Dr Rebecca Dolan, a senior lecturer specialising in digital marketing and program director for Wine Business at The University of Adelaide, is to explore the effectiveness of influencer marketing in the digital space.
“The wine industry is recognising the increasingly relevant role of digital marketing as a valuable and appropriate tool to reach and engage with consumers,” Dr Dolan explained.
In her session, Rebecca will delve into one specific marketing tool being used in the digital space by an array of brands: influencer marketing. Specifically, she will discuss the notion of influencer marketing effectiveness which is described as when brands and influencers work together to achieve consumer acceptance of a brand message (for example, in a social media post), and enhanced brand engagement.
“To understand and predict influencer marketing effectiveness, research has been undertaken into key factors that can leverage success. These include; understanding the importance of the relationship that an influencer builds with their follows, heuristic cues including popularity and physical attractiveness, how a consumer perceives an influencer in terms of their trustworthiness, expertise, similarity and respect, and finally, the importance of having an authentic brand,” Dr Dolan said.
“Combining these key considerations allows us to give clear guidance on selecting suitable influencers for your brand and predicting success concerning enhancing consumer engagement with your brand.”
Dr Dolan is one of 11 expert industry-focused speakers who will address packaging and marketing related issues for the Australian & New Zealand grape and wine sectors as part of PACKWINE’s webinar component. More of PACKWINE’s speakers will be announced in coming weeks.
The theme for the 2021 event is Sustainability and Innovation: Adapting Packaging to the 21st Century.
In its inaugural year, PACKWINE will be a print and digital event that will also include a trade exhibition allowing leading suppliers to display their products and services. The PACKWINE Design Awards are also set to showcase the year’s most outstanding wine packaging.
The PACKWINE Forum & Expo will be published in the upcoming May 2021 issue of the Australian & New Zealand Grapegrower & Winemaker, the wine industry’s leading publication, while digital content will also be published online.
PACKWINE is being held in association with Wine Packagers of Australia & New Zealand, the University of South Australia’s Ehrenberg-Bass Institute for Marketing Science, the Australian Institute of Packaging and The University of Adelaide.
Register here now for free to be a delegate at PACKWINE 2021.