Digital wine marketing: social media marketing for the wine industry

• Autor(a) principal: Viana, Natália Andrade
• Data de Publicação: 2016
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/34635

The wine industry recognizes the increasingly relevant role of digital marketing as a valuable and appropriate tool to reach (adult) consumers. This paper intends to trace a brief analysis about Digital Wine Marketing and Social Media Marketing contribution for the Wine Industry to increase brand awareness and sales and develop a short guidance to digital marketing as well. When consumers search for wine and wineries on internet they are bombarded with an massive volume of brand messages, meaning that delivering creative, polished content is key if a brand wants to capture people's attention. So, make a good wine is a important part of the work, but after this is necessary to give it the presentation it deserves, communicating accurately to consumers and have in mind that digital marketing activities are in a state of evolutionary development, where new trends are likely to occur rapidly and wineries have to adapt.