Agri Marketing is Agribusiness for 2019
That means the old-world values of turning farming into Big Business have had to adapt for Web 2.0 strategies. But, what does that mean for you? After all, you’re just one piece of the larger agricultural economic structure.
Agri Marketing doesn’t mean reinventing the wheel
Many of the terms, methods, and ideals behind Agri Marketing haven’t radically changed. You still must prove success in your results. ROI (return on investment) drives your focus, as there must be a positive result by the end of the day.
If you’re an older Ag retailer/distributor, you know what it takes to move your product. No real Agri Marketer is going to tell you what you’re doing is wrong. Ag marketing exists to supplement your knowledge. After all, we’re all in this together.
Let’s share an analogy. Johnny X is farming Soy in Iowa but can’t ever find a decent enough local market. Does Johnny X stop growing soy at a great cost or does he reach out online for help?Gone are the days of thinking your Ag community ends at the city limits. North America is full of thousands of farmers and Ag-minded folk who want to share their experiences. Some of it might not be helpful, but there’s always going to be that one story that makes you address your operational behavior.
Agri Marketing requires traditional heart with innovative understanding
When one engages in agricultural marketing, you must stay in two worlds. The traditional realm is still strong in the Ag industry. However, innovative understanding must transform the industry into something that can survive. These meetings of the minds have happened before.
Whether it was Whitney’s Cotton Gin or the rise of the GMO, nothing ever changes without acknowledgment of the past. Cotton is still cotton and Monsanto is still making seeds. The old ways work because they have been proven in multiple environments with various end users.
Much like digital marketing, the end goal is universal reach with direct approach. Like all good things, there is a learning curve. But, the harvest has never been better.
Agri Marketing understands need vs. want
Agricultural Marketing requires an understanding of digital marketing. It wants you to spread the good word to all. This required understanding is a first step that creates a goal for a better tomorrow.
There is a term that Ag marketers discuss a lot when forecasting. It’s called total market opportunity. A potato farmer knows where his/her demand lies and when to best capitalize on crop yield. The same is true for digital marketing.
In a perfect world, everyone could sell 250,000 tons of potatoes a year. You would also be ranking Page 1 Rank 1 on Google for all your terms. After all, the work was hard and honest. That is an idealized want.
A realistic need is understanding that everything has gone digital. You might still be getting foot traffic to your stores or markets. However, more consumers are wanting instant access to your knowledge and products. The market is always open, and people want the same answers at noon that they want at midnight.
This is your need. It might seem overwhelming, but the right Ag Digital Agency will make it seem second nature.
Agri Marketing acknowledges that the Ag community is wide
A knowledge base isn’t defined by its smartest or less intelligent members. It’s defined by intellect and experience being shared to improve an industry or community. When you meet with a digital agency focused on Ag, it might seem overwhelming. So many teams, disciplines, and moving parts all dedicated to helping your business.
That digital agency is much like your Ag community. Not everyone grows the same crops, but they hold onto the same core concepts. They know when to plant and when to harvest. These digital marketing agencies also want to hear from you.
So much of what Agri Marketing does is in model form or conceptual phases. The in-field Ag partner will remain the eyes and ears informing our data. While we handle Google, you will handle the face-to-face. Together, we will deliver results.
Agri Marketing is dedicated to improving the industry for all
Agri Marketing is a means for all to succeed. Dealers aren’t treated better than farmers and vice versa. The i3 team is a big fan of saying that no one succeeds alone. Think about your time farming.
If your neighbor isn’t getting enough water for his crops, then you’re not getting enough. If they can’t get a proper price for corn, then the same applies to you. What can an Ag partner do?
This is the heart of the i3 digital approach. No one wins if the greater community is suffering. By examining trends and established patterns, a digital marketing partner expands the reach of Agri Marketing. Greater Agri Marketing knowledge means more help for the farmers fighting the elements and the Ag equipment stores wondering where the customers went.
Competition is healthy, but it’s not wise to have an entire industry fighting on the periphery of the American business experience. What we’re saying is that everyone can succeed at digital marketing with agency help. However, the true winners will be crowned by the businesses that offer the best customer experience.