In a recent posting, we discussed the coming digital revolution in agriculture. Our view is that, as this occurs, a challenge for marketers will be to close the gap between brand strategy and the customer experience — between what tools like Web sites and the Internet can do to enhance the customer experience and how they’re actually used.
This drew a number of interesting comments, including the continuing need to appeal to producer core interests — such as the weather, market prices, and related topics — or to consider that the digital delivery of information will simply be an extension of current communication vehicles. A key question also emerged, can ag marketers be a catalyst in building online communities? We think so.
In fact, in a recent post, we introduced the concept that large-scale farmers often belong to peer groups that have little resemblance to traditional farm communities. And, that these “new farm neighborhoods” often span large geographies, making these producers prime candidates for social media. You can read more here.
But what do producers think about the impact of information technology on their day-to-day operations? We asked some members of our Rural Roots network recently and you can get their front line perspective, along with that of noted communications author and academic Robert F. Lauterborn, in the current issue of AgriMarketing (pages 52-53).
What do you think? Join the conversation.
May 26th, 2009 9:15 am
Farmers are the original tech geeks. And I think we can absolutely build strong, vibrant online farm communities. First, however, we have to make sure they have reliable, high-speed Internet access. Currently, only 35 percent of rural Michigan residents have broadband access. If we can work together to get better broadband penetration in those areas, we’ll have a better chance of moving to digital messages. There are some good initiatives that are trying to make it happen … but I really think it’s going to take a team effort.
Jun 4th, 2009 2:27 pm
Yes farmers are the original tech geeks, but I would go further. Farmers’ ability to innovate is the best in the world.
However we have never fully explored what innovation is, how we can put it to the best possible use and how we can promote it. Many possibilities exist from grade school to the adult world.
It’s time we take a look at this. Just the paring of farmer innovation with rural community development offers endless possibilities.
I write as an agriculture futurist and would like to talk to more people about what can be done.