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The Market Changed. Marketing Has To Change Too. Ag marketers are being asked tougher questions than they were just a few years ago. Budgets are tighter, finance teams want proof of impact, AI is accelerating campaign execution and the data infrastructure many marketers relied on . . .
Instead, she made the case that strategic patience is becoming a competitive advantage. Not because slow is better, but because thoughtful work builds trust, and trust is what drives decisions. Marketing Is Operating in a Faster, and Louder, Environment Today’s...
Marketing campaigns rarely fail because of the creative missing the mark. They fail because they are measured against the wrong objective. Too often, performance is summarized in a single number: click-through rate. CTR is easy to report, easy to benchmark...
Every dealer hears it:“What’s the most reliable tractor you sell?” It sounds like a product question. It’s actually a trust question. Farmers aren’t asking you to crown a winner. They’re asking whether this decision will cost them time, money, or...
For many years, click-through rate was the primary metric used to judge digital performance in agriculture. Today, it no longer tells the full story. Farmers are searching differently, using AI-assisted tools, voice search and quick-scan platforms that often answer their...
The world is searching for information a bit differently these days. Gone are the days of winning the click (traditional SEO). The game now is centered on winning brand authority and trust (modern AEO, answer engine optimization). In a world...
What Ag Suppliers Must Know to Stay Ahead in a Rapidly Changing Industry Agriculture is in one of its most consequential periods in decades. Today’s farm economy is under prolonged financial strain that is reshaping how growers make decisions, a...
If you’re already using programmatic advertising, think about your last few campaigns. Have you used the same strategy to reach your agriculture audience? Or have you changed your approach and tactics to keep things fresh? Between busy schedules and pressure to get results, we all . . .
Well, let’s compare it to buying a pair of shoes. You can go cheap, but you know those shoes aren’t going to last long. If you only need them for a special event, well, they’ll do in a pinch. Or...
Events also provide an important means of reaching the audience directly because, well, you know that some of the people you want to reach will be there–all in the same place. That’s why programmatic geofencing has become such a popular...
Endemic advertising focuses on placing ads in media that is relevant to the content. Using this approach, your ag-related ad would appear on ag-related sites. For example, at Farm Journal, we offer endemic advertising on the industry’s leading agriculture sites,...
But are all vendors that offer programmatic advertising pretty much the same? Hint: They’re not. Capabilities differ quite a bit. If you’re hoping to reach an agriculture audience, you need a vendor that knows how to do it. Unlike marketing...
Some companies take a similarly wasteful approach with their marketing campaigns. They rely on guesswork, using third-party data and look-a-like audiences in hopes of reaching the farmers or ranchers most likely to be interested in their products or services. The...
While CTR is, no question, an important measure of how successfully you’re driving traffic to your website, consider that the rate of clicks per impression only accounts for 0.5% of all impressions. For a clearer understanding of your campaign’s success,...
