DIGITAL MARKETING STRATEGIES IN THE ITALIAN WINE SECTOR

In this chapter, the authors study agro food SMEs and especially SMEs in the wine sector, which combine several common characteristics, and they make a comparison between e-marketing strategies and e-commerce adoption in wine SMEs in two European countries: Italy and Greece. Taking into account the existing literature about the use of the Internet for wine marketing, this study identifies the online marketing strategies and the Website features used by the Greek and Italian wine producers.

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SYMPOSION – La cultura del vino nei valori della conoscenza storica e nelle strategie di mercato | The Culture of Wine within the Values of Historical Knowledge and the Marketing Strategies

10.36253/978-88-6655-122-5 ◽

2012 ◽

Keyword(s):

Mediterranean Area ◽

Marketing Strategies ◽

Historical Knowledge ◽

Strategic Development ◽

Italian Wine ◽

Close Relationship ◽

Wine Sector ◽

University Of Florence ◽

The University ◽

Insight Into

The "Symposion" project was launched in 2008 through collaboration between the Centre for the Strategic Development of the Italian Wine Sector (U niCeSV) of the University of Florence, within the framework of the activities of the Culture and Territory Observatory, and the Tuscan Archaeological Commission (National Archaeological Museum of Florence). The project involves the promotion of seminars and conferences, both in Italy and abroad, accompanied by exhibitions and specific publications offering insight into issues related to the presence of the vine and wine among the peoples of the Mediterranean area, from prehistoric times up to the present, and analysis of the significance of the close relationship between product, land and culture.

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PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT ◽

10.36226/jrmb.v1i2.17 ◽

2016 ◽

Vol 1 (2) ◽

pp. 133-144

Author(s):

Nadya Nadya

Keyword(s):

Social Media ◽

Consumer Behavior ◽

Marketing Strategy ◽

Marketing Strategies ◽

Digital Marketing ◽

Social Media Marketing ◽

Digital Era ◽

Marketing Social ◽

Technological Developments ◽

Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

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Transformation from Traditional to Digital Marketing: A Case on Facebook Marketing for Micro Foodservice Brands

Journal of Business & Economic Analysis ◽

10.36924/sbe.2019.2201 ◽

2020 ◽

Vol 2 (2) ◽

pp. 166-187

Keyword(s):

Marketing Strategies ◽

Restaurant Industry ◽

Digital Marketing ◽

Customer Engagement ◽

Per Se ◽

Potential Customers ◽

Inexpensive Technique ◽

Facebook Marketing

This study analyses the transformation of marketing strategies from traditional to 'digital' and finds out the efficacy of 'Facebook' marketing for small or micro-enterprise brands; in the case of the restaurant industry. The study looks for the answers to questions such as How ‘Facebook' has changed the means of marketing in the case of small restaurant brands. Two restaurant brands were considered for the study. A qualitative case approach was adopted for the study. Major findings of the study have revealed that Facebook marketing is the direct, easiest and economical mode of communication with current and potential customers through 'Facebook page', to disseminate information regarding brand and services through 'Facebook posts', 'Comments' and 'chats'; besides, to maintain rapid feedback service to customers' queries. In addition, through 'Facebook' activities i.e., an instance of 'Likes', 'Reviews', 'Check-ins', and' Share' customers, themselves ensue as a source for promoting the brands. Nevertheless, for these small or microbrands' Facebook Marketing' per se, it is an inexpensive technique for effective marketing; additionally, it fosters mutual relationships and increases the level of customer engagement.

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Innovative Marketing Strategies for Select E-Commerce Companies in India - A Review.

SMS Journal of Enterpreneurship & Innovation ◽

10.21844/smsjei.v5i1.15137 ◽

2018 ◽

Vol 5 (1) ◽

Author(s):

Amit Kumar Bhanja ◽

P.C Tripathy

Keyword(s):

Artificial Intelligence ◽

Internet Of Things ◽

Business Environment ◽

Marketing Strategies ◽

Point Of View ◽

Digital Marketing ◽

Customer Base ◽

Innovative Methods ◽

Online Shoppers ◽

Drastic Increase

Innovation is the key to opportunities and growth in today’s competitive and dynamic business environment. It not only nurtures but also provides companies with unique dimensions for constant reinvention of the existing way of performance which enables and facilitates them to reach out to their prospective customers more effectively. It has been estimated by Morgan Stanley that India would have 480 million shoppers buying products online by the year 2026, a drastic increase from 60 million online shoppers in the year 2016. E-commerce companies are aggressively implementing innovative methods of marketing their product offerings using tools like digital marketing, internet of things (IoT)and artificial intelligence to name a few. This paper focuses on outlining the innovative ways of marketing that the E-Commerce sector implements in orders to increase their customer base and aims at determining the future scope of this area. A conceptual comparative study of Amazon and Flipkart helps to determine which marketing strategies are more appealing and beneficial for both the customers and companies point of view.

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Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

Sustainability ◽

10.3390/su13126735 ◽

2021 ◽

Vol 13 (12) ◽

pp. 6735

Author(s):

Ganesh Dash ◽

Debarun Chakraborty

Keyword(s):

Customer Satisfaction ◽

Life Insurance ◽

Purchase Intention ◽

Purchase Intentions ◽

Digital Transformation ◽

Marketing Strategies ◽

Digital Marketing ◽

Five Dimensions ◽

Customer Involvement ◽

The Relationship

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

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The Italian Wine Sector: Evolution, Structure, Competitiveness and Future Challenges of an Enduring Leader

Italian Economic Journal ◽

10.1007/s40797-021-00144-5 ◽

2021 ◽

Author(s):

Eugenio Pomarici ◽

Alessandro Corsi ◽

Simonetta Mazzarino ◽

Roberta Sardone

Keyword(s):

Economies Of Scale ◽

Production Systems ◽

International Markets ◽

Structural Features ◽

Italian Wine ◽

Diamond Model ◽

Future Challenges ◽

Wine Sector ◽

European Policies ◽

Average Size

AbstractThe Italian wine supply chain has performed well in recent decades both in terms of profitability and success on the domestic and international markets. This is despite the fact that it is fragmented in terms of products, prices and consumption context, and, in particular, despite the fact that it is characterised by an organisation that hinders the full exploitation of economies of scale. This paradox has not been investigated in literature. We propose several elements in support of the hypothesis that the Italian wine sector’s success is linked to favourable elements of the Porter Diamond Model (5 out of 6) but also to the “district” nature of a large part of the sector. The presence of numerous networks, some of which are formal and others informal, gives most Italian local production systems specialising in grapes and wine the characteristics of industrial districts, due to the local social capital that is stratified there. These networks include operators such as Cooperatives and Consorzi di Tutela, upstream and downstream industries and services, tourism, research and educational bodies. Such networks can overcome the weakness represented by the low concentration and small average size of the operators. To support this hypothesis, we analyse the historical evolution of the sector and its drivers, the structural features of the different phases of the wine chain (grape growing, winemaking, bottling and distribution), the market relationships within the chain and the national and European policies favouring the sector. This analysis also underlines the differences between the Italian sector and its competitors from the Old and New World.

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