Tips for navigating the digital landscape
Digital media is an ever-evolving landscape, where innovative campaigns can elevate brands and spark conversations. Noteworthy consumer campaigns like Dove's reverse selfie initiative, Airbnb’s “Made Possible by Hosts” campaign and Sephora’s ability to blend online and in-store experiences demonstrate the power engaging digital media strategies hold in our culture. However, these strategies aren’t just for the consumer realm. Agriculture brands can take a cue from consumer experiences to create impactful farmer marketing plans.
We always remind our clients that farmers are consumers too. Ag marketers can draw inspiration from the consumer space and utilize digital marketing to reach target audiences with effective strategies. We’ve cultivated the following use cases and offer tips and advice to incorporate into your digital farmer marketing strategies.
SHORTER VIDEO ADS: CAPTURE ATTENTION IN SECONDS
Let’s face it, we are all bombarded daily with content and ads. Some in the marketing world point to a stat indicating we are hit with anywhere from 4,000-10,000 ads per day while others push back, arguing that number is impossibly high. Regardless, most agree there is a lot of clutter, so brevity is key. Shorter video ads that are succinct and engaging resonate better with audiences, capturing consumers' attention swiftly with lasting impact. When compared to static images, short videos tend to garner higher levels of engagement. SproutSocial reports that 66% of consumers say that short-form video is the most engaging type of content.
Farmers report high consumption of video content. According to Successful Farming’s 2022 Farmer’s Use of Media study, 90% of farmers said they watch short online video content, such as news, sports, highlights, how-to-videos and product reviews. Video represents a big opportunity for brands to capture the attention of farmers with short-form ads that link back to a brand or product website for more information. Once on your site, it’s an opportunity to nurture visitors through the customer journey.
AUDIO ADS: CONNECT ANY TIME
Increasing the use of audio ads provides an opportunity to reach farmers as they spend hours in their cabs during long days in the field, whether through radio broadcasts, online streaming or podcasts. Audio ads in these channels offer sponsorships and tailored digital targeting opportunities. In a previous blog post outlining the benefits of including radio in the marketing mix, we shared that 83% of adults in the US listen to the radio each week. But audio ads aren’t limited to the AM or FM dial. Online streaming and mobile radio apps, like Audacy or iHeartRadio, can reach numerous stations and formats which gives advertisers enhanced targeting opportunities.
Podcasts are becoming more popular; not only are the number of ag-related podcasts growing, but listenership is increasing. The Successful Farming study also showed 48% of farmers listen to podcasts and 60% listen to other streaming audio, such as music, on a weekly basis. Regarding ag media use over time, podcast listenership grew significantly in 2022 jumping from 35% in 2020.* Diving deeper into those numbers makes a good case for considering podcasts. Of those who listen to podcasts, a whopping 78% listen to ag-related podcasts.
ARTIFICIAL INTELLIGENCE (AI): ELEVATE TARGETING
Leveraging AI revolutionizes ad targeting and personalization to amplify campaign effectiveness. Beyond traditional demographic targeting, AI considers factors like user intent and context, leading to more refined audience sets.
With third-party cookies expected to go away next year, AI can also be used to track a user’s behavior and interests across multiple devices. This can help brands deliver more relevant ads to their target audiences. Take Best Western for example. According to this HubSpot blog about AI advertising, the company worked with IBM Watson advertising to create AI-powered ads to reach and engage consumers planning travel around peak holiday weekends. Using IBM’s AI tool called Conversations, consumers received real-time advice, tips and inspiration for their trips. IBM reported a 48% lift in visits to Best Western Hotel and Resort properties as a result of the ads.
Predictive analytics, which can analyze large datasets to predict behavior and preference, also allows companies to step up their targeting. By examining past interactions, such as website visits, content engagement and purchase history, AI algorithms can identify patterns and trends. With ag brands in mind, AI could determine when a subset of farmers tends to purchase certain types of equipment so equipment manufacturers can tailor digital ads and content to align with these seasons. This personalized approach increases the likelihood of meaningful engagement that captures farmers’ attention and drives conversions.
SHOPPABLE ADS: STREAMLINE PURCHASES
Shoppable ads simplify the purchasing process, allowing users to buy products directly from the ad without navigating to another website. On platforms like Facebook and Instagram, shoppable ads empower brands to drive quick sales while offering a convenient purchasing experience.
Designer Shoe Warehouse (DSW), for example, makes it easy to find a pair of new shoes without leaving its social channels. With shoppable ads, brands can generate quick sales while providing a quick and convenient shopping experience audiences are looking for. Check out the example from Facebook.
According to McKinsey & Company, roughly 50% of farmers say they are willing to buy agricultural products online and twice the number of farmers prefer online when repurchasing familiar items. Although farmers do rely on sales reps for product information, expertise and value, e-commerce can provide them with ease of ordering and a good bargain.
PERSONALIZATION: NUTURE MEANINGFUL CONNECTIONS
Personalization remains one of the most important trends in digital advertising. Using data, brands can target audiences based on demographics, interests, and past purchase behaviors. For example, placing pixels on a brand's website provides very specific, but anonymous and privacy law-compliant tracking data that brands can use to hone in on the most valuable target audience. This helps ensure brands are reaching the right audience with the right message.
Expedia does this well. After searching the travel site, visitors are served a customized ad in their social feed encouraging them to act on the place they searched. Tailoring marketing messages and content can help brands increase engagement, improve conversion rates, and increase sales.
Ag brands can create similar experiences by adding pixels to their website and using that data to re-engage farmers who have previously interacted with the brand with ads featuring exclusive discounts, promotions or other incentives. By addressing farmers’ previous interests and actions brands create a more personalized experience that encourages them to take the next step in the purchasing journey.
GAMING: INTERACTIVE ENGAGEMENT
In-game ads are a new way to reach audiences. For example, consumer brands such as Nike launched Nikeland, hosted on Roblox, where visitors can play mini-games and engage with the brand’s products and services. Ag brands can take a page from Nike’s playbook and engage farmers with virtual farming games where they can plant crops using the brand’s products, receive rewards for product purchases and view brand-relevant ads. This can build brand awareness and provide ag brands with a new way to engage farmers with their products and services.
As the digital landscape expands, agricultural brands have a golden opportunity to leverage consumer digital trends for impactful farmer marketing.
We can help you incorporate these strategies into your marketing plan and cultivate meaningful connections. Contact us to learn more about our digital media team and how we can help you with your farmer marketing strategy. Check out our case studies for more information on how we have helped other ag brands.
*Aggregated Daily, Weekly, Monthly, & <Monthly Use