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PAULSEN MARKETING RELEASES NEW STUDY ON COMMUNICATION TOOLS IN AG
Nov. 22, 2010
Source: Paulsen Marketing news release
Smartphones, mobile apps, iPads -- how are they affecting ag marketing? Paulsen Marketing veterans Sara Steever, VP, digital services, and Kristi Moss, media director, teamed up to interview producers to uncover why, when and where they are adopting new communication technologies. The results may give you a different perspective in tailoring your marketing campaigns.
In the study, "Adoption of Communication Tools in Agriculture," Paulsen randomly selected 25 farm families to ask how they use communication technology in their operations. Factors like operation size, gender, age or experiences outside of the operation would seem to have an effect on the adoption of communication technologies. And these interviews reveal a glimpse into how big of an impact these factors are playing.
One of the marketing takeaways includes the ever-increasing use of smartphones, and age is not always the telltale sign of when a producer adapts to this technology. Of course markets and weather are the biggest draw, but more and more product research is happening at this level.
In all, the study exposes five factors to consider in driving communication strategy in the future. You can find the results at www.agribranding.com complete with interview excerpts from producers of different ages and backgrounds sharing what's really happening on their operations. Paulsen also has a number of other studies available on its website at www.paulsenmarketing.com/agrithoughts.
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