We connect your brand directly to consumers by turning physical products into a content channel.
February 25, 2020
Blue Bite creates a new kind of marketing and communication channel, providing your brand a new approach to brand strategy that cuts through the digital noise created by existing channels like social media and email.
While this new channel delivers content directly to consumers, it doesn’t mean you’ll need to devote resources to creating new content. In fact, Blue Bite is often used as an innovative and effective way to leverage existing content.
Content has become a buzzword in recent years, but is often ill-defined. At Blue Bite, we think of content strategy the same way Kevin P. Nichols of SapientNitro does:
In other words, content goes beyond things like videos, social posts and web copy. It is simply any kind of information delivered to consumers exactly when they need it.
The content that consumers care about is what's relevant to them. Content is information that adds value, and can be as simple as directions to the nearest store, what the weather will be today or when a prescription was last filled.
Featuring this type of information, Blue Bite powers inherently personalized experiences. Every marketer now knows the importance of personalization, but it’s much easier said than done. Blue Bite makes it easy by delivering the right information to each person at the right time.
Brands sometimes worry they won’t have the resources to create new content for their Blue Bite digital Experiences. However, innovative brands find ways to use a combination of existing content, third party content, user generated content and more to create engaging, effective experiences. Read on for examples.
A recent study from Zeppelin University, "The potential of new product integrated technologies on customer engagement," looks at the types of mobile content that are particularly effective for consumers interacting with embedded NFC finds trends showing the higher the level of interactivity, the higher the customer engagement. Blue Bite makes interactivity easy.
The study also compared the impact of emotion-based content (“non-instrumental, emotional value related to seeking entertainment, pleasure and fun…”) versus utilitarian content (“functional, instrumental value, providing consumers with useful information). The survey found trends indicating that, while both types of content are important to consumer engagement, consumers engaged more with emotional content.
The takeaway is that consumers engage more with interactive content that brings pleasure. Presenting the types of content above in a way that meets consumers where they are is key to improving consumer engagement.
It doesn’t take a large amount of new content, but it does take a tool like Blue Bite to easily present it in the most engaging and relevant way possible.