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Agrimarketing : January-Febuary 2010
Angie Skochdopole, Senior Director of Media Services for AdFarm says, "The study validated that growers/producers are strong users of the internet --- and the higher the income/acreage, the higher the usage --- while not new information, this study did offer more nationally projectable data than other studies currently available. I use the data to provide strategy and rationale to my clients when I recommend digital advertising in the overall media mix. "It is also of value to me because it includes information on what the growers/producers go to the internet for --- as well as how often," she explains. "It also proved how important a strong Search Engine Marketing/Search Engine Optimiza- tion strategy should be in our digital media recommendations to clients." Haller says, "It takes a true media mix to get the job done. Based on this most recent study, the internet is definitely an active medium for up to 50% of the producers and almost a necessity if not definitely one, for marketing to today's producer. "Yet in order to communicate to the most producers a traditional mix of print, farm radio and TV, if affordable, and the internet is hard to beat. The message plays a key role as well of course, in that some messages play better on different media. The savvy marketer has to play those angles as well using a media mix to drive sales." Skochdopole says, "The study briefly touched on social media. While that was not the focus or goal of the study, it did offer a glimpse into the current landscape. "But, in my opinion, we still do not know the true breadth and depth of social media engagement among ag audiences. We suspect that it runs far deeper than what appears on the surface, but an independent study on internet use habits and social media use habits would be very beneficial to the ag industry. There is still a lot to learn," she concludes. AM INTERNET USAGE/continued from page 23 MEDIA USAGE $500K+ % Respondents Yes No In the last month did you send or receive a text message using a hand-held device? 29% 71% I use "Twitter," a text-based social networking service 2% 98% Yes, I participate in agricultural blogs by entering my own thoughts or responses. 5% 95% Yes, I belong to an "online community. 5% 95% Yes, I have participated in or viewed a webinar. 14% 86% I have accessed social networking sites, such as "MySpace," "Facebook" or "Linked in." 13% 87% LOCATING WEB SITES $100K+ Find web sites via magazines 30% Have gone to a web site because of a radio mention 29% Occasionally go to or find specific web sites as a result of seeing the site mentioned or referred to in other ag info and news sources 27% Find web sites via friends or family 15% Regularly go to or find specific web sites as a result of seeing the site mentioned or referred to in other ag info and news sources 13% Seldom go to or find specific web sites as a result of seeing the site mentioned or referred to in other ag info and news sources 13% Find web sites via newspapers 6% Find web sites via other web sites (links) 5% Find web sites via e-mailed links 4% TEXTING Gross Farm Income $100k+ $500k+ Sent or received a text message within the last 30 days 18% 29% Send or receive multiple texts per day 7% 13% Subscribe to farm information texts 4% 8% STUDY'S METHODOLOGY Ag Media Research President Ron Claussen, who conducted the study, reports: In order to achieve an accurate distribution of survey respondents, the survey used tele- phone interviews and established proportionate quotas for each of the 48 states in the surveyed area. The target audience was producers with $100,000+ Gross Farm Income (GFI). Using data from the 2007 Ag Census, each state was assigned quota for com- pleted interviews based on a states representation of the 356,554 producers in the U.S. with $100K+ GFI. For instance, Illinois has 6.53% of these producers. Therefore, 6.56% (146 of 2,225) of the interviews were from Illinois. The study's sample was provided by Farm Market iD, an independent third party, at a 12:1 ratio. Also, sample for each state was ordered proportionately by county. Calls were made randomly from each states sample. During the interview, producers were verified as having $100K+ GFI. As a comparison, the USDA study on "Farm Computer Usage and Ownership" (August 2009) said 76% of the $250K+ GFI farms had Internet access. The NAFB Internet Usage Study (August- September 2009) said 77.5% of the $250K+ GFI farms had internet access. AM 24 Agri Marketing January/February 2010
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