Ask someone who works for an agency and they can tell you how complicated it is to have a good brief that contains the precise ideas of what the client needs or if you lead an area such as market research, you will not let me lie that being clear about what is intended from a survey or research is as complex as the research itself.
That is why I invite you to explore some concepts that challenge organizations and where Marketing particularly plays a leading role.
Digital: This is the most sexy concept, but what is digital? In some cases, the conversation turns to platforms for connecting with customers, such as social media, internet portals, and even messaging systems.
In other cases, all customer management, data from CRM platforms, interactions on contact sites or apps, as well as information from billing, are handled under the digital concept.
In AgroMarketing, it is also common to refer to the digital environment when talking about the predictive tools of a crop in terms of its yield, the management of drones for pest control or plot monitoring, the management of historical data of hectares and applications for risk management in crop marketing, and all of this makes a group of solutions of great value to farmers.
Technology: As I briefly stated in a column I published called 5 ways to improve communication, there are different ways to visualize what this narrative attribute refers to. This concept can be attributed to tools such as telephones and computers, while others refer to machinery and equipment for agriculture, such as irrigation systems.
It is not uncommon that the research and development of next-generation genetic products is also associated with the concept of agricultural technology, such as the incremental yield of new hybrids or pest control products and even fertilizers.
What to say about the machinery that has replaced the use of animals in the field and in this same sense, the use of technology to monitor the physical state of the cattle, the milk production or the digestibility of the animals is remarkable. Simply amazing. But then, is it a concept of technology, digitization or innovation?
Sustainability: Although it is extraordinary that this factor reaches the conversation of the agricultural business, adequately occupy the resources available in the field, it is the logical reference tied to this concept. Carbon credits that reward the adoption of sustainable agricultural practices, monetize the positive impact on the environment, as well as the commitment of large organizations to have zero CO2 emissions in the coming years, are elements of discussion that compete with the objective of eliminating the carbon footprint of the events that take place.
Although it is still a field of much confusion, it is not badly received by the public, since it is typically associated with actions of environmental responsibility without necessarily being clear what they consist of. This is really fertile ground to be explored.
Improving lives: One of the most used emotional concepts in the field of agriculture is the promise of improving the lives of communities. In some cases, the specific commitment to produce more food with fewer resources for more people seems to have a clear conceptual value. However, what would you tell me if, in addition to profitability, the use of a certain product could improve your life? What do you think?
In some cases, we refer to economic prosperity, in others, we mean that children do not work in the fields or that the conditions of an entire town are improved if food self-sufficiency is achieved. It can be all of the above. Part of this complexity of concepts is evident in the Brazilian fable known as the businessman and the fisherman.
SOWING REFLECTION
There are no right or wrong answers, my final reflection focuses on the urgent need to choose a clear and forceful narrative path so as not to confuse the audience.
I am in favor of attending to those clients who are informed and have very specific requirements, since I believe that they lead us to improve our value proposition and do our best to serve them, however I cannot fail to point out that the trends (not to say fashions) focused on to organic products, that are not genetically modified (Non GMO) and similar, do not necessarily respond to a market need but to the belief that these products are better just because they were told or believe so.
Conceptual confusion is not only the responsibility of the brands, but customers also have a leading voice in this regard, as I do not hesitate to tell you that sometimes they do not know why they ask for what they ask for, at least not in an informed way.
What do you think? I keep reading it on @soyjuanbecerril