turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2025-1-2-177-190turan-4692Research ArticleЭКОНОМИКА: ИСТОРИЯ, ТЕОРИЯ, ПРАКТИКАECONOMY: HISTORY, THEORY, PRACTICEОпределение дефицита навыков: на пути к разработке эффективной модели цифрового маркетинга для сельскохозяйственной отраслиDetermining the skills gap: towards developing an efficient digital marketing model for the agricultural industryhttps://orcid.org/0009-0000-3303-1792СмановаА. Б.SmanovaA. B.

Докторант.

Алматы

PhD student.

Almaty

a.smanova@narxoz.kzhttps://orcid.org/0000-0002-4853-6686НурпеисоваА. А.NurpeissovaA. A.

к.э.н., профессор.

Алматы

c.e.s., professor.

Almaty

aigul.nurpeisova@narxoz.kzhttps://orcid.org/0000-0002-6594-5350ГаздецкийМ. М.GazdeckiM. M.

Профессор.

Познань

Professor.

Poznan

michal.gazdecki@up.poznan.plУниверситет НархозКазахстанNarxoz UniversityKazakhstanУниверситет ПознаньПольшаPoznan UniversityPoland20252906202502177190Copyright © Сманова А.Б., Нурпеисова А.А., Газдецкий М.М., 20252025Сманова А.Б., Нурпеисова А.А., Газдецкий М.М.Smanova A.B., Nurpeissova A.A., Gazdecki M.M.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/4692

В научной литературе постоянно говорится о пробелах в навыках цифрового маркетинга в различных отраслях, но эти пробелы четко не определены. Цель данного исследования – выявить пробелы в навыках цифрового маркетинга в сельскохозяйственной отрасли. Проведены углубленные интервью с 16 экспертами сельскохозяйственной отрасли. Определена фокус-группа, которая проверила достоверность полученных данных. Обнаружено, что в сельскохозяйственной отрасли существуют пробелы в навыках цифрового маркетинга, такие как: ограниченные знания и опыт в использовании цифровых инструментов и платформ, недостаточное понимание принципов SEO и оптимизации контента, неспособность эффективно использовать аналитические инструменты для оценки результатов маркетинговых кампаний, ограниченное понимание характеристик сельскохозяйственной промышленности. На основе полученных результатов разработана модель цифрового маркетолога, в которой описаны ключевые навыки и компетенции, необходимые для успешной работы в сфере цифрового маркетинга в сельскохозяйственной отрасли. В результате проведенного исследования сделан вывод, что результаты исследования подчеркивают необходимость дальнейшего обучения и развития навыков цифрового маркетинга в сельскохозяйственной отрасли. Разработка образовательных программ и тренингов, направленных на восполнение выявленных пробелов, может значительно повысить эффективность маркетинговых стратегий в этом секторе и способствовать развитию отрасли в целом.

The scientific literature often refers to gaps in digital marketing skills in industries, but the gaps are not clearly defined. The purpose of this study is to identify gaps in digital marketing skills in the agricultural industry. In-depth interviews were conducted with 16 agricultural industry experts. After that, a focus group was held, which verified the reliability of the data obtained. It was found that there are gaps in digital marketing skills in the agricultural industry, such as: limited knowledge and experience in using digital tools and platforms, insufficient understanding of the principles of SEO and content optimization, inability to effectively use analytical tools to evaluate the results of marketing campaigns, limited understanding of the characteristics of the agricultural industry. Based on the results obtained, a digital marketer model was developed, which described the key skills and competencies necessary for successful work in the field of digital marketing in the agricultural industry. As a result of the study, it is concluded that the research findings emphasise the need for further training and development of digital marketing skills in the agricultural industry. The development of educational programs and training aimed at filling the identified gaps can significantly improve the effectiveness of marketing strategies in this sector and contribute to the development of the industry as a whole.

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The authors declare that there are no conflicts of interest present.