Insights from Google search user-generated data: a study on European Wine in the US Market

Nowadays consumers search information prevalently through online search engines, such as Google. The company success depends heavily on these search results. Even if the Internet has a great impact on information search behavior, several aspects of online consumer behavior are not yet clear and need further investigation, in different industries and from different points of view. In face of this new global scenario, traditional businesses, such as the wine industry, have to adapt to these new competitive rules. The aim of this working paper is to analyze the online search by examining the user-generated data in the US, the world’s largest wine market, in order to create new knowledge and to support content marketing and digital strategy decisions of Italian, Spanish and French wineries. Our first results from a qualitative research reflect a low visibility of European wine in the US online market.