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About the course
This course provides an in-depth study of Direct-to-Consumer (DTC) marketing and eCommerce, including digital marketing, from a wine industry perspective. Participants will explore opportunities and challenges associated with eCommerce and DTC wine sales, and the methodology required to promote customer discovery, engagement, acquisition and loyalty. This course begins with a history and overview of compliance and the development of the DTC channel, the transformation of software platforms and digital technology over the past 15 years, and key components of web design and development. It then focuses on best practices in web, mobile, email, social media and all digital marketing channels to drive wine sales, tasting room visitation, event ticket sales, and wine club member acquisition and retention.
- LO1: Explain how digital marketing and eCommerce play an integral role as part of a winery's overall omni-channel retailing strategy.
- LO2: Make recommendations for the design and development of an eCommerce winery website and mobile platforms that utilize best practices from outside the wine industry.
- LO3: Recommend strategies for building customer engagement, retention, and loyalty for existing customers and prospects through eCommerce and digital marketing.
- LO4: Develop a DTC digital marketing strategy and budget to integrate into a winery's overall marketing plan.
- LO5: Effectively communicate with customers through traditional and new digital channels including web, email, mobile and social media marketing.
- LO6: Evaluate and optimize the consumer's mobile experience in all aspects of eCommerce and the DTC channel.