... but get moving nonetheless
In our last article, Connecting with the Next Generation, we touched on the differences and similarities between the current and next generation of farmers. For our second installment on how AgTech marketing needs to change to keep up with a changing AgTech market, we'll cover some of the challenges with shifting to a digital marketing strategy.
The right marketing mix is just that, a mix. I recently spoke with an AgTech company that had just completed their first full year of a concentrated digital marketing effort. They made a significant investment in an automated marketing platform, generated a lot of great content and got tons of traffic to their website. They also didn't make their sales numbers for the year. Certainly, there could be many reasons for not hitting those numbers, but one takeaway was that they wondered if the shift to digital marketing was too much, too quickly. For this year, they're keeping up their digital marketing strategy, but reintroducing some of the more traditional marketing touchpoints, like print ads and direct mail.
The right marketing mix is just that. A mix.
The allure of data
Digital marketing delivers trackable results. That's good. But it's not the whole story. Marketing for innovative AgTech companies is a mix of art, science and knowing your audience. The next generation of farmers, who use data to drive their decisions, love digital marketing because it produces a plethora of statistics. It is easy to calculate ROI for digital marketing, but you should resist the urge to put all your marketing eggs in the digital basket — because the current generation of farmers is still partial to the more traditional print basket.
As the above example illustrates, you can't go all in on digital if your audience isn't all there yet. It's not "go digital or go home." It's "moderation in all things" — at least for now.
Digital marketing delivers trackable results. That's good. But it's not the whole story.
Mix it up
Half of your marketing works. If you knew which half, you'd be a bazillionaire. That old adage rings just as true in today's market as it did 100 years ago. While you can't calculate the value of your logo or your tagline, they are invaluable parts of your overall brand identity, just as important as your more easily measurable digital touchpoints.
Next up: Transparency in AgTech marketing
The most exciting thing about the current marketing environment is that more and more customers are engaged and well-informed. In the age of social media, news travels fast — both good and bad. We'll cover the best strategies for authentically sharing your successes, as well as how to get in front of bad publicity and turn your mistakes into opportunities to build trust.
Other articles in this series:
About Toolbox Creative:
Toolbox Creative is a B2B Marketing and Design firm, helping the Ag Tech industry change the world. We distill complex technologies into powerful identity systems, websites and marketing tactics that align sales and marketing efforts, create lasting impact and build brand love.