Horticulture ’s future in a digital world was the issue of discussion at the second AIPH World Ornamental Horticulture Summit , held on 28th September at Expo Floriade 2022 in Almere , the Netherlands .
“ ‘ Digital ’ is a life posture , ” say keynote verbalizer Domingo Iudice . “ You have to adapt quickly and channel-surf all the chance uncommitted . It ’s painful , but it works . ”
Domingo plant the digital marketing agency Brainpull , ground in Italy , in 2012 . Today , the troupe has 80 fellow member of staff in Puglia , Milan , and the US . In his intro , he used examples from his own career to illustrate the immense benefit of using digital tools to reach potential client .
“ Digital squares modify quickly , but they always offer great opportunities . They are the largest meeting situation in the world and influence customer purchases . Digital tool allow business concern to advance feedback , control processes , and connect with people . ”
Domingo highlighted that with the standard B2B2C structure , producer have no relationship with their final stage consumer . Using digital tool , producers can establish a relationship with the consumer , gain feedback , and make better decision for the future .
Attendees also pick up from Justin Hancock , Senior Brand Marketing Manager for Costa Farms . He explicate how and why Costa Farms is utilize digital tools . “ The current consumer might not be using digital , but tomorrow ’s consumer is , ” he said . “ We have to get in front of them . ”
“ More and more consumer are spend more and more fourth dimension on social media . You do n’t require to make consumer descend to you . You require to get to where they are . societal media also allow you build a relationship with your consumers . ”
Justin also highlight the note value of compile data from on-line sources . This may be from direct feedback by a consumer , but there is an equally valuable source of datum that can be deal from social metier . Digital platforms allow producer to find what is trending and how people are plight with products , giving companies insight into their customer ’ need .
harmonise to a 2022 Shopify report , 61 % of consumers bank influencer recommendation . One such influencer is Darryl Cheng , creator of the House Plant Journal and author of ‘ The New Plant Parent . ’ Darryl represent a different perspective on communicating with consumers via social medium . He explain his own approach to produce interesting and engaging message . By providing impactful tips and tricks , he enable his following to have greater achiever with their houseplant , hence building a positive human relationship with the producer who issue the plant . Darryl , therefore , provide a valuable connection between the producer and the consumer .
Attendees also heard from Michael Perry , better know as Mr. Plant Geek . With a background as a Cartesian product Developer for Thompson Morgan in the UK before flip-flop to his garden personality life history , Michael has a unequaled view of the industry from both the interior and exterior . He offered perceptivity into the ever - grow list of social mass medium platforms and how each of them is used in their unequaled means . He comment that not every platform is suited for every business sector , saying : “ prefer the political platform that is right for you , and do n’t do it because you sense forced to . ”
Commenting on the summit , AIPH Secretary General Tim Briercliffe enjoin , “ This pinnacle brought together byplay and organizations from across the globe so that together we can organise for a changing digital reality . It was clear that the opportunities are vast , and there are smashing instance of companies taking them , but there is also the danger of being left behind , and it was so worthful to get an insight into how we will require to relate to the consumer of the hereafter . ”
Other loudspeaker were :
For more entropy : AIPHwww.aiph.org
