in portrait at marketing club Graz

Interview with Thomas Mühlbacher

Number one in Austria with intelligent use of data

With almost 70,000 used agricultural machinery, the agricultural portal is one of the leading marketplaces for agricultural machinery in Europe. At present, the value of the machines offered is more than one billion euros. In addition, farmers trade with all products around the farm. Hundreds of new ads are released every day. But high reach is also achieved on social media: The Facebook fan page of the agricultural portal is one of the largest Facebook communities in Austria, more than 100 million times videos about agricultural technology and agricultural operations have now been posted on YouTube.

Dr. Judith Schloffer

Based on “Landwirt – Die Fachzeitschrift für die bäuerliche Familie”, Thomas Mühlbacher developed the portal and listed it among the top ten portals in Austria. In his lecture, he explained how an anonymous user becomes an important data set for further communication and how intelligent data management can reach more than one million unique clients per month.

Efficient search and social media activities support this growth.

A disruptive business model emerges

Originally, ads for used machines were placed in weekly newspapers. For example, the Chamber of Agriculture publishes a regional newspaper in each federal state, and the Farmers’ Federation also has regional newspapers. The private Landwirt Agrarmedien Verlag has been publishing the newspaper “Landwirt” – formerly “Der fortschrittliche Landwirt” – for almost one hundred years. In the meantime, the medium has a circulation of about 50,000 subscribed copies and reaches over 165,000 readers. (…)