The Worldwide Brand’s Digital Marketing Strategy That Considers the Characteristics of Modern Customers – A Research Involving Blue Bottle Firm

Jingxin Xu ()
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Jingxin Xu: Minjiang University

A chapter in Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), 2024, pp 77-83 from Springer

Abstract: Abstract Blue Bottle uses digital marketing as a marketing method based on the Internet that aims to interact with the target audience through online channels, promote products, services or their brands, and achieve marketing goals. Digital marketing provides a more precise, real-time, quantifiable way to engage potential customers, build brand recognition, and increase sales and customer loyalty. This article analyzes contemporary consumer characteristics and leverages social media to explain how Blue Bottle Coffee uses digital marketing to build and spread its brand concept and story. Blue Bottle has managed to stand out in the highly competitive coffee market. The digital strategy successfully leverages digital channels to strengthen the emotional connection between consumers and brands. Through its approach aligned with the preferences and values of the modern consumer, Blue Bottle embodies the success of a global brand, emphasizing quality, simplicity, and the pursuit of practical and emotional well-being in everyday coffee rituals.

Keywords: blue bottle; digital marketing; brand (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-459-4_10

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DOI: 10.2991/978-94-6463-459-4_10

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