Standing at the door of a vegetable greenhouse, the manager of a company in the fruit and vegetable industry asks me:
Does what you call Online Marketing work well?
It all depends on the resources, strategies and work team - I replied.
Marketing online is not an easy task. And much less, that it is successful. There are a multitude of tools and technologies, but also many ways to go wrong.
It is not about doing Online Marketing, the objective of agri-food companies should be to do Marketing in the Digital Age ”
One of the strengths and advances in online marketing is being able to analyze and measure your success or failure in a specific way. Despite this, both in the agricultural sector and in the fruit and vegetables sector, according to my data and experience, more than 85% of those “responsible for marketing” do not spend time or do not carry out the traceability of the effectiveness of marketing strategies in the different online channels.
What good is so much effort, resources and investment if you can't pick up the boomerang that arrives back to you. I would say that the lack of professionalism that manifests itself in the agricultural and fruit and vegetable sector in relation to the handling and management of digital fruits is already worrying.
What has to happen so that the managers put in the hands of digital experts the identity and image of your company?
On the internet of things, we show who we are, what is good and what is bad. Everything comes to light, very fast and reaches unexpected levels.
In walking through agri-food companies, actively listening to marketing people, I always ask an open question: what are the online tools that seem to give better results? The answers are very diverse and without a clear order. As a summary I want to expose them for a better understanding of this information.
There they go!
- Email marketing. There is a high use of this tool, with a success allocation close to 58%. But, there is an incongruity to think. It is curious that, although they mention that the sending of email is positive, only 56% claim to measure the open rate and conversions, putting B2B in the field next to it. b. Any digital strategy based on the web or landing page has a 50% result. But, only 2/3 of those responsible for marketing crawl their website. c. If we talk about less effective actions are those carried out on Facebook, Google+ and Twitter. Important! Only 12% follow closely, at a short distance and monitor the social network facebook.
"In the agri-food sector, the results of digital actions and metrics are playing on different teams."
Is now. It is time to think digitally in a comprehensive way, with the precise need to know what we are doing, where you want to go, how it is going, not to seem but to do and not to be.
