Wine web value: web marketing strategies for family businesses,

The goal of this research project is to deepen and expand the web marketing strategies used by
family businesses (FB) and to identify the role assigned to websites and the online
communication strategies implemented through them.
In order to examine the content of the information found on the website of selected FBs, an “ad
hoc” analysis model was designed and validated with the support of marketing and industry
experts through an inspecting focus group (Mich, 2007).
The observation of the FB websites showed that family-run Italian wineries use their websites
mainly to present information about the business and as a relational tool through edutainmentstyle
activities; FBs yet neglect the potential of e-commerce.
Although this path has allowed the traits essential to launch effective online communications
for FBs, the small number of businesses surveyed (10) does not permit a theoretical
generalisation of the results. Thus, we expect to integrate the information obtained from this
preliminary study with in-depth interviews with the digital strategists for the companies
examined or by increasing the number of FBs studied. In addition, the results could be
compared with those from Italian businesses in the wine industry which are not family run and
which meet the selection criteria (turnover, etc.).
The study highlights the importance and the attention that FBs, among others, should dedicate
to the role of web communication within their communications strategy. It also provides a list
of contents to consider when creating a website which should be customised with the brand’s
specific details.