Articles Tagged 2016 Digital Wine Report

Dropping The Mic On Online Wine ROI (TMRW Engine’s 2016 Digital Wine Report)

Vinted on May 17, 2016 binned in wine news, wine publications
TMRW Engine 2016 report 1

image: TMRW Engine

So much of the material upon which 1WD was built consists, essentially, of opinion pieces (in fact, four or five years ago I sat on a panel focused specifically on opinion writing alongside Lettie Teague and Jon Bonne, about which I imagine both of whom are still scratching their heads).

But over the years, I’ve tempered (well… by my standards, anyway) the opinion-heavy pieces here in favor of conclusions that can be drawn from data. The older that I get, the more I want to see opinion bolstered by something other than the biased, fallible memories of people’s experiences (including my own).

Which is why I get royally pissed at the the wine world’s penchant for defaulting to the data-devoid opinions of entrenched personalities, particularly when it comes to denying the return on investment (ROI from here on out) of wine online (usually with the concept of social media directly in the cross-hairs).

While it seems common sense that their must be at least some ROI for wine brands in talking directly with their consumers (which is part and parcel of what social media online can catalyze), remember that data trump opinions, even when those opinions align perfectly with common sense.

Fortunately, the wine world now has some compelling data that demonstrate a plausible link between online social interactions and ROI. Yes, in terms of real people actually spending real money on wine

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