The head of a U.S.-based marketing company has spoken about the enormous and often unknown opportunities digital media can offer businesses in all areas of the food industry. 

DMA Solutions CEO Dan'l Mackey Almy gave the presentation at the Produce Marketing Association (PMA) Fresh Connections: Mexico, and highlighted the benefits good digital marketing strategies can have for companies.

She began by explaining how traditional forms of media, such as posters, radio and television are greatly limited when compared to digital media, as they only provide very specific information to the receiver.

"The two main differences between traditional and digital are cost and feedback," Mackey said.

"[The media] is traditional in one sense - you sit down and suddenly the commercial appears. If that's what interests them then it's fine, but this information only reaches the audience in one sense."

"Even when you go to the store and see a package, that's also an ad in one direction. However, there are two digital channels. In social networks and on websites, you get a response back."

Mackey then gave a simple, everyday example of how producers, exporters and other members of the supply chain can get closer to the customers and get to know them.

"If I'm a strawberry producer and they send me a tweet about a recipe they are looking for, if I'm watching Twitter, I can send information back. It is information that flows both ways," she said.

"But why is this such a big opportunity? It's because the old method is focused on marketing and communication in one direction, either on television or on displays.

"The difference with digital media is that it is about listening, connecting, and then committing. It is very difference to how it worked 5-10 years ago, no matter where you are in the supply chain."

The aim is to try and listen to the audience, who has a newfound voice in an array of channels. Companies must listen to them and connect with them, but according to their terms, not those of the company.

"An ad on TV is not on my terms, but if I am on your website and I am looking for a recipe, then it is on my terms," Mackey said.

She noted that it is not about completely ignoring traditional media, but about creating strategies that deliver the necessary information to the customers and generate opportunities to listen and understand them better.

"We are moving away, not abandoning [traditional media]. We are expanding beyond traditional methods to include digital methods. What we are doing today is 360-degree, we are using both traditional and digital," she said.

In addition, although the financial cost of digital marketing is considerably less than traditional media, Mackey stated investment will require time and organization.

The DMA Solutions head then went on to highlight the opportunities digital marketing offers companies within the food industry, specifically to increase their visibility and sales.

"Consumers have to eat every day. Our main goal today is to reach them all. The opportunity is there, are we are there every day. They are looking for food, but you have to give them ideas about food," Mackey said.

Pinterest will soon become the third most popular social network, behind Facebook and Twitter, and on that site the most popular category is food and drink, making up 11% of clicks.

"This is what drives growth. Consumers aren’t just searching on Google, but they are sharing ideas with each other at the same time," she said.

Mackey also emphasized that a key aspect of using digital media effectively is keeping websites updated and constantly using new keywords for the consumers searching on the internet.

"It's very difficult to make the most of digital marketing without having a website full of keywords that the customer wants to find."

Finally, she noted it is important to know what consumers are doing once they have arrived on your website.

"If [consumers] want to learn more about your team, your products or a particular product, this gives you the opportunity to make changes. That's the beauty of digital marketing; we can constantly see what gives us opportunities and can make the necessary changes in real time."

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