19. VinConnect, Inc.: Digital Marketing Strategy

Introduction

Looking out the window of his office on a clear night in November 2012, Kevin Sidders contemplated his next steps. His company, VinConnect—an intermediary between European wineries and American consumers—had recently closed an offer for one of its partner wineries, and its numbers were slowly improving. But Sidders, the company’s president, knew he needed to focus VinConnect’s efforts on new marketing initiatives to more effectively reach its targeted audience and increase its customer conversion rate.

VinConnect’s goal was to allow European wineries to sell their products “directly” (through VinConnect) to American consumers via offers delivered in e-mail. Since its launch, the ...

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