O. A. Rushchitskaya, E. S. Kulikova, E. M. Kot, T. I. Kruzhkova
Ural State Agrarian University, Ekaterinburg, Russia
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Volume 26 No. 3
Date of paper submission: 12.01.2026, date of review: 30.01.2026, date of acceptance: 05.02.2026.
Published: 03/31/2026
Abstract. The relevance of this study stems from the accelerated digital transformation of the agro-industrial complex, the growing share of e-commerce in retail turnover, and the concomitant complexity of the institutional environment that determines the use of online marketing. Russia is characterized by a larger and more structured ecommerce market and strict regulations regarding advertising and personal data, while Belarus boasts high internet accessibility while maintaining access to global social media and a different platform infrastructure configuration. Under these conditions, agricultural enterprises and processors are forced to seek sustainable combinations of digital tools that ensure not only audience reach but also a manageable flow of orders and sales. The purpose of this study is to identify and systematize available public cases of online marketing in the agro-industrial complexes of Russia and Belarus, comparing the tools used, metrics, and results, and then formulate comparative conclusions about the most effective digital combinations in different institutional settings. The research methodology is based on a systematic analysis of scientific publications, official statistics, and industry case studies, as well as a comparative case study of eleven real-life projects implemented by agricultural and processing companies, resource suppliers, and agritourism farms. For each case, the “problem-tools-metrics-results” logic was reconstructed, and key digital channels and numerical effects (order dynamics, traffic, cost per application, reach, and engagement indicators) were identified. The scientific novelty lies in the development of a unified comparative framework for analyzing online marketing in the agro-industrial complex of the two countries, where institutional factors are interpreted as explanatory variables for differences in the effectiveness of the same tools. The study’s results demonstrate that in Russia, the greatest impact comes from a combination of search engine optimization, contextual advertising, integration with customer relationship management systems, and loyalty programs. In Belarus, the most significant results come from targeted advertising on social media, collaboration with bloggers, and optimization of marketplace cards, all while maintaining basic search visibility and managing customer requests through digital services.
Keywords: sustainability, competitiveness, Russian agro-industrial complex, credit restrictions, export grain, import substitution, scenario forecast
For citation: Rushchitskaya O. A., Kulikova E. S., Kot E. M., Kruzhkova T. I. Digital internet marketing tools in the Agro-Industrial Complex of Russia and Belarus: a comparative case study. Agrarian Bulletin of the Urals. 2026; 26 (03): 527‒540. https://doi.org/10.32417/1997-4868-2026-26-03-527-540 (In Russ.)
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