If you are advertising with Google, FB or Twitter, you’ll want to hear this opinion
February 5, 2017, 10:30 pm
Filed under: Social Media

“There is no sustainable advantage in a complicated, non-transparent, inefficient and fraudulent media supply chain.”
Marc Pritchard, Procter & Gamble

Mr. Pritchard is the P&G Chief Brand Officer. He oversees the largest advertising budget in the USA at over $7 Billion USD. He didn’t just fall off a tomato truck. Worth a read. Pass it on.

Why is third-party data still often wrong?
January 5, 2017, 8:15 am
Filed under: Uncategorized

If you are buying programmatically, you’ll want to read this.  Clearly there is still a need to ensure that vendors offering programmatic targeting provide some kind of 3rd party audit statement.  Either that or, as a buyer, you need to do some random cross referencing of individuals with other vendors.  This is all assuming the programmatic service being offered is both CASL and PIPEDA compliant for the Canadian advertising, of course


Marketers vs. Agencies
March 10, 2016, 12:26 am
Filed under: Other

A short survey of projected spending intentions for 2016 by communication channel. Some striking differences between agencies and marketers. The strategy question was particularly surprising.

No differentiation was made between the B2C and B2B worlds – so apply a grain of salt to the results as they relate to our agricultural reality.

Any hypotheses why these gaps exist? Thoughts?

Social Media Marketing, The New Toy That Could Blind Your Marketing
March 1, 2016, 9:13 am
Filed under: Social Media

It’s been a long time since I’ve posted. Very sorry. Will try to do better in the future.

Check out the analysis of social media marketing below. Ultimately the issue is the difficulty of finding a relevant audience in the B2C world.

I thank my lucky stars I work in the B2B world and not the B2C world. We are lucky that we have significant traffic in a very narrow vertical and therefore attracting a relevant audience is relatively easy (vs. B2C).

Ultimately with social media marketing, that’s the problem. By definition, it’s neither B2B nor B2C. With the notable exception of LinkedIn, is not BUSINESS media, it’s SOCIAL media. We aren’t there to make purchase decisions at all. We are there to be, well, social.

Marketing Advice: The Best of Denny Hatch
December 15, 2015, 5:57 pm
Filed under: Other

I always liked reading Denny Hatch’s zingers. He’s the Don Cherry of marketing & media. He doesn’t pull any punches.

Some of his advice leans a little toward B2C but most of it is applicable to our B2B world too. He retired last year after 20+ years of writing.

Marketing Across 3 Generations
December 11, 2015, 9:59 am
Filed under: Other, Web

Nice piece that tackles our two largest target demographics segments (by far): Baby boomers and Gen X’ers. They represent about 90% of commercial farm mangers according to our last email reader survey.

It’s always a little creepy to hear a description of your “generation”. But, as a proud former owner of an Atari 5200 game console, I’d say their characterization is pretty sound.

Content Marketing Master Class Lesson 1: Content Should Build Value
November 24, 2015, 10:05 am
Filed under: Other

With all the technological advances in agriculture, most of which demand a price premium over existing technologies, there is a lot of opportunity for effective content marketing. I.e. “here’s the problem. here’s a better solution, here are the reasons you should be ready to invest more in the new solution”. Of course, it goes without saying that the content marketer who produces this information will happen to be selling the one of the premium solutions to the problem as well.

If properly executed this can be a very powerful sales lead tool – and by properly executed I mean the content CANNOT mention the product or company with the solution directly. Doing that will only kill the credibility of the content (my $0.02).