There has never been a year like 2025 in which AI, data analytics and robotics were mentioned extensively. This has been a year of incredible innovation amongst most economic sectors as leaders in almost every institution have been asking themselves and are strategising how they can optimally benefit from these technological advances for their companies and in their areas of influence. Agriculture has not been left behind as agribusinesses and farmers stand to benefit immensely if they also partake in the technological advancement.
An area that is still a cause for concern within the agricultural sector is the low use of digital marketing from agribusinesses and farmers in Zimbabwe. The less investment agribusiness participants make in digital marketing the less they are able to sell their products and services optimally.
The main constraints that come with not fully using digital marketing are: limited market reach; dependence on middlemen; limited access to market information and consumer trends; inefficient distribution and sales channels; inability to build customer relationships; reduced competitiveness and missed opportunities for partnerships and funding.
Without digital marketing, farmers and agribusinesses are often confined to local or regional markets, which results in them missing opportunities to reach national or international buyers who may pay higher prices. For example a small organic farm could sell to urban consumers online, but without digital channels, it relies only on nearby markets.
Another interesting fact here is that sometimes agribusinesses are actually producing enough to supply regional and international markets but their lack of consolidation leads them to be unable to supply the markets. Consolidation which can be garnered through knowledge of marketing sharing online.
Less marketing investment in general means a higher dependence on middlemen. In the absence of direct online promotion or e-commerce channels, agribusiness and farmers depend heavily on brokers and wholesalers that cause them to earn lower profit margins, as intermediaries take a significant share.
A sad fact we have observed first hand is that there are still many farms that do not have a basic logo or even a name. Naming a business builds attachment and a sense of pride which helps with brand awareness and product differentiation. Many agribusinesses and farmers produce similar crops, but few have a unique brand identity which leads to agroproduce being commoditised, competing mainly on price. Digital marketing tools facilitates showcasing of product quality, sustainability and or origin.
Less digital marketing means limited access to market information and consumer trends. Without online engagement, farmers lack insights into: consumers’ needs; emerging food trends (organic, traceable, eco-friendly) and pricing data and competitor activity. All information crucial for making good marketing decisions and for maximising on opportunities for innovation is available.
Optimal usage of digital marketing improves distribution and sales channels as traditional marketing limits awareness of alternative sales channels available through e-commerce, online farmers’ markets and subscription models (farm-to-table baskets). Modernised distribution systems require the exploitation of digital marketing.
Customer relationships are built more effortlessly through the use of digital marketing as it promotes direct communication with customers via social media, email and websites. This interaction provides a customer feedback loop that enables agribusinesses to adapt products to customer preferences or build loyalty.
Competitors using digital marketing can: reach customers faster; offer better engagement and online convenience and build recognisable brands. Unfortunately, those that do not employ it risk becoming invisible in the modern marketplace.
Exposure leads to online recognition and liaisons. An agribusiness without a digital presence misses opportunities for partnerships and funding. Many agribusiness investors, NGOs, and development programmes look for partners with a digital footprint.
In conclusion digital marketing has emerged as a transformative force in Zimbabwe’s agribusiness sector, offering new pathways for producers, processors and marketers to connect with consumers and value chain partners. Traditionally, agricultural marketing in Zimbabwe relied heavily on physical markets, cooperatives and middlemen. However, the rise of internet penetration, mobile technology, and social media platforms has created opportunities for agribusinesses to leverage digital tools to improve visibility, efficiency and profitability.
In the new era digital marketing will see the use of: hyper-personalisation through AI and machine learning; immersive and interactive experiences (AR / VR / mixed reality); new search and interaction modes – voice, visual and conversational; data privacy, first-party data and ethical marketing; blockchain, tokenisation and new loyalty ecosystems plus omnichannel and seamless customer journeys.
That is, however, a tale for another day. Right now, the future is green and bright for agribusinesses.
The writer is Eng. Tapuwa Justice Mashangwa, GCEO Emerald Investments, CEO DataFarm, CEO Emerald Agribusiness and CEO TranslateZW. He can be contacted on +263771641714 and email: tjmashangwa@gmail.com or tjm@emeraldatafarm.com.-herald
