Agrio helps farmers with high-quality and personalized content. It's about ensuring that the farmer gets exactly the information he is looking for or the knowledge partner reaches exactly the farmers who are considering making a particular purchase. To distribute both information and marketing messages in the most targeted way possible, Agrio makes optimal use of data.
Solutions & results
Integraal customer view
From outbound to inbound
Customized information
Better service through online and offline channels
New revenue models
High-quality and personalized content
Agrio is a trade publisher focused on the agricultural sector. Because the information needs of farmers vary greatly by sector, from large-scale arable farming to small-scale livestock farming and all its variations, and there are also major regional differences, Agrio publishes many titles that target specific audiences. But the individual farmer is interested in more than one topic, for example, in a certain type of products, means of production and implements and in regional information. Moreover, there are also topics that transcend sectors and regions, such as planning, climate and manure. Previously, each magazine had its own database of customer data, which made it difficult to put together a tailored, relevant offer. This is why Agrio has invested in the Ternair Marketing Cloud that makes it possible to combine all data and thus engage in data-driven marketing.
Arjan Goorman, Head of Marketing at Agrio: "We want to capture as large a market share as possible, both among readers and advertisers. To achieve that we maintain a good value for money and try to be smarter and more innovative. Some time ago, we saw that data-driven marketing was essential for further growth. More or less by chance, we talked about this with someone from Vakmedianet in Doetinchem.
New business models
Good software is not the only thing needed to do data-driven marketing. The product portfolio, strategy and organization must also be overhauled. "We now use very different revenue models," says Arjan Goorman.
"For example, we now organize forty events a year, which used to be six to eight. Because we can now link visitor data to subscription data, we can create much more precise profiles. That is not only good for the readers and visitors, who get more relevant offers, but also for the advertisers and event partners, who know much better what the visitors are interested in. You can also see that other visitors are coming to the events: they are very targeted in their search for information and certain products."
Now all data are linked, such as company data, website traffic, response to mailings and conversations with customer service. Goorman: "That is not only interesting for marketeers, but also for the various editorial departments: they can now immediately see what is going on among the target group and can explore those themes in greater depth in the monthly trade magazines."
By combining the data from different titles, you no longer overlook a potential interested party and you therefore increase the potential reach considerably. But often the matches are not at all about the size of the reach but the quality. It is about the farmer getting exactly the information he is looking for or the knowledge partner reaching exactly the farmers who are considering making a certain purchase.
After a year and a half, the impact is clear:
"We were push-oriented. That's outdated. We now work inbound: we first identify the information needs of our readers and advertisers and adjust our offerings accordingly."
