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.