Customers will expect companies to produce immersive, nearly physical marketing materials for an enhanced buying experience. They begin to trust the internet for higher-value purchases such as luxury items, jewels, and cars. To put it another way, marketers must establish a link between the internet and offline worlds. Brands can stand out in a crowded digital world by using photorealistic 3D models that are interactive.
For most consumers, buyer’s regret is a common occurrence. When a customer receives a product, it falls short of their expectations. Brands will suffer as a result of this. Even if the customer keeps the item, they are unlikely to suggest it to their friends and relatives. According to a global e-commerce study by Pitney Bowes, 60% of millennials share their negative post-purchase experience with others.
Traditional graphic marketing tactics aren’t always sufficient
For example, image galleries and video demos don’t provide you with a 360-degree view or a true portrayal of lighting, shading, and other vital physical characteristics when purchasing expensive items like vehicles or furniture.
Furthermore, video demos and photo galleries lack the “wow” effect required to halt internet shoppers in their tracks. Great items are lost in a sea of digital content since every firm with a decent marketing budget incorporates these photo or video libraries.
Furthermore, traditional internet marketing no longer produces a substantial buzz. Companies could create high traffic figures in the past simply because new users joined the internet every day. However, with the rate of internet development in industrialized countries plateauing and consumers underwhelmed by virality, websites with high traffic or popular content aren’t getting the attention they used to.
Interactive 3D apps and photo-realistic content experiences, on the other hand, overcome these tangibility and effect difficulties. Customers may stream high-fidelity models directly to their laptop, tablet, or mobile device while performing product research, rather than guessing how a car will seem in a given area or picturing how a piece of furniture will look under the lighting in their living room.
Interactive 3D experiences aid community building and engagement
Product configurations provide marketers with a very interactive approach to using interactive 3D streaming technologies. Customers can create and share with friends, family, or members of that specific brand community for personal, high-value purchases like cars or pricey running gear.
Gamification can be introduced to marketing when firms allow customers to personalize their offerings. Brands may inspire healthy competition and build consumer loyalty by introducing game features like awards, badges, leader boards, and ratings to boost engagement. However, there must be a compelling motive to engage in the gamified experience in the first place.
For example, an athletic apparel manufacturer wanting to establish a community of users on its platform can attract a far larger number of users by providing a 3D Configurator that functions more like a game and allows shoe enthusiasts to design and order unique shoes.
Conversions and average purchase value increase with interactive 3D experiences
The stages of awareness, contemplation, and choice are all guided by digital marketers. A conversion is the ultimate goal. Throughout the customer journey, brands provide all the information consumers require to articulate an issue clearly, compare solutions from other brands, and, hopefully, choose their product.
Consumers will find this journey more relevant thanks to interactive 3D material. It also enables the real-time integration of valuable consumer insights into building sales funnels for digital marketers. This effectively converts the sales funnel into a flywheel. When a new consumer enters the funnel, marketers don’t start from scratch. Instead, the sales funnel becomes a flywheel that propels the customer ahead by leveraging past customer interactions, data, and insights.
A product configurator, for example, gives marketers specifics on what buyers desire from a brand’s items. A marketing team can use these characteristics to spot trends and design products. Or, based on recognized pain spots, it can develop a new message for its existing items.
When consumers are overloaded with options, features, and specifications throughout the consideration and decision stages, this concept of “curated personalisation” can help. Conversions increase when brands achieve a balance between providing choice and curating. According to a Salesforce analysis of 150 million online purchasing sessions, rational product recommendations accounted for 26% of e-commerce revenue.
For example, according to Deloitte, one-fifth of consumers would be willing to pay a 20% premium for customized items. However, since 42 percent of customers want companies to give them curated selections, this does not negate the marketer’s role in message and positioning.
Of course, if marketers want this data, they must persuade customers to share it, which is becoming increasingly difficult. As a result, marketers must deliver consumers engaging digital products and experiences that are worth the investment.
As Chevrolet discovered when it utilized a car Configurator to debut its much-anticipated 2020 Chevy, photorealistic and interactive 3D product configurators suit the bill. Customers might design their car with the help of the automaker. They received 1.3 million Configurator sessions in exchange. As a result, there was a massive quantity of data to fuel their predictive analytics efforts.
How Do You Justify Spending Money on a 3D Interactive Experience?
Marketers spend billions of dollars on PPC advertisements, and the data appear to support this expenditure at first glance. PPC web traffic converts at a 50% greater rate than organic traffic, which makes sense given that roughly 90% of customers conduct their research online before purchasing. However, a closer examination reveals that not all businesses receive the amount of interaction they desire from PPC ads.
Customers that purchase expensive goods spend more time in the consideration and decision stages before becoming paying customers. For example, before purchasing the auto business, clients consult an average of 4.2 websites. In the home furnishings market, over two-thirds of clients, check various websites before purchasing, and more than a third take a month to decide.
Put another way, marketers invest money to lure customers to uninspiring landing pages that induce them to leave quickly. The lack of a “sticky” brand experience encourages customers to continue their shopping adventure elsewhere rather than going deeper into one brand’s product offering.