Digital Content on the Customer Journey in Agricultural Business
Digital Content on the Customer Journey in Agricultural Business

Author(s): Nikolay Koychev Vankov
Subject(s): Economy, Business Economy / Management, Agriculture, Marketing / Advertising, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: marketing funnel; digital content; customer journey; marketing funnel components (before, during and after purchase)
Summary/Abstract: The report explores the pivotal role that digital content plays in shaping consumer behavior in the agricultural business sector. It underscores how digital content impacts the entire customer journey, from the initial exposure to a brand, through the decision-making process, to the eventual purchase and ongoing consumer engagement. The research delves into the marketing funnel, a key model for understanding how businesses can guide potential customers through various stages-awareness, interest, evaluation, decision, and loyalty-ultimately transforming them into loyal advocates of the brand. In agribusiness, where traditional practices have long dominated, the integration of digital strategies has become indispensable. The report identifies several strategic components of the marketing funnel that agricultural enterprises can leverage to optimize their digital presence. These components are essential not only for attracting new customers but also for maintaining long-term relationships with them. By utilizing various digital channels such as social media, content marketing, search engine optimization (SEO), and targeted advertising, agricultural businesses can engage their audience more effectively at different stages of the customer journey. One of the core findings of the research is the importance of creating a cohesive digital strategy tailored to the specific needs of agricultural businesses. This involves selecting the right mi of digital channels and tools to reach potential customers, raise awareness, and eventually drive conversions. The study emphasizes that, in today's fast-evolving digital environment, agricultural enterprises cannot rely solely on traditional marketing techniques. Instead, they must adopt digital tools that allow for better personalization and interaction with customers. This not only enhances customer satisfaction but also builds stronger brand loyalty. Furthermore, the report highlights the critical role that innovation and technology play in modern agribusiness. The adoption of cutting-edge technologies, such as data analytics and automation, can significantly enhance the effectiveness of digital marketing campaigns. Investing in analytical tools allows businesses to track consumer behavior and finetune their marketing strategies for maximum impact. In addition, training staff in digital technologies is key to ensuring that these strategies are implemented effectively. In conclusion, the report recommends that agribusinesses expand their digital presence by adopting innovative technologies and developing comprehensive digital marketing strategies. This includes investing in tools that provide insights into consumer behavior and offering training programs to build digital competency within the workforce. By doing so, agricultural enterprises can improve their competitiveness, foster customer loyalty, and thrive in the rapidly changing business environment.

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