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Nov. 28, 2016 blog by Bader Rutter: Understanding media preferences and information habits of the ag audience starts with research. Wi-Fi hotspots and billions of Facebook users are indicative of how technological innovations can continually alter the communications landscape. From the first laptop to email notifications on an iWatch, we have seen the development of a seemingly infinite multitude of ways to communicate. Today, channels available to agricultural marketers have never been more numerous. Of course, there are the longstanding outlets such as magazines, radio and direct mail. But increasingly, we see internet, satellite programming and social media staking their claim in the marketing mix. The bottom line for any marketer is knowing what marketing channel is the most effective. But which channel do you choose? In 2004, would you choose MySpace or Facebook? And who would have thought that 140 characters would be a major social media trend? Bader Rutter launched the Future of Communications Audience Insights Study (FOC) in 2010 to give us insights into agricultural marketing trends and the marketing vehicles that are the most effective in reaching specific audiences. Not only has this biennial study given us a valuable understanding of the changing marketing communications landscape in agriculture, it's provided us a wealth of information on how we, as marketers, can serve our clients by developing effective marketing efforts that use these tools in an efficient manner. In our first FOC study, we were already seeing a fragmentation of media consumption. The internet was maturing, mobile communications platforms were on the rise, and social media was changing the marketing landscape forever. What were our key findings? Trade print was the top channel for information, retailers were highly important in the decision-making process and digital media was a close third in importance. Social media was just starting to show its face, with Facebook and YouTube the two key social media channels. In our second study, in 2012, we saw that technology was dramatically increasing people's ability to interconnect. Social media continued to explode, along with the increased importance in the content that it provided. Media usage trends in that survey mirrored what we saw in 2010, with trade print being the top source for growers and producers, and retailers remaining a key influencer. However, digital marketing sources moved closer to the No. 2 spot, showing that the digital trend was not going away. Mobile continued to grow, with 43 percent of the growers using smartphones to help run their business. And 50 percent of the respondents indicated they were using social media, with 35 percent mentioning they used Facebook in their business dealings. Fast-forward to our third FOC study, in 2014, and the use of smartphones became an entrenched trend. The study's focus was modified to concentrate on the audience's media choices and gather information on the consumption of media. More than half of the survey respondents indicated that they were actively using smartphones to run their operation. Moreover, 65 percent had witnessed tablets being used during sales presentations, and 67 percent found them useful to extremely useful. And 88 percent were using a desktop or laptop computer to run their operation. While online, 78 percent of the growers identified information searches as their top activity, and 68 percent indicated that they viewed online versions of trade publications. Trade magazines remained the No. 1 resource, with 86 percent of the respondents turning to print as a source for information. Social media also started to become more common, with 37 percent of the growers indicating that they used social media for business purposes and that 65 percent of their social media activity related to active searches for product or brand information. This year, the fourth installment of the FOC study further amplified the changing marketing communications landscape. While trade print continued its dominance, with 92 percent of the respondents listing it as an information source, mailings moved up to No. 2 in the survey. Agronomists were named the top influencer (60 percent extremely to moderately influential), followed by retailers and dealers (55 percent extremely to moderately influential). Cross-channel consumption is also becoming an important part of our study. There are numerous sources for information, but it's important to hone in on exactly which channels work the best for each audience and the message that resonates the most effectively. In response to changes in media consumption habits, we have identified some trends worth watching. These include expansion of programmatic advertising, social media becoming a superior direct marketing channel, the continued growth and maturity of mobile communications, account-based marketing, and integration of marketing technologies into marketing clouds. This is some exciting information that will help guide future marketing communications efforts in a more effective and efficient manner. In future FOC study updates, we'll be sharing our research regarding social media, sources growers turn to when learning about new products and services, and cross-channel consumption habits. The FOC study continues to be an important investment for BR. Using this data helps to hone messages and deliver information via the numerous channels available. While some channels have shown to be more effective, a clear conclusion is that developing a marketing communications mix that uses channels specific to the audience and message remains as relevant as ever before. And our ongoing research helps us guide these decisions without jumping onto the latest fad. Tweet |
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