Promoting Italian Food & Wine in The Digital World: Digital, Multi-Channel and Storytelling Marketing

An expert from Ca' Foscari University will held a seminar which will illustrate how to promote food and wine through new media: digital marketing, multi-channel marketing and storytelling for the enhancement of Italian food and wine. Digital technologies allow small and medium sized enterprises –the vast majority of the Italian food and wine entrepreneurial fabric– to enlarge the geography of their markets, to profile potential clients effectively, to customize their promotion and to tell elaborate and thick stories in a manner that traditional media would not allow. Moreover, digital tools are of paramount importance in the behavior of consumers: younger generations push for the digitalization of experiences, both in the form of content production and management of transactions; older ones appreciate to navigate a variety of channels to enjoy content (traditional media, events, digital outlets) and to buy preferred items (phygital experiences). The masterclass will show the results of recent research initiatives aimed at mapping Italian SMEs digital marketing strategies and will single out trends and development trajectories for the food and wine sector.