In the digital marketing world, engaging with customers and convincing them to hand over two extremely valuable resources — their attention and their information — is tricky business. You need to offer something special, and a simple paid campaign or high-resolution catalog often won’t cut it in today’s over-saturated marketing landscape.
For brand marketers, finding innovative ways to cut through the noise and deliver immersive experiences that drive engagement is the golden ticket to growth. But what’s required to deliver an immersive 3D brand experience, and what are the business benefits of doing so?
How 3D streaming experiences create immersive marketing campaigns
A vivid 3D brand experience — seamlessly streamed across any device via the cloud — is the next evolution in digital marketing campaigns. It allows for an interaction with your product that traditional methods like email campaigns can only hint at, while reducing acquisition costs and helping marketers become data-driven.
For example, companies using 3D product configurators have experienced conversion rates up to 40% higher than traditional online methods. Other customer insights can be derived from the experience, including metrics like:
- The average length of a stream, which indicates engagement.
- The popular configuration styles selected during an experience, which indicates overall market preference.
- The number of products purchased — or messages sent to a sales team — via Pureweb’s Client SDK overlay component.
Marketing teams just need to identify the metrics they need for their success and ensure the appropriate integrations are built into the game file.
Creating and deploying an immersive 3D experience is easier than you might think, too. If you have a product and are seeking an innovative way to showcase it to as many people as possible, a web-based event with unlimited attendees is the natural solution.
Streaming a 3D experience to the web without the right tools, however, is no easy feat. For example, rendering a 3D brand experience on the average laptop or cellphone is often unattainable, and if an audience member doesn’t have a powerful graphics processing unit (GPU), they’ll find themselves on the receiving end of a low-quality experience, or unable to run the experience at all. Invariably, this impedes brand image and destroys trust.
Case study: The Chevrolet spotlight
When Chevrolet unveiled its new midrange Corvette, it wanted to make an impact. To encourage engagement, its live-streamed launch directed viewers to an online 3D configurator that would allow car enthusiasts to build their own custom Corvette Stingray.
As eager car fans raced to the site, the site was unable to keep up with the demand. It became gridlocked. Visitors who clicked the link excited to use the 3D configurator either found a back-up 2D version of the tool or couldn’t access the page altogether. Despite the glitches, by the end of the month the brand drew 2.4 million visits and 1.3 million configurator users.
Although successful, imagine the level of engagement Chevrolet could have driven if they delivered a glitch-free and cohesive brand experience.
Find out how Chevrolet’s 3D configurator almost broke the internet:
So, what’s the solution?
Deploy 3D experiences to the cloud. Cloud streaming means that the cloud server renders the 3D model and only the 3D image is transferred to the user. This gives digital marketers the ability to deliver brand experiences to multiple users using the same high-performance GPU cloud servers, rather than relying on end-user hardware capabilities.
Learn more about the components of PureWeb's scalable cloud streaming platform here.
The business benefits of immersive 3D brand experiences in the cloud
Offering personalized and dynamic 3D experiences at scale is the new world of digital marketing. These experiences deliver the following benefits:
- Built out sales pipeline: The more people engage with your interactive 3D content and share information, the more opportunities you have to qualify leads, make sales calls, and close deals.
- Reduced customer acquisition costs: The more customers you convert, the lower your acquisition cost per customer.
- Valuable predictive data for customer insights: Leveraging the data-driven insights from a 3D experience lets you accurately design the ideal customer experience at every touchpoint. It also helps you anticipate what customers want and what sells.
- Capture market share ahead of the competition: Sure, your competitors may own more market share than you, but rich data and engagement insights help you increase your brand presence and keep ahead of the competition.
The ideal customer experience is built on meeting people where they’re at. There’s no better way to do this than with a device-agnostic, web-based brand experience streamed anywhere via Pureweb.
Instead of waiting for it to become industry standard, make this innovative approach the foundation of your marketing efforts.
Emerging industries serving brand marketing experiences
Many industries are already leveraging 3D brand marketing experiences, including:
The automotive industry
Car buyers want to customize their vehicle, peek at its interior, view it in the context of different landscapes, and explore sub-surface details like its engine. Successfully offering this provides the biggest challenge to e-commerce car sales in North America.
Automakers who embrace real-time 3D configurators and visualizers early will grab a hearty slice of the e-commerce car market.
The construction and development industry
Home buying can be a highly emotional process, and people ultimately make a purchase based on where they see themselves living. With an interactive and photoreal 3D streaming experience, homebuyers can configure and customize everything inside a house in real time, from cabinets to countertops, while interacting with a real estate agent, a family member, or a friend.
Ultimately, potential buyers can walk through the proposed final product in an immersive 3D environment and get a strong sense of where they might call home.
The luxury goods market
Luxury goods buyers want an intimate understanding of products like shoes, purses, and jewelry. They want to pick up the products, spin them around, and see how these items shine under different lighting and in specific colors.
A 3D configurator experience provides buyers the opportunity to explore products, and brands the opportunity to elevate their customer experiences.
The beauty industry
Once you know your shade of lipstick or foundation, it’s easy to buy refills online. However, this limits the e-commerce opportunities for beauty brands who want customers to experiment with new looks.
3D streaming technology allows brands to offer “virtual try-ons” so customers can explore different looks and shades directly from their phone prior to purchase.
The airline industry
For a product as complex in design and massive in size as an aircraft, in-person trade shows can be prohibitively expensive and complex to organize. What’s more, simple renderings of models precludes the intimate interactions that drive sales.
A seamlessly streamed 3D experience marries interactions between prospective buyers with sophisticated renderings, offering a level of detail an in-person inspection would be lucky to emulate.
Accelerate your marketing pipeline with 3D brand experiences
A cloud-streamed 3D experience showcases your product in vivid detail, provides nimble navigation between various options, situations, or scenarios, and produces robust data that can be leveraged to make data-driven decisions when curating your customers’ ideal experience.