{"id":5745,"date":"2026-09-24T10:07:15","date_gmt":"2026-09-24T08:07:15","guid":{"rendered":"https:\/\/adagri.com\/?p=5745"},"modified":"2026-09-24T13:54:50","modified_gmt":"2026-09-24T11:54:50","slug":"agricultural-marketing-7-mistakes-limiting-campaign-effectiveness-2","status":"publish","type":"post","link":"https:\/\/adagri.com\/en\/blog\/marketing-do-rolnikow-7-bledow-ograniczajacych-skutecznosc-kampanii\/","title":{"rendered":"Marketing to farmers \u2013 7 mistakes limiting campaign effectiveness"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">A campaign can have a precisely defined media mix, polished creatives, appropriate reach, and good media KPIs, yet still fail to generate the expected business effect.\u00a0<\/span><span style=\"font-weight: 400;\">In agricultural marketing, the root of the problem often lies not in campaign execution, but in strategic assumptions. These may include: improper segmentation, misinterpreting purchase intent, mismatching communication with the stage of the customer journey, or overlooking the actual decision-making process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today's farmer's purchasing journey is multichannel and increasingly complex. The producer, distributor, dealer, advisor, search engine, trade media, social media, user reviews, and AI tools create an ecosystem of touchpoints that can influence the final decision.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is why reach, impressions, or CTR should not be treated as standalone metrics of the effectiveness of a campaign targeted at farmers. What is crucial is whether the communication reaches the right segment, addresses its current need, and successfully moves the audience through the subsequent stages of the decision-making process.<\/span><\/p>\n<p><b>Where then do errors most often occur in agricultural marketing that reduce the effectiveness of campaigns targeting farmers? I answer this and other questions in this article.\u00a0<\/b><\/p>\n<h2><b>1. Segmentation that is too broad \u2013 treating farmers as a single target group<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">One of the fundamental errors appears already at the level of market definition and segmentation model.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Farmers are not a homogeneous target group. They represent a very wide range of farms with different <\/span><b>economic potential, production profile, technology level, investment intensity, and purchasing decision-making process<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A 20-hectare farm and an 800-hectare farm can be classified into the same group, but from a marketing perspective they are <\/span><b>completely different business entities<\/b><span style=\"font-weight: 400;\">. They differ, among other things, in scale of operations, cost structure, machinery park, level of automation, access to specialist consulting, method of financing investments, and <\/span><b>technology and purchasing maturity<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Audience segmentation in agricultural marketing should go beyond basic demographics and primarily take into account behavioral, production, and economic criteria, such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">production direction and specialization,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">farm area and agrarian structure,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">location and regional conditions,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">production intensity level,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the degree of mechanization and technology utilization,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">nature and stage of the investment,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">brand touchpoint history,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the strength of the relationship with the dealer, distributor, or advisor,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">purchasing potential in a specific product category,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">current need or problem generating demand.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The more precisely defined the segment, the greater the opportunity <\/span><b>matching the value proposition, message, distribution channel, and sales arguments to the recipient's real context<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Broad targeting can of course build reach, but at the same time it increases risk <\/span><b>low communication relevance, message dilution, and inefficient budget allocation<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, before we start wondering, <\/span><b>\u201ewhere to file a complaint?\u201d<\/b><span style=\"font-weight: 400;\">, it is worth first answering a more important question: <\/span><b>Which farms do we want to reach, what is their purchasing potential, and at what stage of the purchasing decision are their owners or the people responsible for purchases?\u00a0<\/b><\/p>\n<h2><b>2. Starting a campaign by choosing a channel<\/b><\/h2>\n<p><b>\u201eLet's run a Facebook campaign.<\/b><b><br \/>\n<\/b><b>\u201eWe need Google Ads.\u201d.<\/b><b><br \/>\n<\/b><b>\u201eWe need to be on YouTube.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">This is one of the most common mistakes in communication planning. <\/span><b>The channel is adopted as a strategic assumption before defining the business goal, the audience, and the mechanism that is supposed to lead them to the desired reaction.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">After all, a campaign can have completely different objectives: build brand awareness, introduce a product to the market, generate demand, capture existing demand, support the sales process, generate inquiries, or direct potential customers to the dealer network.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, the campaign design logic should be reversed. This is shown in the table below.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Table 1. Strategic bases for the selection of communication channels\u00a0<\/span><\/i><\/p>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 43.9966%; text-align: center;\"><b>Strategic assumptions<\/b><\/td>\n<td style=\"width: 55.9177%; text-align: center;\"><b>Media and communication decisions\u00a0<\/b><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 43.9966%;\"><span style=\"font-weight: 400;\">Business goal<\/span><\/td>\n<td style=\"width: 55.9177%;\"><span style=\"font-weight: 400;\">Channel selection<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 43.9966%;\"><span style=\"font-weight: 400;\">Audience segment and potential<\/span><\/td>\n<td style=\"width: 55.9177%;\"><span style=\"font-weight: 400;\">How to get there<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 43.9966%;\"><span style=\"font-weight: 400;\">Purchase need and motivation<\/span><\/td>\n<td style=\"width: 55.9177%;\"><span style=\"font-weight: 400;\">Communication architecture<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 43.9966%;\"><span style=\"font-weight: 400;\">Stage of the decision-making process<\/span><\/td>\n<td style=\"width: 55.9177%;\"><span style=\"font-weight: 400;\">Format and content<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 43.9966%;\"><span style=\"font-weight: 400;\">Expected reaction<\/span><\/td>\n<td style=\"width: 55.9177%;\"><span style=\"font-weight: 400;\">Conversion mechanism<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 43.9966%;\"><span style=\"font-weight: 400;\">Sales potential<\/span><\/td>\n<td style=\"width: 55.9177%;\"><span style=\"font-weight: 400;\">Budget allocation<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Only on this basis can one design <\/span><b>architecture of touchpoints with the recipient<\/b><span style=\"font-weight: 400;\"> and assign a specific function to individual channels in the process of building awareness, solution consideration, and purchase decision.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In practice, this means moving from thinking <\/span><b>\u201eWhere to advertise?\u201d<\/b><span style=\"font-weight: 400;\"> to the question <\/span><b>\u201ehow to design a customer journey so that communication supports the achievement of a business goal?\u201d<\/b><\/p>\n<p><b>The channel is an element of the communication strategy, not its starting point.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The media plan, on the other hand, should be the consequence of the adopted strategy, the target audience model, and the business goal\u2014never their replacement.<\/span><\/p>\n<h2><b>3. Market size and the actual potential of the target group<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">There are over 1.2 million farms in Poland. This number shows the scale of the entire market, but in itself it says little about the sales potential of a specific product category. In a campaign targeted at farmers, what matters is not the number of all farms, but the group meeting specific purchasing criteria.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to the Statistics Poland (GUS) publication \u201eCharacteristics of agricultural holdings in 2023\u201d, there were 1,232.5 thousand of them in June 2023. Even a basic segmentation by agricultural land area shows how quickly the size of the potential target group decreases when the holding size criterion is applied.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Table 2. Structure of the agricultural market by farm size. CSO data \u2013 \u201eCharacteristics of agricultural farms in 2023\u201d<\/span><\/i><\/p>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 38.765%; text-align: center;\"><b>Segment by UAA area<\/b><\/td>\n<td style=\"width: 23.4134%; text-align: center;\"><b>Household share<\/b><\/td>\n<td style=\"width: 37.7358%; text-align: center;\"><b>Estimated number of households<\/b><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 38.765%;\"><span style=\"font-weight: 400;\">Under 10 ha<\/span><\/td>\n<td style=\"width: 23.4134%;\"><span style=\"font-weight: 400;\">72,7%<\/span><\/td>\n<td style=\"width: 37.7358%;\"><span style=\"font-weight: 400;\">OK. 896k.<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 38.765%;\"><span style=\"font-weight: 400;\">10\u201350 ha<\/span><\/td>\n<td style=\"width: 23.4134%;\"><span style=\"font-weight: 400;\">23,7%<\/span><\/td>\n<td style=\"width: 37.7358%;\"><span style=\"font-weight: 400;\">OK. 292K.<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 38.765%;\"><span style=\"font-weight: 400;\">50 ha and more<\/span><\/td>\n<td style=\"width: 23.4134%;\"><span style=\"font-weight: 400;\">3,6%<\/span><\/td>\n<td style=\"width: 37.7358%;\"><span style=\"font-weight: 400;\">ok. 44k.<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 38.765%;\"><b>10 ha and more in total<\/b><\/td>\n<td style=\"width: 23.4134%;\"><b>27,3%<\/b><\/td>\n<td style=\"width: 37.7358%;\"><b>ok. 336 thousand.<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><i><span style=\"font-weight: 400;\">*Absolute values for aggregated groups are approximations calculated based on the total number of households and percentage shares provided by Statistics Poland (GUS).<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">The size criterion alone reduces the potential group from over 1.2 million to about 336,000 entities. In practice, segmentation should therefore also include <\/span><b>production profile, scale of operations, purchasing potential, and needs related to a given product category<\/b><span style=\"font-weight: 400;\">. Only such a profile makes it possible to determine which part of the market the campaign should actually reach.\u00a0<\/span><\/p>\n<h3><b>10 or 50 ha? Area as a filter for purchasing potential\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In marketing practice <\/span><b>the number of farms is not identical to the size of the potential customer market<\/b><span style=\"font-weight: 400;\">. The mere fact of running a farm does not yet mean qualification for a specific brand's target group. The actual market potential is determined primarily by <\/span><b>product category, production profile, scale of operations, investment potential, and likelihood of a purchasing need<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For plant protection products, one of the preliminary qualification criteria can be the farm area, e.g., starting from 10 ha. In such a model, the population of over 1.2 million farms is narrowed down to approximately <\/span><b>336k potential entities<\/b><span style=\"font-weight: 400;\">, even before applying additional criteria, such as crop structure, region, production technology, or current purchasing need.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it comes to agricultural machinery, <\/span><b>lead qualification threshold<\/b><span style=\"font-weight: 400;\"> it is sometimes set much higher, for example at the level of 50 ha, and in some categories even 100 ha. There are about [number] farms with an area of 50 ha and more in Poland <\/span><b>44,000, or just 3.6% of the total household population<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, this is still not a real market for the campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After taking into account additional variables \u2013 <\/span><b>production profile, location, level of technologization, machinery park, investment potential, and stage in the purchasing cycle<\/b><span style=\"font-weight: 400;\"> the number of households meeting all criteria may be many times lower.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And that is precisely why the key question is not \u201ehow many farmers can we reach?\u201d, but rather \u201ehow many farmers actually qualify as potential buyers of our solution?\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is the difference between <\/span><b>population reach and the size of the total addressable market<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>3.6% farms account for approximately 40% of cropland<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The size of a segment does not determine its market significance. Equally important is the concentration of production and purchasing potential.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to Statistics Poland (GUS) data, in 2023 the total sown area in Poland was 11.1 million hectares. Data on the sowing structure by area groups shows that approximately 4.5 million hectares belonged to farms with an area of 50 hectares and larger. This means that <\/span><b>3.6% farms accounted for approximately 40% of cropland<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The concentration of production potential is even more apparent in individual crop segments. In the case of grain maize, farms with an area of 50 ha and larger accounted for about 9% of the farms growing this crop, but were already responsible for about <\/span><b>47% of its surface<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From a marketing perspective, this is of significant importance. <\/span><b>The share of a given segment in the number of households does not have to correspond to its share in the agricultural production means market.<\/b><span style=\"font-weight: 400;\"> A few percent of the population may concentrate a significant portion of land area, production, investment potential, and demand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, when planning a campaign, it is worth analyzing not only the size of the segment, but also its share in production space, market value, and purchasing potential.<\/span><\/p>\n<h3><b>A small area does not always mean low potential<\/b><\/h3>\n<p><b>Farm size should not be the sole qualification criterion for a potential customer.<\/b><span style=\"font-weight: 400;\"> Among the group of smaller farms, there are entities engaged in intensive, specialized production, including vegetable, orchard, soft fruit, nursery, or greenhouse production. In such models, a few hectares can generate <\/span><b>significantly higher production value and purchasing potential<\/b><span style=\"font-weight: 400;\"> than the corresponding field crop area.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to the Statistics Poland (GUS) typology, holdings specializing in horticultural crops, including vegetables, strawberries, flowers, ornamental plants, mushrooms, and nurseries, accounted for in 2023. <\/span><b>2.11 TP3T for all households<\/b><span style=\"font-weight: 400;\">. Next <\/span><b>4,5%<\/b><span style=\"font-weight: 400;\"> specialized in the cultivation of fruit trees and shrubs. In total, this gives <\/span><b>6.6 % of the household population<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, this does not mean that all farms in these groups have an area of less than 10 ha. However, the data shows an important thing from the perspective of campaign planning: acreage alone is not enough to assess a farm's potential.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Proper target group qualification should combine <\/span><b>area by production profile, intensity of farming, production value, and purchasing power in a specific product category<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In practice, this means that a small-scale farm can be for a specific brand <\/span><b>a much more attractive recipient than a farm many times larger but engaged in production with a lower unit value<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>Economic potential versus the number of farms\u00a0\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Data on the economic size of farms illustrate the difference between population numbers and actual economic significance even more clearly. According to Statistics Poland (GUS), nearly 357,000 farms with a standard output of over 15,000 euros\u2014which is less than 29% of all farms\u2014accounted for 87% of the total economic size of the country's agricultural holdings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means a very high concentration of the scale of economy in Polish agriculture. Therefore, the number of farms does not directly translate into their economic significance or the market potential for specific product categories.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An important dimension of segmentation is also the structure of income sources. In 2023, agricultural activity accounted for more than 50% of household income in only 30,1% of households with a private farm user, which is about 369 thousand households. At the same time, 48,6% of such households earned income from hired work in addition to agricultural income.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This does not mean that the other farms are not engaged in production activities. It shows, however, that the formal category <\/span><b>\u201efarm\u201d encompasses a wide variety of economic models<\/b><span style=\"font-weight: 400;\"> - from large, specialized farms that invest heavily to farms where agricultural production is one of several sources of income.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From an operational planning perspective, this means one thing: the number of households is the starting point for market analysis, rather than a measure of its value. When assessing the potential of a target group, one must take into account its economic strength, income structure, scale of operations, propensity to invest, and purchasing potential in a specific product category.<\/span><\/p>\n<h3><b>What does this mean for the campaign targeted at farmers?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In a media report, a reach of 500 thousand or 1 million \u201efarmers\u201d can look impressive. <\/span><b>From a business perspective, however, the mere number of contacts is not a measure of campaign effectiveness.<\/b><span style=\"font-weight: 400;\"> It does not answer the question of what portion of this reach covers households meeting the target group criteria.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If the product is aimed at farms with an area of 50 ha and larger, of which there are about 44 thousand in Poland, generating several hundred thousand contacts does not automatically mean reaching the appropriate number of potential buyers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, the question:<\/span><\/p>\n<p><b>\u201eHow many farmers did we reach?\u201d<\/b><\/p>\n<p><span style=\"font-weight: 400;\">it is worth replacing with the question:<\/span><\/p>\n<p><b>\u201eHow many households meeting the target group criteria did the campaign reach?\u201d<\/b><\/p>\n<p><span style=\"font-weight: 400;\">That's it <\/span><b>reach in the qualified group<\/b><span style=\"font-weight: 400;\"> should be one of the important parameters for evaluating the effectiveness of activities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because a broad distribution of the message can generate a high number of contacts while at the same time <\/span><b>low share of audience with real purchasing potential<\/b><span style=\"font-weight: 400;\">. In this case, reach metrics look good, but their translation into business value remains limited.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, campaign analysis should take into account not only the reach scale, but also the quality and structure of that reach: the share of audiences meeting the segment criteria, their purchasing potential, and the alignment of the communication with the stage of the decision-making process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In campaigns targeting farmers, audience size alone does not determine effectiveness. What matters more is how much of the budget reaches individuals and farms that may actually be interested in purchasing the given product.<\/span><\/p>\n<h2><b>4. The assumption that the path from ad to purchase is simple<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A farmer who sees an advertisement for a tractor, crop protection product, fertilizer, or seed variety does not have to immediately visit the manufacturer's website and leave their contact information. They may return to the topic after a few days, talk to a sales representative, check the experiences of other farmers, search for information on Google, watch a product review, browse forum discussions, or use an AI system to compare available solutions.<\/span><\/p>\n<p><b>For larger purchases, the decision-making path can involve multiple touchpoints with the brand and last for weeks or months.<\/b><span style=\"font-weight: 400;\"> Each of these touchpoints can serve a different function: build category awareness, generate interest, provide information, facilitate offer comparison, or confirm previously gathered information.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore <\/span><b>Evaluating a campaign solely through the lens of direct conversions can distort the picture of its actual impact on the purchasing process.<\/b><span style=\"font-weight: 400;\">. Not every message is meant to generate sales. However, each one should have a specific role at a particular stage of the decision-making journey.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We describe this mechanism in more detail in our analysis of, <\/span><a href=\"https:\/\/adagri.com\/en\/blog\/how-ai-in-agricultural-marketing-is-changing-the-way-farmers-make-decisions\/\"><span style=\"font-weight: 400;\">how the farmer's decision-making process is changing<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>5. Ignoring what the recipient will do after seeing the ad<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Marketers pay a lot of attention to the question: <\/span><b>how to reach the target audience<\/b><span style=\"font-weight: 400;\"> They analyze much less frequently, <\/span><b>what the recipient will do with the message after exposure to the advertisement.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In this industry, it matters a lot. A farmer may see a product advertisement, but before making a decision, they often cross-reference the information in it with other sources. They might look for:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">technical data,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">prices and usage costs,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">information on the application,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">user reviews,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">comparisons with other products,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">manufacturer's materials,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">experiences of other farms,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">advisor recommendations,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">information from the dealer.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Such a source can also be an AI tool. This does not mean that artificial intelligence is replacing traditional sources of information. There is currently no basis to make such an assumption regarding Polish farmers. However, the information environment in which the recipient can search for, compare, and verify product information is changing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore <\/span><b>It is worth analyzing campaign effectiveness not only during the broadcast stage and direct reaction to the advertisement, but also taking into account the recipient's further information journey.<\/b><\/p>\n<h2><b>6. Inconsistency of information between the brand, dealers, and other sources<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The manufacturer can plan product communication very precisely. The problem arises when the recipient encounters different versions of information at successive touchpoints with the brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It may happen that:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the manufacturer's website provides different information,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the dealer communicates different parameters or benefits,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the sales materials contain outdated data,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The industry portal describes the product in a different context,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">users point out features or limitations that the brand does not include in its communication,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">individual sources use different data, arguments, or product descriptions.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As a result, the recipient has to organize the information themselves and assess which of it is current and reliable. With more complex products, such inconsistency can make it difficult to compare solutions and lengthen the decision-making process.<\/span><\/p>\n<p><b>In the generative AI environment, the importance of a coherent information background may grow even further. <\/b><span style=\"font-weight: 400;\">AI systems can compile information from multiple publicly available sources, which is why discrepancies between the manufacturer's communication, sales materials, and external content may be more readily apparent to the audience.<\/span><\/p>\n<p><b>The brand does not control all information published about its products<\/b><span style=\"font-weight: 400;\">. However, it has an influence on the quality and relevance of its own sources. They should be:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">current,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">specific,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">coherent,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">verifiable,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">unambiguous in terms of product parameters, application, and limitations.<\/span><\/li>\n<\/ul>\n<p><b>The more complex the solution, the greater the importance of the quality of information available across the entire decision-making environment, rather than just in the ad itself.<\/b><\/p>\n<h2><b>7. Measuring activity instead of results<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Suppose the campaign generated:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>1.5 million views<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>600k reach<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>8K clicks<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>3k reactions<\/b><\/li>\n<\/ul>\n<p><b>Was it effective?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Based on this data, such a conclusion cannot be drawn yet.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Media indicators describe <\/span><b>scale and method of message distribution in the advertising environment<\/b><span style=\"font-weight: 400;\">. They show how many times the ad was displayed, how many users it reached, and how often the audience performed a specific action. However, they do not determine whether the campaign achieved its intended <\/span><b>business or communication objective<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The assessment of effectiveness should stem from the function that the campaign was supposed to perform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If the goal was <\/span><b>building brand or product awareness<\/b><span style=\"font-weight: 400;\">, the quality and frequency of exposure as well as the share of the properly defined target group in the total reach will be key.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the event that the campaign had <\/span><b>support the consideration of the purchase<\/b><span style=\"font-weight: 400;\">, visits to product content, familiarizing oneself with the offer, comparing solutions, or subsequent touchpoints with the brand may be of greater importance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When the goal was <\/span><b>lead generation<\/b><span style=\"font-weight: 400;\">, the sheer number of acquired leads doesn't reveal much. It is necessary to analyze their quality, alignment with the ideal customer profile, as well as how many of them were passed on to the further sales process and what results they brought.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In supportive campaigns <\/span><b>dealer network or field sales<\/b><span style=\"font-weight: 400;\"> some of the effects, in turn, may occur outside the digital environment and not be directly attributed to a click or form.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore <\/span><b>KPIs should stem from the campaign's goal and the stage of the decision-making process it is intended to support<\/b><span style=\"font-weight: 400;\">, and not from which metrics are easiest to read from the ad dashboard.<\/span><\/p>\n<p><b>A large number of views is not yet a business result. It is merely information about the scale of the emission.<\/b><\/p>\n<h2><b>Seven mistakes \u2013 one common problem<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The seven described errors may look like separate problems, but in practice they have <\/span><b>common source: reverse campaign design order<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Too often still, the process begins with the question:<\/span><\/p>\n<p><b>channel \u2192 format \u2192 broadcast<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Meanwhile, effective communication should be designed in the reverse order:<\/span><\/p>\n<p><b>target audience \u2192 need \u2192 stage of the decision-making process \u2192 communication objective \u2192 channel \u2192 performance metric<\/b><\/p>\n<p><span style=\"font-weight: 400;\">This very difference determines whether a campaign is merely an efficiently executed ad delivery, or <\/span><b>as a tool for achieving a specific business goal<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Table 3. Design logic of an effective campaign<\/span><\/i><\/p>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 36.1921%; text-align: center;\"><b>Error<\/b><\/td>\n<td style=\"width: 63.7221%; text-align: center;\"><b>The right strategic question<\/b><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 36.1921%;\"><span style=\"font-weight: 400;\">Too broad group \u201efarmers\u201d<\/span><\/td>\n<td style=\"width: 63.7221%;\"><b>Which segment has a real need and purchasing potential?<\/b><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 36.1921%;\"><span style=\"font-weight: 400;\">Starting from the channel<\/span><\/td>\n<td style=\"width: 63.7221%;\"><b>What business and communication goals should the campaign achieve?<\/b><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 36.1921%;\"><span style=\"font-weight: 400;\">Treating the number of households as market size<\/span><\/td>\n<td style=\"width: 63.7221%;\"><b>How many households actually meet the criteria of a potential customer?<\/b><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 36.1921%;\"><span style=\"font-weight: 400;\">Simplified Decision-Making Path Model<\/span><\/td>\n<td style=\"width: 63.7221%;\"><b>What touchpoints and information sources influence the purchasing decision?<\/b><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 36.1921%;\"><span style=\"font-weight: 400;\">Skipping the information verification stage<\/span><\/td>\n<td style=\"width: 63.7221%;\"><b>Where and how will the recipient verify the brand message?<\/b><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 36.1921%;\"><span style=\"font-weight: 400;\">Inconsistency of information<\/span><\/td>\n<td style=\"width: 63.7221%;\"><b>Do the brand, advisors, dealers, and sales materials convey a consistent message?<\/b><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 36.1921%;\"><span style=\"font-weight: 400;\">Over-focus on superficial metrics<\/span><\/td>\n<td style=\"width: 63.7221%;\"><b>What change in the recipient's behavior will prove that the campaign goal has been achieved?<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">The strategy should determine the method of reach, not the other way around. Only a proper understanding of the audience, their needs, and their decision-making process allows for the selection of channels, formats, and metrics that truly matter for the campaign's result.<\/span><\/p>\n<h2><b>Five questions before launching your next campaign<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Before choosing channels, formats, and budget, it is worth going through five questions that organize <\/span><b>strategy, communication architecture and method of measuring results<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><strong>1. Who exactly do we want to reach?<\/strong><br \/>\nNot to broadly understood \u201efarmers,\u201d but to a precisely defined segment of farms and individuals participating in the selection and purchasing process.<\/p>\n<p><strong>2. At what stage of the decision-making process is the recipient?<\/strong><br \/>\nAre they just recognizing the category and problem, looking for a solution, comparing available products, or are they already close to a purchasing decision?<\/p>\n<p><strong>3. What change is the message supposed to cause?<\/strong><br class=\"yoast-text-mark\" \/>Is its purpose to increase brand awareness, build an understanding of the solution's advantage, encourage exploring the offer, contacting a dealer, or leaving contact details?<\/p>\n<p><strong>4. Where will the recipient verify the communicated promise?<\/strong><br class=\"yoast-text-mark\" \/>On the manufacturer's website, at the dealer, in search results, in industry media, among other users, with an advisor, and also using artificial intelligence tools?<\/p>\n<p><strong>5. What result will actually mean success?<\/strong><br class=\"yoast-text-mark\" \/>Will it be appropriate reach within the target group, viewing the material, visiting the website, a qualitative inquiry, contact with a dealer, a sales visit, or a sale?<\/p>\n<p><b>Only the answers to these questions should lead to the decision on the choice of channels, formats, budget, and effectiveness metrics.<\/b><span style=\"font-weight: 400;\"> Then the campaign stops being a set of media activities and becomes <\/span><b>planned mechanism for achieving the business goal<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>High reach can be a good result. But not always a good goal<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">It is not about contrasting sales reach or traditional media with new communication channels. Each of these tools serves a specific function. Reach builds the scale of impact, advertising supports the achievement of communication goals, and social media, search engines, industry portals, expert content, the dealer network, and direct customer relationships create further <\/span><b>touchpoints in the decision-making process<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The problem arises when <\/span><b>a tool or a single metric starts replacing the actual marketing goal<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">High reach can be a very good result for an awareness-driven campaign. However, it will not be a sufficient metric for a campaign whose goal is to generate leads, support the dealer network, or drive sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, the effectiveness of the campaign should be evaluated through the prism of the quality of reach, the adequacy of the message, the stage of the decision-making process, and its translation into the intended business result.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This requires moving away from simple activity reporting toward evaluation <\/span><b>real impact of communication on recipient behavior and business results<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><b>A large reach can be a result. However, it should not automatically become the goal.<\/b><\/p>\n<h2><b>PLUSAGRI 2026 \u2013 from reach to business result\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">One of the presentations during<\/span> <a href=\"https:\/\/adagri.com\/en\/blog\/plusagri-2026-agricultural-marketing-conference-why-communicating-with-farmers-requires-a-new-approach-today\/\"> <span style=\"font-weight: 400;\">PLUSAGRI 2026 agricultural marketing conference<\/span><\/a><span style=\"font-weight: 400;\"> - The Marketing Communication Forum in Agriculture will be a case study <\/span><b>\u201eWhy a large reach can be the biggest mistake of an agro campaign\u201d<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The starting point will not be questioning the value of reach as a metric, but rather the analysis of its <\/span><b>real value in the context of the campaign goal, audience profile, and expected business outcome<\/b><span style=\"font-weight: 400;\">. High reach can support brand awareness, but it may also result from a wide distribution of the message outside the target audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The topic is part of a broader discussion on <\/span><b>effectiveness of communication with the farmer<\/b><span style=\"font-weight: 400;\">, its decision-making process, and the growing number of information touchpoints. Today, farmers simultaneously use trade media, search engines, social media, dealers, advisors, and recommendations from other users. Another layer of this environment consists of tools utilizing artificial intelligence.<\/span><\/p>\n<blockquote class=\"adgr-blockquote\"><p><img decoding=\"async\" src=\"https:\/\/adagri.com\/wp-content\/uploads\/2026\/06\/jacek-kwiatkowski-e1780484601901.jpg\" alt=\"\"><i>\u201eIn agricultural marketing, reach alone is not a measure of campaign effectiveness. The key is the precise definition of the target group and its purchasing potential. During PLUSAGRI 2026, we will show how data, the FARM system, and AdAgri Core AI allow us to move from mass reach to precise audience modeling and the design of communication that translates into a concrete business result.\u201d <\/i><\/p><p><strong><i>\u2014 Jacek Kwiatkowski, CEO of AdAgri Sp. z o.o.<\/i><\/strong><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">During PLUSAGRI 2026, we will therefore take a closer look at, <\/span><b>how to design communication that not only reaches a wide audience, but above all reaches the right recipients and supports the achievement of business goals.<\/b><\/p>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 99.9142%;\"><span style=\"font-weight: 400;\">November 18, 2026 | Warsaw Presidential Hotel, Warsaw.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Participation in PLUSAGRI 2026 is free of charge and possible exclusively on the basis of a personalized invitation.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Explore the program and register your interest to receive an invitation \u2192 <\/span><a href=\"https:\/\/plusagri.pl\/\"><span style=\"font-weight: 400;\">plusagri.pl<\/span><\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h4><em>*Sources of data used in the article:<\/em><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em>GUS: <a rel=\"nofollow\" href=\"https:\/\/stat.gov.pl\/obszary-tematyczne\/rolnictwo-lesnictwo\/rolnictwo\/charakterystyka-gospodarstw-rolnych-w-2023-r-%2C5%2C6.html\">Characteristics of agricultural holdings in 2023.<\/a><\/em><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em>GUS: <a rel=\"nofollow\" href=\"https:\/\/stat.gov.pl\/files\/gfx\/portalinformacyjny\/pl\/defaultaktualnosci\/5507\/3\/21\/1\/rolnictwo_w_2023_roku.pdf\">Agriculture in 2023.<\/a><\/em><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Kampania mo\u017ce mie\u0107 precyzyjnie zdefiniowany media mix, dopracowane kreacje, odpowiedni zasi\u0119g i dobre KPI mediowe, a mimo to nie generowa\u0107 oczekiwanego efektu biznesowego.\u00a0W marketingu rolniczym \u017ar\u00f3d\u0142o problemu cz\u0119sto le\u017cy nie w egzekucji kampanii, lecz w za\u0142o\u017ceniach strategicznych. Mog\u0105 to by\u0107:\u00a0 niew\u0142a\u015bciwa segmentacja, b\u0142\u0119dne odczytanie intencji zakupowej, niedopasowanie komunikacji do etapu customer journey czy pomini\u0119cie realnego [&hellip;]<\/p>\n","protected":false},"author":20,"featured_media":5747,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38,9],"tags":[342,340,325,324,238,334,339,258,331,330,336,315,316,335,351,311,312,328,313,349,333,187,236,207,203,308,345,346,343,352,347,259,51,344,323,322,264,321,327,310,309,338,265,326,320,318,319,348,329,350,298,209,314,337,341,317,287,278,275,332,279],"class_list":["post-5745","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-informacje-rolnicze","category-porady-marketingowe","tag-ai-search-w-rolnictwie","tag-ai-w-marketingu-agro","tag-analiza-grupy-docelowej","tag-analiza-rynku-rolnego","tag-branza-agro","tag-dane-gus","tag-dane-o-gospodarstwach-rolnych","tag-decyzje-zakupowe-rolnikow","tag-efektywnosc-kampanii-reklamowej","tag-efektywnosc-marketingu","tag-gospodarstwa-rolne-w-polsce","tag-grupa-docelowa","tag-grupa-docelowa-w-marketingu","tag-gus-rolnictwo","tag-informacje-dla-rolnikow","tag-kampanie-agro","tag-kampanie-marketingowe-w-rolnictwie","tag-komunikacja-do-rolnikow","tag-komunikacja-marketingowa-w-agro","tag-komunikacja-producenta","tag-konwersja-w-marketingu","tag-marketing-agro","tag-marketing-b2b-agro","tag-marketing-b2b-w-rolnictwie","tag-marketing-dla-rolnictwa","tag-marketing-do-rolnikow","tag-marketing-maszyn-rolniczych","tag-marketing-nasion","tag-marketing-nawozow","tag-marketing-oparty-na-danych","tag-marketing-pasz","tag-marketing-produktow-rolniczych","tag-marketing-rolniczy","tag-marketing-srodkow-ochrony-roslin","tag-potencjal-gospodarstw","tag-potencjal-zakupowy","tag-proces-decyzyjny-rolnika","tag-profilowanie-odbiorcow","tag-punkty-styku-z-marka","tag-reklama-do-rolnikow","tag-reklama-w-rolnictwie","tag-rynek-rolniczy-w-polsce","tag-sciezka-decyzyjna-rolnika","tag-sciezka-zakupowa-rolnika","tag-segmentacja-gospodarstw-rolnych","tag-segmentacja-rynku","tag-segmentacja-rynku-rolnego","tag-sektor-rolniczy","tag-skutecznosc-kampanii-agro","tag-spojnosc-komunikacji","tag-strategia-komunikacji","tag-strategia-marketingowa-agro","tag-strategia-marketingowa-w-rolnictwie","tag-struktura-gospodarstw-rolnych","tag-sztuczna-inteligencja-w-marketingu","tag-targetowanie-rolnikow","tag-wiarygodnosc-marki","tag-wyszukiwanie-informacji-przez-rolnikow","tag-zachowania-zakupowe-rolnikow","tag-zasieg-kampanii","tag-zrodla-informacji-rolnikow"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Marketing do rolnik\u00f3w - 7 b\u0142\u0119d\u00f3w ograniczaj\u0105cych skuteczno\u015b\u0107 kampanii - Adagri<\/title>\n<meta name=\"description\" content=\"Poznaj wyzwania marketingu rolniczego, kt\u00f3re mog\u0105 wp\u0142yn\u0105\u0107 na skuteczno\u015b\u0107 kampanii. 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Adagri supports producers and brands operating in the agricultural market in building relationships with farmers and achieving business goals.","email":"sekretariat@adagri.com","telephone":"+48 71 79 20 690","legalName":"Adagri sp. z o.o.","foundingDate":"2010-04-22","vatID":"PL8942996794","taxID":"8942996794","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"11","maxValue":"50"}},{"@type":"Person","@id":"https:\/\/adagri.com\/en\/#\/schema\/person\/a76ca1aa968b9a3760caf444db318222","name":"Karol Garbaczonek","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/adagri.com\/en\/wp-content\/litespeed\/avatar\/64773a58f31bcecb5e23672043d16773.jpg\/?ver=1790780008","url":"https:\/\/adagri.com\/en\/wp-content\/litespeed\/avatar\/64773a58f31bcecb5e23672043d16773.jpg\/?ver=1790780008","contentUrl":"https:\/\/adagri.com\/en\/wp-content\/litespeed\/avatar\/64773a58f31bcecb5e23672043d16773.jpg\/?ver=1790780008","caption":"Karol Garbaczonek"},"description":"Karol Garbaczonek \u2013 marketing and communication specialist connected with the agricultural industry. On a daily basis, he works at Adagri, where he is responsible for planning and executing marketing activities for companies in the agro sector \u2013 ranging from digital campaigns, Google Ads, and Meta Ads, through content activities and trade media, to analytics, SEO, and the use of new technologies and AI in marketing. He also gained professional experience at the Oikos publishing house, working in sales and media marketing for trade publications. He has been associated with titles such as \u201eBez P\u0142uga\u201d, \u201eJagodnik\u201d, \u201eAgromechanika\u201d, \u201eBra\u0107 \u0141owiecka\u201d, \u201eDrwal\u201d, and \u201eLas Polski\u201d, among others. As part of his work, he also collaborated on the organization and management of the Fruit and Vegetable Industry Fair TSW \u2013 one of the most important industry events for the orchard and vegetable sector in Poland. He combines agency, publishing, and event experience with a practical perspective on the specifics of communication in the agro industry. He is particularly interested in the use of data, new communication channels, and artificial intelligence in building effective marketing strategies. He is a graduate of the Military University of Technology in Warsaw. Outside of his professional activities, he is also involved in the development of local sports \u2013 he is associated with the K\u0105ty Wroc\u0142awskie Volleyball Association, helping to co-create the club and its organizational and marketing activities.","sameAs":["https:\/\/www.facebook.com\/karol.garbaczonek","https:\/\/www.linkedin.com\/in\/karol-garbaczonek-7722b3142\/"],"url":"https:\/\/adagri.com\/en\/blog\/author\/karol-garbaczonek\/"}]}},"_links":{"self":[{"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/posts\/5745","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/comments?post=5745"}],"version-history":[{"count":12,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/posts\/5745\/revisions"}],"predecessor-version":[{"id":5759,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/posts\/5745\/revisions\/5759"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/media\/5747"}],"wp:attachment":[{"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/media?parent=5745"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/categories?post=5745"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/tags?post=5745"}],"curies":[{"name":"WordPress","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}