Usage of digital marketing in family farm and small businesses in Croatia

Agriculture and family farms in various forms have existed for centuries. With the development of technology and of new occupations, interest in working in agriculture has decreased. Even though a big number of the smaller family farms were replaced by mass production, they haven't stop existing, and today new farms are forming fighting for their place at the market. With some new trends, new ideas and subvention plans the owners of family farms and small business are trying to be a valid competition to big companies. Marketing has also evolved and with the development of the Internet and new technologies a new types of marketing was born, better known as digital marketing. Large companies with developed marketing departments have without doubt followed marketing developments and adjusted their marketing techniques and plans. They implemented digital marketing in their everday marketing activities and it became a part o their marketing strategy. The main objective of this paper is to identify the usage of digital marketing in family farm and small business in Croatia. The survey was conducted on 59 family farms and small businesses to gain insight into their business and the use of digital marketing in their day-to-day business