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Digital Marketing in Agricultural Sector

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016

Author

Listed:
  • Bojkić, Vedrana
  • Vrbančić, Marijana
  • Žibrin, Dragutin
  • Čut, Martina

Abstract

The agriculture industry has the lowest percentage of content marketing adoption – 78% compared to the average 88% across all other industries. This is not to say that the agriculture sector is slow to adapt. Instead, it shows that non-digital tactics are more important in this industry. Many businesses in this sector still run successful content marketing campaigns, often using a mixture of online and offline techniques to provide something of value to their existing customers. The marketing of agricultural products is regarded as unique and deserve a special attention. The key objective of digital marketing is to promote brands, build preference and increase sales through various digital marketing techniques. In our survey, we wanted to show that digital marketing represents a huge opportunity for Agri-marketers. We took a sample on 200 student respondents to find out their knowledge about agricultural applications like Ag DNA, Agren Soil Calculator, AgriApp, Agric business, Agricultural chemicals, Agro Guide, Agri Market, Agricultural Policy Research, Climate App., Cropalyser, GPS Fields Area Measure, Organic Farming, Precision Agriculture, TigerSul Nutrient CalculatorTiger-Sul Nutrient Calculator, Vrain, Vegetable farming, VRPETERS (Vehicle Rollover Prevention Education Training Emergency Reporting System), etc

Suggested Citation

  • Bojkić, Vedrana & Vrbančić, Marijana & Žibrin, Dragutin & Čut, Martina, 2016. "Digital Marketing in Agricultural Sector," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2016), Rovinj, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016, pages 136-141, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr16:183710
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    File URL: https://www.econstor.eu/bitstream/10419/183710/1/19-ENT43-Bojkic.Vrbancic.Zibrin.Cut-136-141.pdf
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    Citations

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    Cited by:

    1. Madhu Khanna, 2021. "Digital Transformation of the Agricultural Sector: Pathways, Drivers and Policy Implications," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 43(4), pages 1221-1242, December.
    2. Salvi, Antonio & Vitolla, Filippo & Rubino, Michele & Giakoumelou, Anastasia & Raimo, Nicola, 2021. "Online information on digitalisation processes and its impact on firm value," Journal of Business Research, Elsevier, vol. 124(C), pages 437-444.
    3. Ndekwa, Alberto Gabriel & Kalugendo, Elizeus & Sood, Kiran & Grima, Simon, 2023. "An Analysis of Agribusiness Digitalisation Transformation of the Sub-Saharan African Countries Small-Scale Farmers' Production Distribution," Research on World Agricultural Economy, Nan Yang Academy of Sciences Pte Ltd (NASS), vol. 4(3), September.
    4. Hösl, Maximilian & Kniep,Ronja, 2020. "Auf den Spuren eines Politikfeldes: Die Institutionalisierung von Internetpolitik in der Ministerialverwaltung," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 29(3-4), pages 207-235.

    More about this item

    Keywords

    agricultural products; applications; market; digital marketing;
    All these keywords.

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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