Web marketing strategy in the wine sector: The case study of the Prosecco world

Abstract

The emergence of new technologies has influenced and affected the entire society. We have entered in a new phase defined as the digital era, that it is modifying the life style and the way to communicate within people. Moreover, globalisation and technological progress, have changed the market structure transforming the way companies are doing business. In this sense, social media, considered the fuel of the “new wave technology”, not only has become a relevant device in people daily life transforming the human interaction approach but also it has revolutionized the marketing and communication practice influencing the company business strategy. Considered as a strategic marketing and communication tool for business, social media if adopted properly can provide advantages in terms of sale, brand awareness and corporate reputation fostering a real time communication with customers. In order to survive and be competitive in the global market companies must implement and carry out a web marketing strategy. This is true also for wineries. This research aims to measure the social media adoption and the activities of Italian wineries located in the Prosecco area. It has been stressed out attitudes, practices and strategic implications of Prosecco wineries within social media tools, investigating the reasons and factors that influence the adoption but also the criticalities that limit their use. In order to study this, an exploratory survey has been created and spread toward Prosecco firms located in Veneto region. Data are collected by an online survey using Qualtrics software.