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Agrimarketing : January February 2008
keters to establish a personal rela- tionship with potential customers. Technology innovations also have provided marketers and cus- tomers alike with choices in market- ing approaches. For example, cus- tomers can proactively choose to receive marketing messages about a particular product or service or opt to not receive these messages. Addi- tionally, using more comprehensive data provided in new databases, marketers can hone their prospective customer list and personalize mes- sages to suit a specific audience. To be most effective, advertising agencies must be able to utilize new media channels, such as e-mail, text messaging, Web sites, Webcams and other online technologies, along with traditional communications vehicles. The Osborn & Barr Digital Marketing Department, established in 2006, has collaborated with the agency's public relations, media and creative teams to seam- lessly use these new technologies and media vehi- cles with more traditional com- munications to ensure a true, integrated approach to reach- ing customers. KNOWING THE CUSTOMER Relationship marketing as a concept is here to stay. The principle of under- standing customer behavior in order to pursue mass customization has become more and more important. It is an enterprise-wide responsibility. If customers are to be treated as indi- viduals, it is vital that the technology processes are driven by marketers who understand the complexities of handling customer relationships. This means that it's no longer sufficient to know a name and address or number of acres planted. Marketers must learn from other producers, proces- sors, or even people outside agricul- ture to ensure the profile of the target is truly understood. The role of marketing staff has never been so important. Technology is a valuable tool in the application of CRM, but having a data warehouse is simply not enough to guarantee a suc- cessful CRM program. True CRM requires the integration of both disci- plines, where business acumen is the ultimate CRM tool and building the bond with your customer is absolutely critical. Translated literally, the term CRM intimates that the sender has the control. But this balance will shift in the future, as consumers take con- trol of their personal information and understand their value to orga- nizations. Information-aware indi- viduals will trade their details with organizations that acknowledge the value of customer data and have the capacity to act on that information. CRM will evolve into a more partnership-oriented approach where the cost of switching will be measured not only in financial terms but also in terms of diminished con- venience through loss of under- standing. GETTING TO KNOW YOU by Janis Jones, AdFarm, Kansas City, MO email@example.com Whether it's with your spouse, sibling, co-worker or employer, strong rela- tionships just don't happen. They take --- in fact, demand --- mutual interests, open communications and a consistent effort between both parties. The same is true for agricultural marketers. Just talking about being customer-focused is much different than being customer-focused. So how can you, your company or brand build better relationships with your customers? It all starts with knowing your strengths and what's of interest to existing and potential customers. From there, you need to identify your customer base and match individual customers to those strengths. Consider these factors: What made customers purchase brand X last year? What level of interest did they need to express before buying? What will keep them interested in extending the relationship? And how can you as a marketer gather this January/February 2008 AgriMarketing 61 (more on page 62) Larsen The most accurate ag data in the country. Farm Market iD is recognized as the most accurate and cur- rent agricultural database in the country. We specialize in providing data for companies who want to sell to the ag industry or rural lifestyle market. Our extensive database is unique as it is exclusively sourced through gov- ernment records. This is a clear advantage to marketers as data from other providers mainly comes from farm magazine circulation lists. That's why dealers, ad agencies, and the leading ag companies have depended on Farm Market iD data solutions for over three decades. If you mean business in developing data driven programs, contact us for the best data in the business. Farm Market iD Harvesting the best data in the country. 1 Oak Hill Center, Suite 301 Westmont, IL 60559 Phone 800.313.4778 / Fax 630.654.4470 Web: www.fmid.net
2008 Marketing Services Guide
Crop Life America