What’s changing faster, agricultural technology or agricultural marketing? Whichever way you lean, the speed of change has to be met head-on with the latest thinking, technologies, techniques and tactics. Agricultural marketing companies must be adaptive, because state-of-the-art agricultural equipment and software are constantly—and rapidly—evolving. The barrage of iterative improvements and entirely new products creates a wall of noise that those in agricultural and agribusiness, and those marketing them, have to find strategic, effective and creative ways to break through.
Balance Generational Preferences and Perceptions
Complicating matters: a generational shift in how marketing is delivered, perceived and acted upon. Younger decision-makers are moving up in the ranks. More established decision-makers remain in leadership roles. These growers, suppliers and producers may approach things differently, from marketing services and products to vetting business partners and navigating relationships. How do you get one’s attention without alienating the other? Targeting both is a balancing act, but it’s also quite doable with the right strategy, tactics and execution in place.