- Virtual experiences like test drives, makeup tutorials and open houses have become essential as buyers move their businesses around. line.
- The same digital assets for virtual testing and testing, once built, can be reused in marketing ads, social media, personalized sales demos and even product redesigns.
- Elly Uz, responsible for content marketing on the interactive 3D streaming platform PureWeb , shares three stages for marketing in the new landscape.
Desperate times demand digital action. First, a quick recap: the old world was spinning, a pesky virus decided to visit all corners of the globe, the planet closed and a new onea world has emerged. Along the way, pretty much everything has changed. Years of incremental change so small it's hard to make before a sudden tremor reveals a new reality. Before the pandemic, virtual experiences such as road tests, makeup tutorials, and open houses were considered cute and cool (but far from essential). Today the ability to try and test products is mission critical.
And marketing, as it always does, has to keep pace with society. Avant-garde brands are already undergoing digital transformations to offer online shoppers (i.e. everyone) the best possible virtual interactions.
The next best thing
A website of coe-commerce, in its most basic form, is like a digital brochure. You go and sc roll up a menu of items with pictures and prices. If you only choose a pack of toilet paper, it's good enough - not so much for clothes, glasses, vehicles, houses, and other experiential items.
The truth is that the computer generated images you see in movies and the dynamic interactivity of video games can be used in your website. If you are able to customize and test a car online ( you are ) or move into a digital version of a store where you collect and interact with photorealistic 3D objects ( you can ), suddenly aa website that acts no different from a paper tri-fold brochure looks primitive.
Retailers and Ecommerce Businesses today can use 3D content creators to create digital versions of their products that go far beyond a photograph. Digital assets can be integrated into a site where buyers can customize them, rotate them, see textures, and experience movement. And retailers using 3D technology and augmented reality see 90 % higher customer conversion rates than non-customers.
For anyone who feels pressured into touching before buying, virtual testing and trialing is the best thing to do. The same digital assets, once built, can be reused in s marketing, social media, personalized sales demos and even product redesigns.
To create more compelling marketing for brands that take advantage of these emerging technologies, take these steps as soon as possible:
1. Make your web experience the source customer engagement sought on social networks
By creating scenes where buyers can interact with products from home, you offer them a extremely valuable experience . Instead of interruptive marketing where your brand appears on a screen to get their attention, buyers come to you. They spend their time personalizing a pair of sneakers or a car. They send it to their family for their opinion or post it on social media and invite their friends to create theirs. It 's the way to connect with consumers in the middle of 'a pandemic when they do not enter your store but enter your digital space.
Major players are providing AR capabilities to the general public - from Pinterest and YouTube by adding makeup essays to Shopify making it easy to add interactive content to its websites and Instagram allowing to increase - reality announcements.
2. Leverage readily available resources to create engaging virtual content.
This is the perfect time to stop and reinvent what your sales and marketing areonline can be in this internet age. Of course, creating 3D content took a lot of time, expertise, and meticulous work. Now, thanks to game engines like Unreal and Unity - which take care of the physics, movement, lighting and essentially create the setting for 3D - these creations take days instead of months.
While you still need the expertise of content creators, you don't need a huge budget or endless months of track. The clothing brand Tommy Hilfiger switches to a compl etely digital design by 2022 and its parent company PVH has built an incubator to train employees and potentially bring other brands outside of its ecosystem. You probably already have the resources and you may not realize it.
3. Don't limit an interactive campaign to your website
Once your An interactive 3D digital experience is created, the sky is the limit of campaigns. You can create as many points of contact with consumers and utleverage digital resources over and over again. Brands can use the beautiful personalized watch Jacob created to remarket him or create an email campaign showcasing the clothes Kylie saw in 360 degrees during her visit to the virtual store.
On Instagram, the manufacturer of sunglasses Bolle allows users to virtually try out his Phantom model to see how his different styles of lenses work. In the past, brands and marketers were limited to a pool of buyers in the immediate region; now a brand can be truly international.
It certainly seemed like a frivolous luxury to visit a digital condo or test drive a truck through a computer simulation - until that became the only option. Now that weIf we are all in this new reality, it is quite normal to change over time.
Elly Uz is the Content Marketing Manager at PureWeb, an interactive 3D streaming platform based in North America.
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