How technology is transforming agriculture and what it means for marketers
The rapid advancement of technology in agriculture is significantly impacting how farmers operate. From GPS-guided tractors to drone-assisted crop monitoring, technology is not only revolutionizing farming but also altering the way marketers approach and engage with the agricultural community.
Let’s explore the impact of technology on farming and how these changes are redefining the relationship between farmers and the businesses that serve them. Whether you're a marketer looking to stay ahead of the curve or simply curious about the future of farming, read on for exciting developments at the intersection of agriculture and technology.
The impact of technology
The goal of technology is to help farmers be more efficient while providing more data. We were curious so we sat down with some farmers to learn more. Here’s what we learned:
Autonomous machines
What once seemed more like a scene from the Jetsons, mass adoption of autonomous machines is nearing realization, at least according to an article from Farm Journal’s AgWeb. The article quotes John Fulton, a professor at Ohio State University, who cites labor challenges and increasing comfort with technology as driving adoption. “You’re going to see more of it being embedded into machines and we’re right on the cusp of seeing more autonomy adopted by farmers.”
But is he right?
We got two points of views from the farmers we spoke with.
Mitchell Reiner, who grows corn and soybeans in Southwest Minnesota, hasn’t adopted autonomous equipment quite yet because he still has questions, especially around how to avoid accidents. “No one wants to pull a tractor and cultivator out of a drainage ditch,” he says. Still, he’s open to the idea. “I really never thought this would happen in my lifetime, but it’s so much closer than we think. I actually think the equipment will get smaller with autonomous technology because if it’s running all night, it doesn’t have the human component,” says Mitchell.
Over in Missouri, Mark Kaiser and his family, who grow corn and soybeans, are already incorporating technology that allows them to manage their farm off-site. “Right now, I can pre-program the chemical load mixes offsite. I can manage all our irrigation on an app. I can monitor all our grain bins, start-up fans, all on my phone. I can have drones fly the fields and give me stand counts and weed pressure. I don’t even have to be on the farm to do these things,” he says. And he says he is looking to expand technology to include more autonomous equipment.
Efficiency
As the saying goes, time is money. Precision tools and sensors can help farmers save time in the field. Chris Gaesser, who grows corn, soybeans and small grains in Iowa, uses John Deere’s ExactApply, which focuses on precise droplet sizing and consistent application management. He estimates it takes 25% less time to spray with the technology. “We have a lot of contouring and we’re trying to spray into corners, it used to be a pain. ExactApply has helped the most.”
New opportunities
But technology isn’t just changing operations with equipment. Fencing companies have introduced virtual fencing options. In South Dakota, Cody Jorgensen, who runs a black Angus cattle operation with his family, is working with the Gallagher eShepherd collars for a portion of his herd. The Jorgensen’s have been using this technology for more than five years and see the benefits. “We have about 350 of them on our cows right now. I really think it will be a game changer in the beef world in terms of grazing, being able to move in or out of areas where we couldn’t graze before just because of the logistics,” says Cody.
Impact on marketing strategies
As technology transforms the way farmers operate, it also reshapes how they consume information and make purchasing decisions. Traditional marketing tactics are no longer enough. That means ag marketers need to adapt their strategies to meet farmers where they are. But it’s still important to lead with what’s important to farmers: authenticity, personalization, reliability and community. Here are some ways that marketing can deliver on those values.
Personalization
As farmers increasingly rely on data for decision-making, marketers should also leverage data analytics to provide personalized, relevant and timely messages. Remember, not all farmers have the same needs. Analyzing data on farm size, crop type, geography and purchasing behavior can help you create targeted campaigns that speak directly to their unique challenges and interests. Other ways to incorporate data-driven insights include:
- First-party data collection - As privacy regulations tighten, it’s imperative that organizations collect their own first-party data via gated content, loyalty programs or CRM systems. Not only does first-party data help build long-term relationships, but it also helps create customer insights.
- Behavioral insights for content strategy - Tracking how your target audience engages with content through website visits, social media interactions and email open rates can help you refine your messaging. The data will help you determine if your content is relevant and addresses the right concerns at the right time.
- Automation for efficiency - Automated email campaigns, retargeting ads and CRM integrations powered by data ensure that your customers receive timely follow-up communication, product recommendations and personalized offers without having to manually track every interaction.
Mobile apps for real-time insights – Custom apps allow farmers to manage their operations. Ag marketers can integrate product recommendations and educational content directly into these tools.
Authenticity
In an industry built on trust, authenticity isn’t a buzzword, it’s a requirement. In a space where experience matters and word-of-mouth still carries weight, marketers need to go beyond polished product pitches and embrace authenticity at every stage of the journey. But not all content is created equal. Different types of content meet different needs at different points of the journey. Make sure your content offers information and answers questions no matter where they are in the journey. Other tactics to include in your content strategy:
- User-generated content for credibility - Encourage your audience to share their experience, reviews and photos. This creates authentic engagement and helps validate your message.
- Storytelling and case studies - As we mentioned earlier, farmers trust real-world experience. Sharing success stories from other farmers using a product or technique helps your message become more related and credible.
- Multimedia content for different learning styles - Some people prefer to watch videos, while others tune into podcasts during their daily routines. Offering content in multiple formats, like blogs, podcasts, infographics or videos, increases reach and engagement.
Relatability
Nobody wants to be marketed to, including farmers. Successful brands show they get their challenges and what life is like in their boots. Your marketing should reflect the real, everyday experiences of farmers that acknowledge triumphs and struggles. It’s about mirroring their mindset, values and routines. Build reliability with:
- Cultural fluency in agriculture - Speak their language. Understand the seasonal rhythms, local issues and community dynamics that shape the lives of your audience. Use messaging that aligns with how they talk about their work, goals and issues they care about.
- Content that reflects the lifestyle - Feature real farmers in your visuals and messages rather than stock photos. When farmers see themselves in your brand, they’re more likely to trust it.
- Influencer marketing – Partnering with well-known farmers and ag influencers increases credibility. In our conversations with farmers, we repeatedly heard they are more likely to trust product recommendations from fellow producers who share real-world experiences. We wrote about the role influencers play in the customer journey so be sure to check it out.
Community
Community has always been central to rural life. Ag marketing should reflect and reinforce that spirit. Farmers look to their peers for advice and support, especially when adopting new technologies. Brands that actively contribute to and foster these communities, rather than just broadcasting messages, build deeper loyalty and trust. Here are some ways to engage:
- Forums and online communities - Farmers seek out opinions and want to hear experiences from their peers. Online forums and ag-focused discussion groups like AgTalk are great places to listen and gain insight into challenges, pain points, and how customers feel about your brand.
- Meet them where they are - Whether it’s local events, national trade shows, co-op coffee corner or online forums, showing up where farmers gather, either digitally or physically, reinforces that you’re a part of their world, not just an outsider trying to sell to them.
- Invest in education and shared knowledge - Host webinars, field days or live demo events that go beyond sales pitches. When you bring experts and farmers together to learn and share, you strengthen your role as a valuable member of the ag ecosystem.
The ag industry isn’t standing still and neither should your marketing strategy. Farmers are adopting new technology on their farms and in their buying decisions and their expectations for digital engagement are higher than ever. If your marketing efforts are evolving alongside them, you risk getting left behind.
Put our deep knowledge of agriculture and our marketing expertise to work for you. Drop us a note to get the conversation started or check out our case studies to see how we have helped others reach their goals.
