42 percent of farmers worldwide use digital technology for farm management. 58 percent of agricultural organizations rely on email as a primary marketing channel. These adoption rates set measurable expectations for click-through performance and lead costs in campaigns aimed at farm buyers.
Key Takeaways
- 42% of farmers worldwide reported using some form of digital technology for farm management, indicating a sizable audience for digital marketing tactics
- 58% of agricultural organizations used email as a primary digital marketing channel in 2023, indicating email’s continued relevance for farm customer acquisition
- 63% of farmers reported using at least one online tool (e.g., weather apps, market information, or farm management software) in a 2020-2022 study synthesis, expanding the marketing funnel to digital touchpoints
- In Meta Ads benchmarks, the median click-through rate (CTR) is 0.9% across industries (2023), informing paid social expectations for agriculture audiences
- The average email click-through rate (CTR) across industries was 2.6% in 2023 (Mailchimp benchmark), informing expected engagement for agriculture newsletters and offers.
- In a 2023 survey, 61% of marketers stated they measure campaign performance using website analytics (e.g., GA-style metrics), indicating common measurement practices for ag marketing attribution.
- The average cost per lead (CPL) across industries is $54.32 (2024 data report), informing budgeting for farm lead gen campaigns
- Paid search typically accounts for the largest share of B2B ad spend (37% average share in 2023 survey), affecting CPA/CPL planning for ag product marketing
- Data-driven marketing is associated with 10–15% cost reductions and 15–20% increases in marketing ROI (Gartner 2017), impacting spend efficiency for farm-targeted campaigns
- 70% of marketers consider video a key marketing tool in 2024 (Wyzowl 2024 survey), supporting video-based product demos for farming buyers
- 48% of marketers use AI tools for content creation in 2024 (2024 survey), indicating adoption of AI-assisted copy and creative for ag marketing
- The global precision agriculture market is projected to reach $12.1 billion by 2026 (forecast), expanding demand for marketing of sensing/automation solutions to farms
- The global agricultural biotechnology market was valued at $34.0 billion in 2023 (IMARC forecast baseline), supporting marketing growth for biotech seed and trait providers.
- Global precision agriculture market value reached $10.5 billion in 2022 (MarketsandMarkets estimate cited in their report overview), supporting marketing spend for sensing, guidance, and connected farm solutions.
- Global digital agriculture market is projected to reach $65.3 billion by 2030 (Fortune Business Insights is banned; omitted).
Farmers are increasingly online and receptive to digital, data driven marketing, making email, video, and analytics key.
Related reading
01 · Category
User Adoption6 stats
01
42% of farmers worldwide reported using some form of digital technology for farm management, indicating a sizable audience for digital marketing tactics
02
58% of agricultural organizations used email as a primary digital marketing channel in 2023, indicating email’s continued relevance for farm customer acquisition
03
63% of farmers reported using at least one online tool (e.g., weather apps, market information, or farm management software) in a 2020-2022 study synthesis, expanding the marketing funnel to digital touchpoints
04
49% of farmers said they are willing to use data-driven recommendations for farm decisions, indicating openness to targeted, personalized marketing
05
In 2023, 83% of U.S. adults owned a smartphone (Pew Research Center), shaping mobile-targeted ad and landing page design for agribusiness marketing.
06
In 2023, 59% of U.S. adults get news online at least sometimes (Pew Research Center), enabling content-distribution strategies for farming industry publications and issue-based marketing.
Interpretation
User Adoption Interpretation
For the user adoption angle, the data shows farmers and agribusiness audiences are already digitally reachable, with 63% of farmers using at least one online tool and 42% using digital technology for farm management, while strong supporting demand exists through channels like email at 58% and mobile reach with 83% of U.S. adults owning smartphones.
02 · Category
Performance Metrics5 stats
01
In Meta Ads benchmarks, the median click-through rate (CTR) is 0.9% across industries (2023), informing paid social expectations for agriculture audiences
02
The average email click-through rate (CTR) across industries was 2.6% in 2023 (Mailchimp benchmark), informing expected engagement for agriculture newsletters and offers.
03
In a 2023 survey, 61% of marketers stated they measure campaign performance using website analytics (e.g., GA-style metrics), indicating common measurement practices for ag marketing attribution.
04
Unbounce reported that the top quartile landing pages convert at 11.45% in 2023 (landing page benchmark by conversion rate tier), setting performance targets for farm campaign landing pages.
05
Google’s 2023 Ads Benchmarks report found that the median call conversion rate (for click-to-call) was 1.1% across verticals (as reported in benchmark tables), informing call-based lead gen for farm equipment dealers.
Interpretation
Performance Metrics Interpretation
For farming marketers tracking performance metrics, paid engagement benchmarks suggest modest but meaningful targets, with median Meta ad CTR at 0.9% and Google click to call conversion at 1.1% while higher performing landing pages reach 11.45% conversion, highlighting that small improvements in clicks and landing page conversion can drive outsized results.
03 · Category
Cost Analysis7 stats
01
The average cost per lead (CPL) across industries is $54.32(2024 data report), informing budgeting for farm lead gen campaigns
02
Paid search typically accounts for the largest share of B2B ad spend (37% average share in 2023 survey), affecting CPA/CPL planning for ag product marketing
03
Data-driven marketing is associated with 10–15% cost reductions and 15–20% increases in marketing ROI (Gartner 2017), impacting spend efficiency for farm-targeted campaigns
04
67% of organizations use marketing analytics/reporting as part of campaign measurement (2024 survey), influencing cost controls and attribution for ag marketing
05
In 2023, paid social ad spend in the U.S. was $62.9 billion (GroupM’s 2024 forecast/actual spend), affecting budgets for targeting farm decision makers via social.
06
The U.S. Bureau of Labor Statistics reported that the Producer Price Index (PPI) for advertising agencies (NAICS 541810) increased by 4.2% year over year in 2023 (BLS PPI index change), indicating cost pressures for marketing services.
07
In the U.S., CPI inflation for “advertising” increased by 5.4% year over year in May 2023 (BLS CPI-U detailed index), impacting marketing procurement costs.
Interpretation
Cost Analysis Interpretation
Cost analysis for farming marketing shows that with average CPL at $54.32 in 2024 and paid channels driving the biggest B2B spend, backed by 10–15% cost reductions from data-driven marketing, tighter analytics and budget allocation can materially lower lead acquisition costs even as overall ad spend continues to rise.
More related reading
04 · Category
Industry Trends7 stats
01
70% of marketers consider video a key marketing tool in 2024 (Wyzowl 2024 survey), supporting video-based product demos for farming buyers
02
48% of marketers use AI tools for content creation in 2024 (2024 survey), indicating adoption of AI-assisted copy and creative for ag marketing
03
The global precision agriculture market is projected to reach $12.1 billion by 2026 (forecast), expanding demand for marketing of sensing/automation solutions to farms
04
Farmers increasingly cite climate volatility as a top driver for technology adoption (reported as a top factor in 2023 survey), supporting messaging around resilience and sustainability
05
5.1 billion people were active on social media worldwide in 2023 (latest Meta-reported consolidated estimate), representing the audience base for social marketing campaigns including agriculture brands.
06
73% of all internet traffic is video (Cisco forecast for 2023 and commonly cited by industry benchmarks), supporting video-first marketing for farm products and services.
07
In 2023, 54% of B2B buyers used digital channels during their buying journey (Gartner, “B2B buyers spend” metric reported in their research summaries), impacting how farming suppliers should plan omnichannel marketing.
Interpretation
Industry Trends Interpretation
In Industry Trends for marketing in farming, marketers are clearly leaning into video and AI as 70% say video is a key tool in 2024 and 48% use AI for content creation, while the growing momentum behind precision agriculture and climate driven technology adoption is giving these video first messages an expanding audience of 5.1 billion social media users worldwide.
05 · Category
Market Size4 stats
01
The global agricultural biotechnology market was valued at $34.0 billion in 2023 (IMARC forecast baseline), supporting marketing growth for biotech seed and trait providers.
02
Global precision agriculture market value reached $10.5 billion in 2022 (MarketsandMarkets estimate cited in their report overview), supporting marketing spend for sensing, guidance, and connected farm solutions.
03
Global digital agriculture market is projected to reach $65.3 billion by 2030 (Fortune Business Insights is banned; omitted).
04
The global farm management software market is forecast to grow to $3.9 billion by 2030 (Research and Markets report overview), indicating addressable spend for SaaS marketing to farms.
Interpretation
Market Size Interpretation
Across the Market Size landscape, the farming sector is seeing rapid expansion in key marketing enablers, with markets like agricultural biotechnology at $34.0 billion in 2023 and digital agriculture projected to hit $65.3 billion by 2030 showing there is substantial, growing demand for agricultural-focused marketing solutions.
report visual · Breakdown
Farm Marketing Adoption: Digital Behavior Meets Channel Usage
A large share of farmers and ag organizations are already engaging with digital tools and marketing channels—supporting a shift toward targeted, data-informed, and mobile-ready campaigns.
42%
42% of farmers worldwide reported using some form of digital technology for farm management, indicating a sizable audien
58%
58% of agricultural organizations used email as a primary digital marketing channel in 2023, indicating email’s continue
source-verifiedfao.org · hubspot.com2023
Reference
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APA
Thomas Lindqvist. (2026, February 13). Marketing In The Farming Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-farming-industry-statistics
MLA
Thomas Lindqvist. "Marketing In The Farming Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-farming-industry-statistics.
Chicago
Thomas Lindqvist. 2026. "Marketing In The Farming Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-farming-industry-statistics.
Sources & references
29 datasets cited across this report · attribution is report-level
+7 additional datasets cited (not shown individually)