Customers Demand Immersive Brand Experiences

Here’s our latest roundup of digital marketing tips.

Digital marketing: 360-degree video for digital marketing

Customers are demanding more immersive experiences with brands, and 360-degree video is a great starting point for capturing the short supply of consumer attention. See how Bonfire decided on a 360 camera, then check out our first video.

Client takeaway: Studies show 360 content is favored nearly 30 percent more over identical fixed frame content. Brands using 360 video can see upwards of a 50 percent boost in complete video views, 5 percent higher CTR, and a 40 percent reduction in CPI.

Suggested implementation: Compare 360 cameras and weigh the pros and cons of their capabilities versus price. Implement 360 video and pictures on social media and blogs to reap the most benefits.

Local SEO: Google Maps lets you save and share favorite places with launch of Lists

Having trouble remembering that restaurant a friend recommended? Google Maps’ new feature, Lists, lets Android and iOS users save destinations in personal bucket lists and share them with others, giving Maps a more social feel.

Client takeaway: Users can save destinations as “Favorites,” “Starred Places,” “Want to Go,” or other custom lists. Lists can also be made public for sharing.

Suggested implementation: Google hasn’t paired with any brands to seed the new feature with sponsored lists, but expect it to be an option in the future.

Mobile: Verizon’s unlimited data plan signals price war to come

Verizon has finally joined its competitors in offering an unlimited data plan. The data plan price war has actually been raging for a couple of years, but Verizon’s entry means full market competition.

Client takeaway: Price plans start at $80 for one line and $180 for four. The plan does have a “soft cap” of 22 GB before the data stream is slowed.

Suggested implementation: The emphasis on data is indicative of consumers’ preference for mobile. This means if you aren’t on the mobile-first bandwagon, you’re late.

SEO: Cool tricks to explore Google’s Knowledge Graph results

By now, you’ve hopefully optimized your brand’s Google Knowledge Graph; but did you know you can also “hack” it to display specific results? It may not have many practical uses, but it can help you better understand your brand’s SERP (or lay the groundwork for a good prank).

Client takeaway: The Google Knowledge Graph API provides insights on classification, score, and ranking of your Knowledge Graph result and assigns a unique code. These codes can be used to personalize your Knowledge Graph URL with languages, modifiers, and related images.

Suggested implementation: Modify your Knowledge Graph’s code to generate a link that directs users to a SERP you’ve optimized for a specific purpose.

Social media marketing: Which Super Bowl advertisers expanded their social followings most?

Brands are learning that the best way to maximize ROI on their $5 million Super Bowl ad spend is to fortify it with a digital strategy. 84 Lumber, Coca-Cola, and Airbnb saw the biggest boosts after the big game, likely because their messages were pointedly political.

Client takeaway: 84 Lumber nearly doubled its social audience with its controversial ad. Sixty percent of the top 10 brands touched on hot political issues.

Suggested implementation: Brands should feel empowered to touch on issues that are important to their values. Positioning your messaging with positivity can help prevent politically polarizing the topic.