Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11709
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4 pages., Online from publisher., "Most agribusinesses prioritize direct-buy as their primary method of website advertising. However, with increasingly advanced AdTech available in the market, relying on one channel can limit your potential for advertising and marketing success. One of the advertising channels that has grown in popularity over the past few years has been data-targeted programmatic advertising (i.e., "the process of automating the buying and selling of ad inventory in real time through an automated bidding system. ... Instead of focusing on the placement of the ad, your advertising is demographically delivered to the target audience.")
5 pages., 2018 5th International Conference on Power and Energy Systems Engineering, CPESE 2018, 19–21 September 2018, Nagoya, Japan, via online journal., Agriculture plays an important in providing food security and sustainability for the people in any country. However, lack of funding and limited distribution channels to reach customers are frequent problems faced by farmers to meet the level of sustainability. Agriculture’s sustainability can be strengthened by allowing an innovation of services such as Financial Technology (FinTech), and digital marketplace. Digital marketplace with Fintech enabled might transform agriculture’s business process into more sustainable in term of funding and distribution. FinTech offers farmers convenient ways of getting sources of funding through crowdfunding and digital payment system. Thus, digital marketplace can act as a platform for FinTech to integrate the innovative financial solution into broader agriculture’s ecosystem. The study proposes a modelling digital marketplace with FinTech enabled especially crowdfunding and payment system in order to support agriculture’s sustainability. The model connects all actors (farmers, landowners, investors, and consumers) into a platform that can promote transparency, empowerment, resourcefulness, and public engagement in agriculture.
19 pages, The adoption of digital technologies is expected to impact the social sustainability of agriculture, in particular in the case of small and mid-sized family farms in Western Europe. Goal of this research was to assess these impacts, however widely accepted impact assessment schemes of social sustainability are missing. Against this background, a qualitative, two-stage Delphi survey was conducted in order to identify relevant impact categories of the adoption of digital technologies in family-operated small-scale farms of South-West Germany. The participating experts stated, for example, that the adoption of digital technologies on the farm could mean that new business models can be based on the use of digital technologies. However, they also stated that digital technology could overburden farmers, which could hinder digitization in this sector as a whole. Data protection and data security were also issues ranked highly important by the participants in the Delphi Process.
9 pages, Federation of Indian Chambers of Commerce and Industry in one of its finding in 2019 stated that about 58% Indians are dependent on agriculture and agriculture sector make about 15.96 % of India’s GDP. To get the best agriculture inputs and best harvest price is the big question for Indian farmers; thus, we can say that “Agriculture is the foundation of the Indian economy”. With the origin of Mobile Applications (m-apps) for agriculture and a huge dependency on Information and Communication Technology (ICT) in agribusiness, the scenario in rural India has been changing rapidly. Since India’s economy depends mainly on agriculture, there is a lot of potential for Information and Communication Technology and mobile applications for agribusiness and its marketing. With growing smartphones with m-apps penetration in rural India, the agribusiness in rural belts of India is set for extension and further digitalization to revolutionize the agriculture sector. In recent years, nearly all Indian farmers possess a mobile, and 50%are smartphones with internet connections. With Government's new legislative policy changes as the Digital India programme, mobile applications in India's rural belt cannot remain isolated. Digital India will connect rural Indians farmers worldwide through the internet and mobile applications and provide them with all necessary upliftment in agribusiness in India. This study has focused on the ICT and m-applications used in farming today and how they have changed agribusiness by providing a digital platform and with their impact on agribusiness.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 153 Document Number: D11607
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21 pages., Online from Think Shift Communications, San Francisco, California, via AgriMarketing Weekly., "While the industry hs never been a stranger to change, it seems increasingly certain that we are currently in the greatest state of evolution - maybe even revolution - that ag has ever faced."
Via print subscription., Digital experience director of Osborn Barr Paramore (ABP) describes some marketing steps taken, "bringing our digital experience and experiential teams together to create new activations that work across channels." Examples included a NASCAR race experience for DEKALB at Kansas Speedway and a geodesic dome activation at Farm Progress Show 2019 for Nutrien Ag Solutions.
