The difficulties encountered were mainly related to transportation and the slow, albeit present, search for innovative ways to overcome the physical impediments that, over the past two years, have led to revolutionizing other phases of trade as well: communication, supplier relations, and new connections between consumers, importers, and distributors.
Never more so than in this historical period, getting a new culture of digitization into the corporate world seems the only way forward, especially given the still slow recovery of trade fairs, events of primary importance for the opening of new and fruitful relationships useful for the import-export activities of products.
COMMITMENTS MADE BY THE MARCHE REGION
As early as the end of last year, the Marche Region activated a series of procedures and drafted guidelines to foster economic recovery and innovation. The main growth objectives identified by the Marche Region are contained in the "Integrated Plan for Internationalization and Promotion Abroad (Year 2021)." The assets identified are as follows:
- Favorire la penetrazione commerciale dei prodotti marchigiani nei mercati in crescita
- Enhancing the value of organic productions
- Create coordinated actions with the wine industry as well
- Fostering the consolidation of Marche's productions in traditional markets
- Create new opportunities for entry into emerging countries
- Promote product aggregation through regional protection consortia
- Fostering the development of distribution chains and logistics platforms
- Focus promotional policies on the concept that wine represents a "standard-bearer" for a much broader basket of quality Marche products
- Consolidate the commercial presence of the Marche's productions in both domestic and foreign markets
- Create new opportunities for entry into new growth markets
- Fostering the aggregation of supply.
Grafici tratti dal ISTAT Annual Report 2021 - Chapter 4
The implementation of these strategies is highly dependent on the implementation and operation of ad hoc platforms for the creation of link-building processes between economic operators and consumers; in fact, the importance of e-commerce and digital presence as cornerstones for the modernization of the infrastructure proper to the so-called new economy is emphasized.
Of relevance is the recent agreement (October 2021) signed between the Marche Region and Amazon "Made in Italy," which promotes the sale of regional food and wine excellence on the internationally renowned web portal, which will enable the support of small and medium-sized businesses through dedicated training and promotion activities.
Grafico tratto dal ISTAT Annual Report 2021 - Chapter 4
DIGITAL MARKETING METHODOLOGIES
It is now clear that the enhancement and promotion of products must go through an inevitable strategic innovation, in which the dissemination of content is the main element to enable new intermediaries and end users to get to know the products and build a relationship of trust with the company. Trust that must be mutual, and this is precisely why the new methodologies used in the world of marketing and communication tend to focus users' attention on topics that are already of interest to them rather than reaching out to them and directing them more aggressively to content that may be far removed from their sensibilities.
Nowadays it is increasingly common to shop online after searching for information and reviews on the Internet. Marketers are well aware of this new behavior and must adapt in order not to risk losing customers and sales volume. Users purchase and gather information primarily through search engines, one of them Google. The average information seeker performs dozens of searches every day because he or she finds this mode of information retrieval easier than contacting a sales representative, reading a standardized e-mail, watching a television commercial, or getting to a trade show or showroom.
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