The integration of 360° content opens up new dimensions for companies when it comes to addressing customers and presenting products. The ability to immerse users interactively in a virtual environment creates completely new worlds of experience and takes marketing to another level. Innovative formats help to communicate complex content in an understandable way and convey emotions. Find out below how 360° content offers revolutionary potential for different industries and how iROI coaching can provide you with professional support.
360° content as a door opener for emotional and interactive marketing
The speciality of 360° content lies in the complete all-round view. Users control the viewing angle freely - up, down, left, right - and experience content in an immersive way. In product communication in particular, this enables a much more intensive perception than classic two-dimensional videos or images. Users become not just viewers, but active explorers. This increases engagement and is remembered. Many marketing managers from the automotive industry report that potential buyers gain an almost tangible impression of the vehicle online thanks to 360° experiences.
Companies in the property sector are also increasingly relying on virtual tours using 360° content. Interested parties can explore flats or houses in detail without having to be on site. This gives customers a realistic idea of holiday flats or hotel complexes in particular, which helps them make a booking decision.
360° videos are increasingly being used at trade fairs and events to immerse visitors in product worlds. One example is the car brand Toyota, which uses virtual reality to realise a virtual test drive at events. Or the whiskey manufacturer Jim Beam, which brings its production process to life in 360° to strengthen brand loyalty.
BEST PRACTICE with one customer (name hidden due to NDA contract)
A virtual shop tour was developed for a retail customer using 360° content. The result: customers spend longer on the website and find out more about the product range. The combination of detailed product views and a tour ensures higher conversion rates and better customer loyalty.
Practical tips for the successful implementation of 360° content
Who wants to get started in 360° content The technical quality and user-friendliness should be carefully planned. An important success factor is the medium's ability to flexibly involve the viewer. Here are some tips for implementation:
- Use high-quality camera technology or professional creation software to ensure sharp and smooth all-round shots.
- Offer simple control options for both desktop and mobile users, for example using a mouse, swipe or VR glasses.
- Integrate explanatory elements such as hotspots or info texts to include contextual information without disrupting the experience.
- Test the format on different end devices to guarantee an optimal display and reduce barriers.
- Combine 360° content with other marketing tools such as social media campaigns to increase reach and interaction.
Exemplary applications in the electronics industry also show how product presentation with 360° views can create trust. Logitech, for example, offers detailed 360° product views for new peripheral devices that clearly convey the technical features and make purchasing decisions easier.
BEST PRACTICE with one customer (name hidden due to NDA contract)
A customer from the automotive sector recently started using 360° interactive videos for product launches. These not only allow prospective customers to see the exterior, but also provide insights into the interior and technical details - a decisive added value in the communication of complex driving solutions.
360° content as an integral part of modern communication strategies
360° content is more than just a trend - it promotes a new form of communication that actively involves users and appeals to them in a multi-sensory way. This is particularly crucial in the competition for attention. Companies benefit from a significant increase in time spent on their platforms and increased emotional engagement.
The importance of 360° product views is growing, particularly in e-commerce. They support the purchasing decision by depicting different perspectives, material properties and movement options. Vitra, a renowned furniture company, for example, provides detailed 3D and 360° product configurators that enable customers to test many product variants and thus make a customised choice.
Employee communication also benefits: in personnel development, some companies use 360° videos to offer authentic insights into work processes and corporate culture. In particular, these formats support recruitment and employer branding.
BEST PRACTICE with one customer (name hidden due to NDA contract)
In the area of recruitment, an international company relied on 360° videos of everyday working life. Applicants were able to gain realistic impressions, and the feedback from candidates shows that such immersive formats make the decision to apply much easier.
My analysis
The potential of 360° content is multi-layered and works on different levels - emotional, informative and interactive at the same time. Companies from all sectors find ways to present their products, services and brand worlds in an innovative way. The active involvement of users creates lasting impressions and significantly increases the appeal of marketing campaigns. With the right strategy and professional support, as offered by iROI-Coaching, companies can effectively support their communication goals and tap into new target groups at the same time.
Further links from the text above:
Innovative online marketing with 360-degree content - omnia360
5 examples of effective 360° video marketing!
360 degree video - definition, explanation and tips - nerdly
Examples of 3D and 360-degree product viewers
360 degree customer view: definition, examples and advantages
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