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From Physical to Digital: 3 Ways to Connect Your Marketing Content

Posted By: SGK March 04, 2019

The modern path to purchase consists of thousands of channels. With unprecedented competitive pressures — retail channels, ecommerce sites, and private label — brands are increasingly challenged and are now navigating many uncharted waters.

From in-store, to social media, packaging to out of home advertising — customer journeys are incredibly complex to follow. The way we consume digital media is changing, and brands are finally providing genuine reasons to connect, from relevant product content to immersive brand experiences.

WATCH: Product Digitization for Consumer Brands 

That’s why connection through content marketing is key to driving growth.

At its core, content marketing is all about creating content that helps the consumer understand your product or business better. Through the various forms of content, brands must be careful to execute in a way that does not interrupt the journey and provides consistent messaging that ultimately delivers value.

Effective content marketing covers all stages of the customer journey — from awareness to consideration, decision to advocacy. For each of these stages, consumers require different content to meet their needs.

In the past, consumers have lacked the applications and technology to connect and were often not sufficiently motivated to engage with brands. However, the marketplace is digitally advanced, and adoption is at an all-time high. By connecting all touchpoints, brands can optimize media spend — redirecting budgets from traditional channels into more efficient and targeted connected activities.

Here are three avenues brands are leveraging to deliver connected activities:

- Packaging

- Retail

- Experience

Packaging. Physical products connected to the internet offer dynamic consumer experiences at the point of consumption. Connected packages are imbued with sensors and connectivity in the from of codes. Through these innovations, packaging will be multifunctional and potentially offer a key product component — generating data as it move through the supply chain and into the hand of the consumer.

For example, a cereal box that comes out every morning can deliver a different experience each day. With the help of IoT and artificial intelligence, brands can create custom digital content based on location, time of day, weather, topical news. The opportunities are vast!

Retail. With ecommerce nipping at the feet of successful retailers, getting noticed is more difficult than ever. While consumers are increasingly expecting immersive in-store experiences, mixing your brand message while staying consistent, fresh and interesting is a tall order. To create retail experience that impact modern consumers, brands are getting creative.

For sneakerheads, that could mean a brand takeover or a pop-up — leveraging light, space, and interactive experiences.

Image credit: IDL Worldwide

Experience. IoT technology presents a huge opportunity for brands to engage directly with consumers throughout the customer journey. Harnessing meaningful data is increasingly a focus area for brands to meet the demand to provide real value for the consumer. For the first time, brands have a clearer picture of the product journey beyond the shelf.

When a consumer is actually holding your product, they can learn vital information like: where is this product from? Is it genuine? How can I re-order? How was it made? What rewards does it unlock? What is in it?

In essence, you are opening up a two-way media channel with your consumers where you deliver content and experiences and the consumer provides feedback, which leads to further innovation.

READ: How Social Media is Changing Packaging Design

By leveraging technology, brands can connect the user from a physical environment to a digital, branded environment, providing richer and deeper customer experiences throughout the path to purchase.

Here are four benefits of connecting your marketing supply chain content:

- Builds direct-to-consumer relationships through product engagement

- Understand how, where, when products are being used

- Keep pace with consumer demands for transparency, personalization, and sustainability

- Stay competitive by leveling the first-party data playing field

By optimizing the marketing supply chain, drive high levels of brand engagement to targeted buyers/users. Creating meaningful digital content will help brands cater efficiently and effectively to their consumers.