Digital marketing requires a new content and communication strategy in agribusiness

Content, communication and marketing in the agribusiness universe have registered significant evolution in recent years, migrating from a more technical approach to an economic, business perspective. From now on, the leap will be even greater.

With rapid digitalization underway and all its consequences, the strategy that is now taking shape is that of communication built from the perspective of what the consumer and, especially, the citizen wants, thinks and values, with a more “urban” footprint. dealing with the creation of brands, moving from a quantitative scope to a qualitative dimension, in fact, one of the great challenges of the sector as a whole. Adding value in agribusiness does not only have to be in products, but also in messages.

This new content, new agribusiness communication starts to incorporate the perspective that the final objective is retail, the consumer's table, people's well-being, and no longer just production alone, the coming and going of bags, or shipping costs more. 

This new strategy needs to highlight principles and attributes linked to the environment, social responsibility, health security, traceability, convenience, practicality, healthiness, location, process, “status”, among many other differentiation issues.

The right agribusiness communication for this increasingly urban world must be anchored, primarily, in digital platforms and in messages that deal with topics that are of interest to people in cities – and today the interior is increasingly urban.

To be efficient, agribusiness communication as a whole will increasingly have the role of being a citizen communication, an educator, an “educommunication”, both in the sector's internal flows and abroad. A practical example where this approach can be applied is, for example, in the challenge of explaining to society the use of Science in agriculture. 

Agribusiness brands that follow this trend will come out ahead, because they will be forming alliances of public interest, where the collective stands out over the merely private.

 By Ronaldo Luiz, communications professional with more than 15 years of experience in agribusiness, and director of ComResultado Conteúdo & Comunicação: www.comresultado.com.br