Paulsen conducted a three-month study in 2011 to better understand how online communities, brand advocates and customer reviews influence the purchase decisions of rural lifestylers.
As agri-marketers, we spend a lot of time trying to understand where producers are getting their information. We know vehicles for information are changing rapidly, but we really want to know how quickly producers are adopting these new communication tools.
Participating in the conversation—it was the hottest media buzz-phrase in 2009 and continues to be a hot topic in 2010. So what does it mean? It means that the direction of ag media is changing dramatically, and more clients than ever are asking for guidance.