For food producers or even restaurants, building a business website using Squarespace, WordPress, or Shopify is a successful and straightforward process. For wine brands, there are many options for Direct to Consumer Selling (DTC) e-commerce platforms.
And with more options for selling via websites, brands that are not related to alcohol or cannabis can market these products on Instagram / Facebook and link to products in Instagram bios or TikTok. (I don’t recommend using a social media bio integrator.)
Digital trend n Â° 5: Marketing automation
With the rise of e-commerce and walk-in cellar tours, marketing automation can help brands maintain constant contact with their customers. Implementing automations like messaging workflows, retargeting, analytics, and social media scheduling takes a bit of time, but once you’ve got them up and running you can focus on other parts of your business and continue to grow.
âWineries have been able to drive growth throughout 2020 by dedicating resources to digital marketing and e-commerce. Now that the wineries have reopened, there are a lot of other priorities to manage, so those who can automate these activities will be well positioned for the future, âsaid Andrea Smalling, Marketing Director of WineDirect.
When it comes to in-person automation, QR codes are here to stay. Some trend-setters have been using QR codes for over 10 years, but they didn’t really become a big part of mainstream marketing efforts until phones could use them natively in the app’s app. camera.
Now, due to social distancing during the pandemic, QR codes can be found in many places. Some restaurants even take marketing automation a step further by automating the entire buying process, where customers can purchase food or wine through an app and have it delivered right to their table.
Digital trend n Â° 6: Analysis of consumer data
When I spoke to Andrea, we discussed that data is the key to achieving personalized digital communications.
âWe all get so much communication these days, by email, SMS, all social media, everywhere! People log out (and unsubscribe!) If the communication seems irrelevant or cold. But receiving any type of communication that seems tailor-made for you (reference to past purchases, for example) can be so much more motivating and make you feel good about your purchase.
Digital data through a single dashboard like Whatagraph that captures data from each social media platform, as well as digital advertising platforms, can help brands take a holistic look at what is working and what businesses are doing. must correct.
WineDirect also has a unique platform that gives its e-commerce and Wine Club customers the ability to easily see key trends and growth opportunities to make those personalized, wine industry-specific connections.
Digital Trend # 7: Continued Attention to Email Marketing
In the past, wineries or restaurants had a physical sign-up sheet for their mailing lists. Now the options are endless for capturing addresses. (Learn more about creating a landing page that makes sense for your business.)
âWith updated privacy settings and a limited ability to track and collect consumer behavior, it will be even more important to ‘own’ your online contacts and communicate directly with them. We’ll see brands and retailers embrace their mailing lists when they realize how useful it is to reach out to their audience directly, without expecting an algorithm to be in their favor, âsays Alison Ball.
Digital Trend # 8: Caring About People and The Ingredients In Products
Customers want transparency in which brands they choose to give their money to, and brands that use social media platforms to share their message have an easier time finding an audience that cares about the same issues.
However, it’s not just about sharing a story or a message. Laurie of Outshinery said, âThe wine industry is ready for more interactive visuals. Wineries will embed QR codes and other elements on labels that put information in the hands of the customer.
âCustomers want to see more visibility on back labels, including the values ââand certifications that may appear there. Think about sustainability efforts, B Corp status, women, etc. She said. By incorporating these values ââinto all aspects of your digital marketing (and in person), customers can make informed decisions about which brands they want to support.
As the economy opens again, marketers face a landscape disrupted by a pandemic, new business models and hybrid events (in person and live), to name a few. . Using the data and marketing automation tools provided by digital platforms, brands can focus on telling their story to customers in a personalized way using lifestyle images, videos, email marketing, etc.
By taking these eight trends into account, businesses can stay ahead of the curve.
Shana Bull is a marketing educator and digital storyteller who works with wine, food and hospitality companies, teaches marketing and freelance writing. Contact her with your digital marketing questions at [email protected], @sharayray on Instagram, or at shanabull.com.