marketing transformation in both domestic and world economic space.