DIGITAL MARKETING AND MECHANIZED AGRICULTURE FOR SMALLHOLDER FARMERS IN SUB-SAHARAN AFRICA: BOOSTING ADOPTION AND SUSTAINABILITY

Abstract

Smallholder farmers are central to food production in developing economies but face persistent challenges such as low productivity, poor market access, and limited adoption of mechanized agriculture. These issues are exacerbated by financial constraints, fragmented landholdings, and inadequate digital literacy. While digital marketing holds promise for enhancing agricultural outcomes, its potential to promote mechanized farming amongst smallholder farmers remains underexplored. Using a literature-based research design, this study investigates how digital marketing can drive the adoption of mechanized agriculture among smallholder farmers. The research assesses digital marketing usage, identifies barriers and opportunities, evaluates strategy effectiveness, and examines the combined impact on productivity, income, and sustainability. Findings reveal that platforms like Facebook, WhatsApp, and mobile apps are helping farmers access information, machinery services, and digital training. However, the digital divide, cost barriers, and infrastructural limitations continue to hinder broader adoption. The study recommends government investment in rural digital infrastructure, public-private partnerships for tool development, affordable financing, and farmer-focused training. It also calls for data protection frameworks and inclusive policies. Integrating digital marketing with mechanized agriculture can transform smallholder farming, improve livelihoods, and promote sustainable agricultural development.