First of all: what is Big Data? Data. Huge, monstrous aggregates of data and information. When we use big data in marketing, we have to consider the challenge of the “3Vs”: volume, variety, and velocity of data.
What does all this have to do with the bucolic world of wine? Everything.
Yes, because wine is also a world of data.
We can leave aside the production sector and limiting ourselves to those of marketing and communication for one moment. Indeed, knowing how to manage large masses of data can mean the difference between success and failure. Even more when launching a new wine.
Indeed, it includes the restyling of a label, the positioning of a product, and much more. What is interesting, however, is that by cross-referencing seemingly unrelated data, forecasts can be made that can direct a marketing campaign, pricing policy, and the creation of dedicated services for a given customer segment.
A deeper glimpse into the sector
Research presented at Vinitaly a few years ago showed that when it comes to making marketing and communication decisions, many producers do it wrong. They rely on their imagination, proceeding on instinct, without any planning.
With the advent of new technologies and mobile systems, the generation and flow of big data technology have even increased. This represents a huge opportunity for the industry, as big data holds the answers to every possible question a manufacturer can ask, from trends to customer aspirations and desires.
With digitalization, online wine sales have increased significantly. Consumers are increasingly buying through the company’s website and this phenomenon allows us to collect more data than ever before.
How to implement big data marketing?
Therefore, websites need to be optimized and consider certain elements such as:
– Richness of images and videos: highlighting the salient features of the company and the winery, so as to convince the tourist to visit it;
– Names and photos of the owners: useful for emphasizing the direct relationship with the producer and for making the visitor, when he arrives at the winery, feel more comfortable knowing in advance who the various managers are;
– Map of the location of the winery: so that the visitor has no difficulty in finding it.
In fact, best wine ecommerce, and the monitoring of specific keywords in the world of wine and e-commerce are essential. These, together with information or sales applications via smartphones, identified a total of 486 pieces of content in the last year.
The e-commerce giants are also attentive to the world of wine and its evolution.
On the occasion of the last Black Friday, Amazon decided to launch its own line of wines. Indeed, under the Compass Road brand, they entered the European market.
An experiment with five different wines, among the most popular among users, with price proposals accessible to all.
Amazon’s experiment is designed to get European consumers used to buy bottles of wine online over time.
Wine producers and experts in the global wine market will have the difficult task in the future of transforming the billions of data available into unique opportunities for their business.