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The role of FutureBeef in marketing and extension

Ward, J. and Sallur, N. (2019) The role of FutureBeef in marketing and extension. In: Proceedings of the Northern Beef Research Update Conference, 19-22 August 2019, Brisbane, Queensland, Australia.

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The seven ‘touches’ rule is a common marketing theory used commercially worldwide. The theory indicates that it takes seven communications (of any form) with a consumer before they will commit to an idea or undertake the requested action. For online content contributors to FutureBeef.com.au where the intent of the content is to inspire action or behaviour change, the theory would suggest that a multi-pronged approach would be more successful at raising exposure and awareness of project outcomes than a singular post. Additionally, users of FutureBeef.com.au only spend on average two minutes and forty-eight seconds on a FutureBeef page before either viewing another page on FutureBeef.com.au, or exiting the website (Google analytics, 2019).
To combine the seven touches marketing theory and the behaviour analysis of users of FutureBeef.com.au, the following e-communication strategy is advised for FutureBeef content contributors.

Item Type:Conference or Workshop Item (Paper)
Business groups:Animal Science
Subjects:Agriculture > Agriculture (General) > Special aspects of agriculture as a whole > Sustainable agriculture
Agriculture > Agriculture (General) > Agricultural education
Agriculture > Agriculture (General) > Agricultural education > Research. Experimentation
Agriculture > Agriculture (General) > Agricultural education > Agricultural extension work
Animal culture > Cattle
Live Archive:10 Feb 2020 05:35
Last Modified:03 Sep 2021 16:45

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