How Google Is Allowing Brands To Measure ROI Through Content
Back in 2011 Google launched the Google Cultural Institute, an ambitious platform that made all of the art and culture the world has to offer available to users with a click of the mouse. With it, the digital world has the chance to go on virtual tours of some of the world’s biggest museums, experience the most infamous landmarks, and immerse themselves in curated exhibits.
Last week, Google took their Cultural Institute to the next level with the addition of a new Performing Arts exhibit. What does this mean for cultural brands? It opens up new possibilities when it comes to measuring content ROI. Brands don’t have to rely as heavily on ad dollars to become discovered. With Google Cultural Institute’s Performing Arts exhibit, content becomes a touchpoint for brands and, in this situation, the primary focus becomes brand discovery.
Picture this – a person is traveling to New York and wants to get an inside look at one of Manhattan’s iconic landmarks, Carnegie Hall. Right now, they can watch a 360 degree performance of The Philadelphia Orchestra via the exhibit and imagine themselves right inside the theatre. They can explore six different exhibits and nearly 200 pieces of art and become so enamoured with Carnegie Hall they purchase tickets to an in-person tour or one of the many events the venue hosts.
Truth be told, consumers are always looking for brands to give them a personal experience in order to convert them into a buyer – and there’s no better way to do that than through tailored content. Of course, goals are always different for every brand (brand exposure, purchases, engagement, clicks, or sign-ups), but they can all be applied to gauge and measure content ROI. However, once the message is received on the consumer’s end and an appropriate action is taken, measuring ROI becomes possible.
If you’re interested in being a part of a cultural platform that heightens the discover of your brand and allows your audience to experience it uniquely, please check out Creative Deeds.