Despite the fact that domestic products are sometimes of higher quality, compared to imported ones, the inadequate approach to advertising impacts the unsufficient number of reached consumers, leaving domestic products unnoticed. Consumers do not have sufficient information about domestic products and may not even know they exist, as provider do not advertise their products online. The reason lies in provider's lack of knowledge about all the options and methods offered by online advertising. Imported products, with a good advertising strategy, marketing, promotion, as well as prices, are displacing quality domestic products. Slovenian agriculture is facing several problems in the race to better enforcement and market visibility. Types of advertising that were typical in the pre-digital age, such as advertising in print media, on jumbo posters, on radio and television channels, are no longer sufficient, or do not exploit the potential offered in terms of achieving appropriate target groups, time intervals and feedback on advertising performance. We live in a time of information overload, meaning that agricultural holdings who fail to follow the trends of advertising and proper consumer informing, remain unnoticed online. Social media (such as LinkedIn, Facebook, Twitter, Instagram, etc.) are an important part of the consumer's everyday life and consequently one of essential channels for agricultural holdings, services and products visibility increase. The presence of agricultural holdings in social media is of course only part of rich online advertising spectrum. The optimal use of the web and online advertising requires a comprehensive strategy that does not only inform, but creates a sustainable interaction with consumers.
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