Digital Marketing Research Plan for Increasing Brand Awareness of Kranicz Orchards

The agriculture sector predominantly uses a non-digital approach, primarily relying on loyal customers and word of mouth for their advertising (Bojkifá et al. 2018). Kranicz Orchards is my family's 150-acre fruit farm in southern Ontario; we have adopted an 'old school' tactic since establishing it in 1977. My MRP will help digitalize aspects of the farm's operations by implementing digital techniques such as paid search advertising, search engine optimization, social media, and video marketing. Thus, my research aims to analyze these various digital platform analytics about the farm to discover the overall effectiveness of social media and web platforms to help grow a business in agriculture.