The article is devoted to the study of the role and significance of innovations for the formation of a strategy of sustainable rural development, in the regulation of the process of greening based on the improvement of the mechanism of the introduction of ecological innovations, which will contribute to increasing the economic efficiency of the agricultural sector as a key factor of positive changes in the socio-economic development of the village. The priority of ecological innovations in the development of rural areas and agricultural production is shown. The main models of managing the development of rural areas are considered, as well as certain areas of implementation of eco-innovations and their impact on the development of rural areas are proposed. The possibility of introducing a new management system on the basis of greening and synergism of state programs of agrarian development and innovation policy is considered. The ways and mechanisms of improvement of ecologically innovative activity are described and the methods of its implementation are proposed. It has been studied that the improvement of the management system of eco-innovative development of rural areas involves changes occurring in the field of planning, employment of the population of the territories, promotion of products, interaction between the authorities, business and the population, and knowledge management. Innovations in the field of rural development management will provide specific rural areas with long-term competitive advantages and stimulate their development under the conditions of combining and taking into account both scientific and technological and administrative and management innovative solutions.

In the course of the research, an analysis of the theoretical basis of the economic-mathematical modeling of the production of agricultural crops depending on the climatic zones and their changes was made. It was established that the ultimate goal of economic-mathematical modeling is the establishment of dependencies between the components of the model, their qualitative and, if possible, quantitative characteristics. Understanding the interrelationships and interdependencies of certain social phenomena and situations makes it possible to choose the relevant tools of state or social influence. Regulation, as the process of influencing the economic or social system, involves the use of a set of administrative, economic and institutional tools. It was determined that when choosing models that allow taking into account the interdependence of socio-economic and climatic phenomena, it is expedient to adapt the existing models to the solution of the researched problems and/or create a new class of models. The correct interdependencies of socio-economic and climatic phenomena were established and their qualitative assessment was carried out. Recommendations have been developed for the use of tools capable of influencing in a given direction the establishment of interrelationships and dependencies when applying a specific climate change assessment model, in particular in the agricultural sector. It is also determined that the models of adaptation of agricultural production to climate changes should be based on the analysis of actual climate changes in the region and the country.

The effectiveness of using digital marketing tools and various functions for biotechnological production is substantiated. Their main functions, advantages, as well as the main criteria, are covered, indicating their effectiveness at the present stage and the possibility of their future use in the future. The stages of conducting research on the market of biological preparations on agricultural lands and enterprises that are direct consumers of biopreparations are substantiated. Also illuminates the connection of the marketing link between manufacturers of data at the C2C level and their feedback. The expediency of using each individual instrument, depending on the situation of a biotechnological enterprise in the market, as well as the situation where the company is expedient to pay attention to the indicated indicators. The stages of using targeted advertising for biotechnological companies are determined, the efficiency of launching an advertising campaign in a digital plane is analyzed. In particular, the main approaches to using targeted advertising are identified, stages and real examples of modern biotechnological companies operating in the Ukrainian market, and, accordingly, reflect the real state of development of digital marketing tools in the biotechnological branch of agriculture in Ukraine.