Yet, most wineries failed to recognize key social and buying patterns of millennials — a prerequisite for alignment of their sales and marketing strategy. Their average daily use is no less than 2 hours.
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For shopping information Social Media is their most preferred source. Being trendy people themselves, they look for the same in brands.
Make purchasing decisions based on price 1 - Price 4 - Store 2 - Quality 5 - Availability 3 - Brand Buying patterns of millennials show that they are much more sensitive to price as a decision making factor than any other group of our society. Their primary source of loyalty program information is still E-mail.
Adjust communications patterns, establish a strong social footprint to drive engagement and conversion.
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Instant access to wine information and engaging content, easy sharing of impressions are vital for targeting millennials. Getting the customer experience optimized for smartphones and tablets of the winery website is fundamental. Customers communicate ever more across social networks. They share information, offers, experiences, opinions — making it easy for them is key. Social is about engagement — all competitive wineries should establish a strong social footprint.
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It is less complex than it sounds: not all channels are equally important. On which channels a particular winery should be depends on the target audience and their social behavior.
- The current market of Italian wine;
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- Read Successful Social Media and Ecommerce Strategies in the Wine Industry Ebook Free?
Social media for wineries is about conversation between them and their prospects and customers. Rather than focusing on one-directional communications the next generation marketing efforts should consider how customers react. Thanks to advanced digital marketing analytics and promotion tools a large part of the engagement can be automated.
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Wine Marketing - Direct to Consumer | WSI Next Gen Marketing
Why Digital Wine Marketing How wine businesses need to change their go-to-market. Wine Industry Today. Social media and wine are a match made in heaven — both are about engagement. Are wineries ready?
How Wineries are Adopting Digital Tools
German wineries Public relations Information broadcasting Advertising. US wineries Customer engagement Promotion Sales conversion.
New customers Meanwhile many wineries failed to make the leap to the new digital world, a new set of customers emerged: the millennials. What wineries need to do. Integrate traditional communications strategy with new digital marketing. Build own webshop with marketing automation, attractive prices and loyalty programs.
Successful Social Media and Ecommerce Strategies in the Wine Industry
By providing a global overview of social media and e-commerce strategies and practices in the wine business, this book allows readers to understand how consumers and producers deal with these modern communication and selling platforms. He has published several articles and books in German, English and Hungarian. She also works as a wine judge and serves on several non-profit wine boards. Dani Kolb is a manager at Kellen Global Association Management Company, where she is responsible for the communication activities of associations from various industries and professions.