Key observations from the study:

1. We are talking to two different audiences, and our marketing plans need to reflect those differences. In multi-generational farming operations, both generations have decision-making power.
2. The way agrimarketing businesses market to their customers needs to change, because the buying habits and the way purchasing decisions are made differs between the two audiences.
3. All forms of media are important and need to be included in the marketing mix. Print and radio maintain the top spots as information sources, but producers of all ages are becoming more comfortable with digital media.
4. Producers are aware of the power of social media for issues and advocacy, but are hesitant to embrace marketers trying to insert themselves into the social media circle. Electronic “intrusion” seemed to be a recurring issue.

As agrimarketers, we can’t be afraid to try new things. Digital media is scalable and can be a cost-efficient media to test. If a client is hesitant to transition to digital messaging, start small to build their comfort level. And be careful not to sell digital media on analytics alone. While tracking is great, analytics programs can differ greatly, causing confusion that could create a trust problem.

Traditional media should remember that broadcasters, editors and writers always have been and always will be your most valuable assets. They are the trusted advisors to whom producers look for relevant information. The people and the information still exist—we just have to put the two together in as many ways as possible.

I believe that digital media in agriculture will come full-circle. Tracking and analytics will always be a great feature, but branding and message association will become as important in digital media as it is in traditional forms.

Paulsen Marketing is passionate about agrimarketing, the evolution of digital media and how the two will marry. If you wish to discuss your current challenges and the transition from conventional to contemporary marketing strategies for your company, please call Greg Guse or me at 605-336-1745 or contact us here.