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How are Ag Marketers Different than Those in Other Industries?

Millennium Research Inc. sent out some interesting facts on agricultural marketing:

They are focused on customer retention

The majority of agriculture organizations’ sales revenue (80%) comes from existing customers, which is the highest among all of the industries surveyed. Not surprisingly, one of their primary goals for content marketing is customer retention.

They rely heavily on print-based media

More than any other industry, agricultural marketers rely on print media. They are the largest users of both print magazines (69%) and print newsletters (56%). Perhaps not surprisingly, they also widely use in-person events (68%); the only other industry that has a higher level of adoption for in-person events is healthcare.

They have not widely adopted social media

Agricultural marketers use social media the least of any group (60% versus 79% on average). Related to this, they also have the lowest adoption rate for blogs (29%).

Robynne Anderson

Robynne has extensive experience in the agriculture and food sector, working throughout the value chain – from basic inputs to farmers in the field to the grocery store shelf. She works internationally in the sector, including speaking at the United Nations on agriculture and food issues, and representing the International Agri-Food Network at the UN.Throughout her career she has worked with farm organisations like the Prairie Oat Growers Association, the National Smallholder Farmers Association of Malawi and the Himalayan Farmers Association, as well as global groups, to further the voice of agriculture in the food debate. She has also worked with Fortune 500 companies growing worldwide businesses to assist them with issues management and strategy decisions.

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