In agriculture media, programmatic advertising has been emerging at a rapid rate. The digital journey of a farmer is not limited to only agriculture media. Farmers browse the web in the same way as the average consumer, visiting multiple websites a day and consuming content across a variety of categories.
A farmer is leaving a trail of behaviour and preferences that programmatic companies can then store, enhancing its learning on that customer. Next, they place that customer into a pool where they can be targeted, not only on their interests, but also on the crops they are invested in.
The business of agriculture is much, much bigger than its stereotypes and is rapidly expanding beyond those expected fence posts. Some of the greatest advances in technology are happening in the agricultural business, and agri-marketing is at the forefront of telling this story. On Tuesday, February 9, a panel of marketing experts shared their stories and insights about the importance and evolution of Agri-Marketing.
For decades, tradeshows have been a go-to staple for agrimarketers around the world. Even in recent years, where the costs of participating in and standing out at tradeshows have made it increasingly difficult to generate positive ROI, agrimarketers have still treated these events as annual “must-haves”. That said, given the restrictions COVID has placed on attending in-person events, agrimarketers have started to question the value of virtual tradeshow alternatives. Many have decided to abandon these shows altogether in favor of immediate cost savings resulting in the cancellation of a large number of these annual events, mainly due to an overall lack of exhibitors willing to participate.
Welcome to our newest Cambassador!
It’s tough to find someone in the Canadian agriculture marketing biz who doesn’t know Lillie Ann Morris. Born in the USA, Kentucky farm girl Lillie Ann has had a long-standing impact on agriculture north of the border, holding advertising sales positions with Public Press (owned by United Grain Growers at the time to rep Country Guide and Canadian Cattlemen), Top Crop Manager, and Farm Business Communications (where she is currently an ad sales consultant for Country Guide, Farmtario and Le Bulletin des agriculteurs). Lillie Ann proudly calls Ontario home and is well known for her relentless drive to build relationships with key players across the entire Canadian agricultural scene, especially organizations that favour care of the soil.
After 20+ years of conducting business in the digital era, we are starting to reach an age of maturity when it comes to our digital ecosystems. Gone are the days where simply existing on social media or having a website was sufficient. Instead, customers are expecting more out of their online interactions with brands.