Digital marketing and the construction of brands for small wine producers

Abstract

Digital marketing has become an important advertising and information tool, as interactive communication between producer and consumer can be generated. This paper develops a strategy for digital and social media marketing in order to gain the attention of consumers and to develop a brand image in the wine sector. Two studies were conducted in order to analyse what consumers seek and what producers in Germany currently do to build their brand image via digital channels. Findings reveal that producers in most cases do not satisfy the needs of consumers, hence a digital marketing strategy needs to be established to build a brand image.