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Good communication is important and is becoming increasingly important for the agricultural sector. The information within high-tech agriculture is becoming increasingly complex. The sector is under the magnifying glass of society. What is going on? What are the trends and developments? And how does it work? We share our findings and experiences.

direct agrigultural marketing

Direct agricultural marketing for Dutch agricultural target audiences: print or online?


Targeted agricultural marketing is within reach for the agricultural audiences in The Netherlands and Belgium. The target group for a service or product is usually fairly well defined and can effectively be approached one-on-one. Ideal for the marketeer who wants to offer tailor-made solutions in one or more Benelux countries. The choice for print or online depends on what you want to achieve, what target group you want to reach, your budget and the reach of your online or offline channel among your target group.

Do you want to interact with your target group? Do you want to reach a young target group? Do you want to reach a large and relatively diffuse target group with a limited budget? Then online marketing offers attractive advantages. Online activities can also strengthen, enrich or deepen your print campaign. Are you completely acquainted with your target audience, do you have an attractive proposition and do you have the right address database? Then a DM print campaign combined with a call centre-campaign is likely to get you the highest response rate.

Target group research

The starting point is knowing what you want to tell to whom and where you can best reach them. AgriCommunicatie, in collaboration with colleague agency ReMarkAble, mapped out communication and media behaviour of various segments of the agricultural target group. Based on these target group surveys, we can give you substantiated advice on where and how your agricultural target audience informs itself and which sources it takes seriously.


The question is therefore not so much: 'what is the cheapest', but 'what is the most cost-effective'. Recently, a customer asked us to set up an e-mail campaign for an agricultural target group in combination with various online and offline advertising. The customer did not (yet) have his own address database. AgriCommunicatie compared the reach and total costs of the (one-off) e-mail campaign with hiring addresses for a one-off post mailing. The much broader reach and higher attention value of the post mailing more than outweighed the relatively small additional costs compared to the e-mailing.

Want to know more?

Would you like to confer with us about what the most suitable choice is in your agricultural marketing case? Or plan an action for building your own e-mail address database? Then make an appointment today to increase the yield of your marketing efforts.

table offline versus online marketing
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