By Cliff Chiduku
Zimbabwe is now food secure, and the livelihoods of farmers is improving after achieving bumper harvests this year and the Second Republic led by President Emmerson Mnangagwa is determined to transform agriculture systems for the sector to contribute significantly towards Vision 2030.
Since its inception in 2017, the Second Republic has put in place a reform agenda has not just ensured food sufficiency, but ensure farmers benefit, pushing up rural incomes and driving rural industrialisation and development.
Obviously, after attaining self-sufficiency, Zimbabwean farmers should now be pushing to have a bigger share of the export cake. There is no doubt that Zimbabwe has potential to be a net exporter of agriculture products. That Zimbabwe farmers should set their eyes on the international market means they should change the way they market their product and digital marketing is one of them.
Digital marketing has become increasingly important in today’s world due to the rapid growth and widespread adoption of technology. It refers to the use of digital channels, such as search engines, social media platforms, email, websites, and mobile applications, to promote products or services and engage with customers. Digital marketing has become an essential tool for businesses across various industries, and agriculture is no exception.
Digital marketing allows farmers to reach more customers like never before. With the internet being accessible to billions of people worldwide, local farmers can expand their reach beyond geographical boundaries. Unlike traditional marketing methods that have limited reach, digital marketing enables farmers to target specific demographics, interests, behaviours and locations. This level of targeting ensures that marketing efforts are directed towards the right audience, increasing the chances of conversion and return on investment.
https://www.sundaymail.co.zw/digital-marketing-can-transform-livelihoods
The government has also been on the drive to transform rural areas into industrial hubs where beneficiation and value addition of agricultural products in line with the Agriculture Recovery Growth Plan. This is meant to turn farming into a profitable business.
In line with this government thrust, the Agricultural Marketing Authority (AMA), in partnership with other development partners embarked on a training of trainer program for agricultural extension officers in Mashonaland West and Matabeleland South provinces. The purpose of the training program was to equip agricultural extension officers with agricultural and digital marketing skills so that when they advise farmers on what to produce, when to produce and for whom to produce and how to market their produce.
Producing without a market has been a norm in Zimbabwe, so this programme was to capacitate extension officers with knowledge and skills which they would pass on to farmers on how to market produce using digital tools. The training programme is in line with the New Dispensation’s new governance paradigm that advocates for parastatals to enter into public-private-partnerships to jointly undertake projects or provide services that benefit the public. It is important for local farmers to do market-oriented production to realise aspirations of the National Development Strategy 1 and also take advantage of viable production arrangement such as contract farming that offer market guarantees for farmers.
There are several benefits that local farmers can realise if they deploy digital tools in marketing their produce.
Digital marketing allows farmers to reach a wider audience beyond their local markets. Through various online platforms such as websites and social media, farmers and agribusinesses can showcase their products and services to potential customers globally. This increased visibility helps in expanding market reach and attracting new customers. If farmers manage to create market, they will obviously minimise post-harvest losses.
Digital marketing enables precise targeting of specific customer segments based on demographics and interests. By utilizing data analytics and online advertising tools, agricultural businesses can identify their ideal customers and tailor their marketing messages accordingly. This targeted approach ensures that promotional efforts are directed towards individuals who are more likely to be interested in agricultural products or services.
Compared to other marketing methods such as print advertisements or television commercials, digital marketing offers a more cost-effective solution for farmers. Online advertising platforms allow for flexible budgeting options, enabling farmers to allocate their resources efficiently. Additionally, digital marketing campaigns can be easily tracked and measured, providing valuable insights into the return on investment of marketing efforts.
Digital marketing facilitates real-time communication between agribusinesses and their customers. Through social media platforms such as WhatsApp, Facebook and Twitter, farmers can engage potential customers instantly. This direct interaction helps in building trust, addressing customer queries or concerns promptly, and fostering long-term relationships with customers.
Social media platforms such as Facebook, Instagram, Twitter, and LinkedIn offer powerful tools for promoting agricultural products and engaging with customers. By creating compelling content, sharing updates about farming practices or product innovations, and running targeted advertising campaigns, farmers can build brand awareness and attract potential customers.
Creating informative and engaging content is crucial for establishing thought leadership in the agricultural industry. Farmers can leverage on videos and pictures to share their expertise, educate customers about sustainable farming practices, or provide insights into the agricultural value chain.
There is no doubt that digital marketing will enable farmers to expand their market reach beyond local boundaries. Farmers can now connect with customers from different regions or even countries, leading to increased sales opportunities and revenue growth. None but ourselves can transform our country.
Word from the market is a column produced by the Agricultural Marketing Authority to promote market-driven production. Feedback cchiduku@ama.co.zw or WhatsApp/Call +263781706212.
