Facebook Share Pinterest AdvertisementBy Carin Oliver, CEO, Angelsmith, Inc.We all know that wineries are unique businesses and require specialized services that most of the marketing world just doesn’t understand. But as crazy complicated as your business is, your consumer’s journey is even more complex. The way they find, validate, and purchase wine has dramatically evolved. Consumers have increasingly turned to digital channels to learn about new wines and wine tasting experiences, research wines as they stand in the grocery store aisle, and buy more wine, more frequently, online. Digital and social marketing is where many traditional wineries have fallen out of step with consumer behavior. But how do you transform your marketing so that digital is a financially viable distribution channel for your winery?Even midsize organizations struggle to adequately develop strategies that provide a formalized approach to transform their marketing. This is where a comprehensive digital audit can help to identify gaps and opportunities, optimize ROI on digital investments, improve web and other digital performance and better understand how your winery performs against industry benchmarks.What Is a Digital Audit?At its core, a digital audit should be a complete review of your business’ online presence. It should include:A deep examination of your website, including its alignment with your brand, its content and information architecture, its ease of use, its technical setup, its performance on desktop and mobile, it’s search engine optimization, and so on.A review of ecommerce, checkout, and other conversion paths, with an eye to best practices, how well they perform, and if there are any points of friction for the consumer.A thorough exploration of your social media presence, including what social networks your business is on, how well it is represented on those networks, the quality and frequency of content posted to those networks, engagement with and by users of those networks, and how the effort impacts your overall business goals.A survey of your brand’s presence on third party review sites, including where you have a presence, whether your reviews on those sites are positive or negative, how your brand is managing those networks, and how traffic originating from those platforms convert on your website.A review of your email marketing, including the email platform, list management, send frequency, the content used, and how your database responds.An examination of your online advertising history, including channels used, targeting, performance, content, and generated revenue.An assessment of your analytics and tracking, identifying if critical metrics are being collected, proper sales attributions are in place, and if you are able to properly track all your online marketing efforts.An actionable and achievable recommendation roadmapWhy Wineries Need Digital AuditsWithout a comprehensive digital audit, a winery’s marketing mix may be misaligned with its consumers’ actions. And with so many digital options to choose from and limited resources (even the big organizations need to carefully choose which digital tactics to invest in), it’s impossible to make an informed decision without a roadmap that aligns with your winery’s growth goals.How a Digital Audit Helped One WineryA recent example is a winery that believed earned and organic media (PR, organic social) were responsible for the majority of their business results. While these tactics were driving considerable and critical awareness, the winery had over-invested in these and substantially underinvested in tactics to Intercept & Influence™ consumers who were closer to the sale. They had been told by several agencies that they should be investing more in unpaid social media. Angelsmith switched some of their resources to other tactics and optimized their website.The results from their digital audit better aligned their marketing with their consumer behavior and helped them better understand how their lack of web usability was holding them back from realizing digital as a profitable distribution model. So now, when consumers do land on their site they are more likely to convert.Rapid technological changes happen so fast that it’s really hard to not only stay on top of an ever changing set of best practices, but to integrate them into your marketing. For example, the increasing adoption of mobile has changed the way people find and utilize your website, how they engage with social content, which keywords they use to find your winery, and even how they make tasting room reservations. Although most wineries have someone in charge of making website updates and managing the day to day marketing, no one is responsible for taking optimizing for the customer journey. A comprehensive digital audit clear will provide a playbook to make digital a viable distribution channel for your winery.Expert Editorialby Carin Oliver, CEO, Angelsmith, Inc.Carin is the CEO of award-winning digital advertising agency Angelsmith. She developed Intercept & Influence™, a proprietary work process that maps how consumers use digital channels along their path to purchase. She is dedicated to understanding how affluent Americans make purchase decisions in wine, health & fitness, and restaurants. With more than 20 years of marketing experience, she loves to share her knowledge.Although never a high school geometry teacher, Carin is a great lover of test, iterate, and test again. You can find her in her Sausalito office with her husband and partner, Eric and their intrepid digital marketing team.Advertisement TAGSAngelsmithCarin OliverDigitalDigital AuditDTCExpert Editorialfeatured Home Wine Business Editorial Expert Editorial Why Wineries Need Specialized Digital AuditsWine Business EditorialExpert EditorialWhy Wineries Need Specialized Digital AuditsBy Expert Editorial – February 26, 2018 70 0 Previous articleCraftBeer.com Announces 2018 Great American Beer BarsNext articleProvence Rosé Group Created to Meet Premium Rosé Demand in US Expert Editorial Twitter ReddIt Email Linkedin
UK’s Chief Secretary to the Treasury Danny Alexander today announced what was described as “significant new government support for the oil and gas industry.”He and the Exchequer Secretary to the Treasury Priti Patel announced the changes today at a meeting with industry representatives to unveil a further set of reforms and provide further detail on the Autumn Statement measures.The reforms, described by the Government as ‘radical’, include introducing a basin-wide investment allowance designed to reduce the effective tax rate for companies investing in the future of the UK Continental Shelf.Furthermore, the government has said it has committed to boosting offshore exploration through supporting seismic surveys in under-explored areas of the North Sea.To ensure the longevity of the industry, the government will open discussions with the new Oil and Gas Authority on ways to remove fiscal barriers to extend the life of critical infrastructure, in addition to providing access to relief on the decommissioning of assets.This follows announcements in yesterday’s Autumn Statement, including an immediate cut in the rate of the Supplementary Charge from 32% to 30% from 1 January 2015.The reforms come as part of the government’s response to a consultation with the industry on the oil and gas fiscal regime that took place over the summer.Alongside the consultation, the government also looked at ways to boost investment in ultra-high pressure, high temperature projects.At the Autumn Statement, it announced a new “cluster area” allowance, which ministers and representatives from the industry signed as part of today’s visit.Chief Secretary to the Treasury Danny Alexander said: “I have always been an advocate of Scotland’s thriving oil and gas industry, which is why I’m here today announcing the government’s ambitious package to continue to support this hugely valuable sector. We’re incentivising and working with the industry to develop new investment opportunities and support new areas of exploration. This will help ensure that the industry continues to thrive and contribute to the economy. This level of support is only possible because we can draw on the combined strength and resources of the United Kingdom.”Exchequer Secretary to the Treasury Priti Patel said: “Today the government is demonstrating its long term commitment to supporting the North Sea oil and gas industry with a package of measures expected to drive around £7 billion of additional investment. These measures will reduce the tax burden on the industry, driving investment in the North Sea that will provide economic benefits to the UK for many years to come.”Industry calls for swift actionSpeaking after today’s press conference, Oil & Gas UK chief executive Malcolm Webb said: “A spirit of co-operation was very much in evidence today. We are encouraged to note that fiscal policy will now be framed in the context of the sector’s wider economic benefits and will also take account of the global competitiveness of the industry in terms of commodity prices and costs. Mr Alexander paid particular attention to the need for the Treasury to work with the new Oil and Gas Authority (OGA) and the industry in the tripartite approach as called for in the Wood Review, a view which Oil & Gas UK fully endorses and is committed to promote.“We are encouraged by these proposals but must now swiftly act on them given the current challenges facing the industry. The need for swift action was unanimously endorsed by all parties present (industry, Treasury and OGA) at the Fiscal Forum meeting immediately following the announcement. Senior industry figures at the meeting committed to identify the priorities for most urgent implementation and work with the Treasury and the OGA to ensure these are delivered as quickly as possible, and certainly by Budget 2015. Michael Tholen, Oil & Gas UK’s economics and commercial director, who led the pan-industry response to the Treasury’s recent consultation on the North Sea Fiscal regime, commented:“We are pleased that the Government has responded positively to many of the concerns we raised during the consultation. In particular, we asked for the current, complex portfolio of different allowance types to be simplified and the proposed investment allowance will, we hope, do just that. This new allowance will of course need to be pitched at the right rate. However, we are all in agreement that actions speak louder than words. There is no time to delay, we are at a critical stage in the life of the North Sea and look forward to the Chief Secretary’s proposals being swiftly implemented.”You can download the UK Government’s plan to reform the oil and gas fiscal regime as a pdf here.
Highlight:Arsenal beat Liverpool in the English Premier LeagueLiverpool’s hopes of surpassing 100 points this season have been dashedCristiano’s Juventus draw in Italian Serie A.London: Liverpool suffered another shock defeat in the English Premier League. Arsenal have struggled to find form this season, beating Liverpool 2-1. In another match, Manchester City beat Bournemouth 2-1. Juventus draw to a 9-point lead in the Italian Serie A.Despite taking the lead early in the match, Liverpool were unable to win at Arsenal’s ground. Sadio Mane (20) scored for Liverpool. However, Liverpool took the lead in the first half through Lacassette (32) and Nelson (44). Despite having 67% of the ball and 24 shots in the match, Liverpool’s defeat came as a surprise. This is Liverpool’s second defeat since the start of the season. The team conceded two draws. Liverpool, who have won the title 30 years later, have not been able to return to their old form. With the defeat, Liverpool’s hopes of surpassing 100 points in the season were dashed. Liverpool with 93 points from 36 games and Manchester City with 75 points are in the top two.Also Read: Kovid to brother Snehashish; Sourav Ganguly under house surveillanceManchester City secured the victory with two goals in the first half. David Silva (6) and Jesus (39) netted for the winners while David Brooks (88) scored the consolation goal for Bournemouth. Tottenham Hotspur beat Newcastle 3-1 to advance to the top six. Sun Heng Min (27) and Harry Kane (60, 90) scored for Tottenham and Matt Richie (56) for Newcastle. In another match, Burnley and Wolves drew 1-1.Also Read: These are the 3 Indian batsmen who have scored 5000 runs and taken 100 wickets in ODIs!Juventus squandered the chance to take a huge lead in the Italian Serie A. The team drew 3-3 against Sassolo. Philippe Duricich (29), Bernardi (51) and Capoto (54) scored for Sassolo, while Danilo (5), Higuain (12) and Alexis Sandro (64) scored for Juventus. Other matches in the league include AC Milan 3-1 Parma, Bologna 1-1 Napoli, Sampdoria 3-0 Cagliari, Lyche 1-3 Fiorentina, Roma 2-1 Verona, Udinese 0-0 Lazio. Juventus are leading the league with 77 points from 33 games. Atlanta is 70 points behind and Lazio is 69 points behind.