Marketing to Farmers 2021
Understanding farmers’ behaviour online and getting your marketing to farmers right.
Following a survey of over 300 British farmers, our Marketing to Farmers Report 2021, looks to understand how farmers are using online for their business. The agricultural industry is often perceived as being behind the times when it comes to technology, the internet, and consumer behaviour, but that is just not the case.
Many great agricultural and rural businesses get stuck in the trap of thinking of your ‘traditional’ farmer, whatever that may be. But, farmers are using the latest technology – we’d argue that they’re in fact more advanced than most! And farmers of all ages have buying influence, therefore we can no longer look at farmers as being ‘traditional’ or ‘old-school’ even if this may still be true for some.
As a business with farmers as your core audience, understanding what farmers want from you, when they want it and where is the basis of an effective marketing strategy.
Our Marketing to Farmers report highlights some key shifts that have happened over the last 5+ years that must be taken into consideration. All the respondents to the survey stated that they use the internet in some way, with 96% using the internet daily to conduct business. Considering recent events, this factor has only been accelerated and highlights the importance of digital and communicating with customers online, as well as offline.
Over the last 5 years, the number of farmers buying or selling online has increased by 148%.
We are also starting to see a significant shift in behaviour from 60% of farmers regularly using farm consultants for information and advice, to 39% choosing to use farm consultants regularly. This figure has decreased by 35% over the last 5 years.