The new facet of wine enjoyment

Neil Morris, director of innovation for the Engine Group, will outline to the drinks business Annual Conference the raft of dangers and pitfalls facing drinks companies operating in social media.

Consumers today have more information available to them than ever before thanks to the internet. As a result, given that we are spending more time online, our perception of entertainment is evolving. 

As consumers reject overt advertising and refer instead to their virtual peers for insight and recommendations, brands are having to rethink the way in which they communicate with consumers.

Neil Morris, director of innovation for the Engine Group, explains: “It’s more about how we can create an experience that draws people into a dialogue and a process of co-creation, where it’s all part of the overall experience of the brand.”

Consequently the discovery of a brand is now much more an element of our purchasing behaviour, offering us a virtual “taster” of the brand culture.

Morris will discuss the pros and cons facing brands venturing into the world of social media in greater depth at the drinks business fifth Annual Conference on Monday 28 February in Central London.

For further details go to www.dbconference.co.uk

db, 21.02.2011