Comments on: The Digital Revolution, Marketing Automation and Ag Retailers http://ideaexchange.quarry.com/2009/07/the-digital-revolution-marketing-automation-and-ag-retailers/ Sharing Ideas That Build Thu, 12 Aug 2010 19:57:28 -0400 http://wordpress.org/?v=2.8.4 hourly 1 By: Ed Anderson http://ideaexchange.quarry.com/2009/07/the-digital-revolution-marketing-automation-and-ag-retailers/comment-page-1/#comment-4664 Ed Anderson Tue, 11 Aug 2009 17:36:04 +0000 http://ideaexchange.quarry.com/?p=1054#comment-4664 I believe the discussion is helpful to have as it moves clients' thinking in the right direction. And the company first in on this technology is poised to own it in the future. We need to be careful however in looking at adoption/penetration rates in other industries and applying them to the ag sector. I don't work a lot in the states, but I did recently review the 2008 NAFB wave study, which surveyed 2,412 american farmers at random. 1,773 of them indicated they were over 50 years of age. Over-50s are late to never adopters of new technology. And, when asked whether they use a dial up or higher speed internet connection, 35% of the over-50 group indicated that they do not have an internet connection at all. Granted, Agri-Retailers are going to be ahead of this curve. Marketing automation to agri-retailers when they are the primary target for a message or discussion may be appropriate. But as a 2009 tactic, I would want to get some quantitative data on how agri-retailers are currently using online. I believe the discussion is helpful to have as it moves clients’ thinking in the right direction. And the company first in on this technology is poised to own it in the future. We need to be careful however in looking at adoption/penetration rates in other industries and applying them to the ag sector.
I don’t work a lot in the states, but I did recently review the 2008 NAFB wave study, which surveyed 2,412 american farmers at random. 1,773 of them indicated they were over 50 years of age. Over-50s are late to never adopters of new technology. And, when asked whether they use a dial up or higher speed internet connection, 35% of the over-50 group indicated that they do not have an internet connection at all.

Granted, Agri-Retailers are going to be ahead of this curve. Marketing automation to agri-retailers when they are the primary target for a message or discussion may be appropriate. But as a 2009 tactic, I would want to get some quantitative data on how agri-retailers are currently using online.

]]>