Ag Marketing in a Changing World: What Today’s Farmers Need from Brands

At Mod Op, our years of experience in the agricultural sector have given us a keen appreciation for the resilience of America’s farmers. It’s just in their DNA. But today, farmers, ranchers and dairy producers are grappling with a bushel of challenges, including drought and water availability, high input costs and profit pressure, regulatory and environmental challenges, labor shortages, trade uncertainty, and general market volatility.  

As if that weren’t enough, farmers are constantly bombarded by content, messaging and advertising. For National Ag Day, we wanted to look at ways for brands to effectively reach farmers, and what they need to understand about the demands facing agriculture as well as the opportunities they offer. 
 
 

Challenges Facing Farmers 

First of all, there’s the weather. Our key agricultural regions, including the Great Plains, California, and the Southwest, continue to face ongoing drought conditions and water restrictions that negatively impact production.  

Rising input costs for fertilizer, fuel, seed, and crop protection products also cut into profit margins. Livestock producers are feeling the pinch, too, thanks to high feed costs. And as interest rates have climbed, it’s more expensive to finance equipment, land and operating loans.  

Regulatory and environmental pressures around pesticide use, fertilizer application, and emission are also impacting farmers. Carbon credit programs and sustainability initiatives present challenges and opportunities for producers while WOTUS (Waters of the U.S.) and similar policies create uncertainty. 

Then there’s the shrinking, aging labor pool, especially for seasonal and skilled farm workers, that drives up wages and reduces operational efficiency. H-2A visa program complexities and uncertainty around immigration policies are constricting the availability of farm labor.  

Next to weather, timing is everything in ag marketing 

Marketers wanting to reach farmers need to appreciate the cyclical nature of their business, as well as its complexity and sophistication. Fluctuations in grain and livestock prices require daily monitoring and make long-term planning difficult. Trade disputes, export restrictions, and shifting consumer demand also impact exports, especially in Canada, Mexico, and China.  

When prices drop, farmers will scale back on spending, but when commodity prices are high, they’re more likely to reinvest in equipment, technology, land, and labor.  

From an equipment and technology standpoint, innovative solutions are constantly being developed and brought to the market to help farmers improve the efficiency and profitability of their operations, while protecting their business for future generations. 

Opportunities for Brands 

Unprecedented growth has lured a new generation of entrepreneurs and investors who are offering innovative solutions to help farmers, ranchers and dairy producers become more profitable.  

Ag-tech startups have flocked to agriculture with solutions that help producers overcome water use restrictions with drought-tolerant crops and precision irrigation systems, for example.  

But the most fruitful opportunity for innovation may lie in farm data. Not wanting to be left out, mature tech companies like Microsoft and Amazon are muscling into the ag-tech space, helping farmers turn the volumes of information they collect into actionable insights. Microsoft’s Azure Data Manager for Agriculture is just one example; it provides industry-specific capabilities to connect farm data, enabling organizations to use high-quality datasets and develop solutions that power agriculture insights. 

The integration of advanced technologies including artificial intelligence (AI), machine learning, the Internet of Things (IoT), robotics, and data analytics makes it possible for ag-tech startups to thrive while giving investors incredible opportunities. These technologies enable solutions that address critical challenges in farming, including labor, food production efficiency, sustainability, and resource management. Tech companies and brands focused on solving these problems are positioned to drive substantial changes in the ways farmers and ranchers operate. ​  

​Farmers’ Changing Media Habits 

To keep pace with the changes and challenges they face, farmers have altered their media consumption habits. Like everyone, they’ve increasingly integrated more digital platforms into their daily routines. This shift reflects a broader trend toward technology adoption in agriculture, influencing how farmers access information, engage with communities, and market their products.​ 

Social Media’s Popularity 

Brands wanting to reach today’s farmers, ranchers and dairy producers have more platforms and media outlets than ever.  

Farmers are on major social media platforms to share their experiences, educate the public and connect with peers. YouTube, Facebook, TikTok and Instagram are popular for highlighting daily farming activities and fostering community engagement.  

While they may still regularly visit the coffee shop to talk politics and markets, the adoption of smartphones and tablets among farmers offers them instant access to information and digital tools. Most can put autonomous farm equipment in motion, sell grain or livestock, buy land, or purchase farm equipment and supplies from apps on their mobile phone or tablets. They view weather forecasts, get soil sample results, read market commentary, and keep up with current events from these same devices. Access to information for them to make their business decisions has never been more plentiful, but it has evolved. 

Video is Preferred 

Video content has become the preferred medium for farmers seeking information and entertainment. A 2022 study by Successful Farming revealed 90% of farmers watch short online videos, including news, sports highlights, how-to guides and product reviews.  

Audio content, including podcasts and other streaming programs, has also seen increased adoption among farmers of all ages. Some things, however, have remained the same. Take farm radio for example. Farm broadcasters remain one of the most trusted go-to resources for local farm news, weather, and markets.

​Cultivate by Mod Op 

Mod Op’s commitment to agriculture runs deep. We’ve collaborated with notable companies like John Deere, Nutrien, Earth Optics, Phospholutions, PBI Gordon, Rosen’s, Norbrook, Agrievolution, and Adams Land and Cattle. In response to the increased sophistication of farming and the evolving trade media landscape in the sector, we’ve launched Cultivate by Mod Op, a specialized division offering comprehensive digital marketing solutions tailored for the business of agriculture. Cultivate enables agricultural companies and brands to access a fully integrated suite of marketing services essential for success in today’s market, including building brand identity, developing product packaging, launching innovative campaigns, and engaging key stakeholders effectively.  

As agriculture has become increasingly tech-forward, Mod Op is merging innovative digital tools with deep industry expertise to help agriculture companies harness innovation and maintain competitiveness. From data and AI-powered strategy recommendations to creative storytelling, Cultivate helps clients navigate the complexities of the digital environment and highlight technology leadership. 

As Mod Op CEO Eric Bertrand explains, Cultivate represents a strategic move by Mod Op that reflects a broader trend in agricultural trade media. Agencies are adapting to meet the industry’s demand for data insights and sophisticated digital marketing strategies. By offering tailored solutions through Cultivate, Mod Op is positioning itself as a leader in this rapidly evolving sector, helping clients adapt and thrive against a complex landscape that is ripe for innovation.