Question 9

Read the following mini-case study about Wine lovers and answer the questions.

Wine lovers Co. is an Australian marketer of a growing line of wine- and spirits-related products. The company addresses the wholesale, retail and consumer-direct markets and is headquartered one hour outside Melbourne in Yarra Valley, Victoria.

Marketers around the world are learning how to sell more with content marketing. The team at Wine Lovers has been doing this for decades. Founded in 1981 by Joshua and Nick, Wine Lovers engages in the wine accessories, storage, information, education, events and travel markets. Established as a direct mail business, Wine Lovers has printed over 32 million catalogues.

In content marketing, every brand is a publisher. The opposite is also right at Wine Lovers Co. The publisher of Wine Lovers Magazine has sold wine and wine accessories for more than 30 years.

To stay in the competitive business environment, Wine Lovers aims to markets via direct mail, multiple internet sites and an effective B2B e-commerce.

The monthly magazine is nearing its 25-year anniversary and is available as a paid subscription in print and digital formats. Now, Wine Lovers aims to develop its website with content, such as wine reviews, articles, videos and more. They intend to sell subscriptions and advertising and also uses the content to attract customers for its two e-commerce sites.

"We aim to create helpful content that helps people either make a buying decision or entertain them. Even if they aren't making that purchase in the moment, we feel that they will come back to us as a great source of information," David Negari, Director of Internet Marketing, Wine Lovers Co.

As an e-commerce analyst, you are invited to assist Wine lovers in their objectives.

Question:

9 Explain how Wine Lovers can take advantage of personalisation and behavioural Marketing?