How well do your marketing campaigns match your customer expectations? More than ever, marketers are in a dilemma, racking their brains to find ways to understand the changing consumer domain. The two key stakeholders that influence marketing methods are 3D technological developments and consumer behavior.
Whenever there is a new technology, consumer behavior changes. As a result, marketing methods vary. Therefore technology, consumer behavior, and marketing are interlinked and brands have to be abreast of new technologies and changing customer behavior.
To cite a recent example, buyers are now more interested to shop in the metaverse, the latest development of the internet. Experts predict that buyers are going to live more in the metaverse than in the real world. Therefore your brand has to prepare to adapt its marketing strategies to the new virtual world.
In a strategic move by the luxury brand, Ralph and Russo created the first-ever digital haute couture with our studio. The results are stunning and are as follows.
- The campaign garnered a total of 202k visitors and 490k page views.
- The total audience stood at a value of 19.4 million views.
- Overall, the virtual apparel created a media impact value of 65.1 million USD.
Understanding the 3D technological developments is a way to understand your consumers. Recently, many 3D advancements are making their way into marketing and this blog aims to become closer with your target audience.
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In this blog, you can explore the following:
Changing Consumer behavior with Technological Advancements
In relation to technology, consumer behavior can be understood from four key perspectives – Content, Psychological, Generational, and Digital.
Content Perspective
Storytelling: Previously, the limits of stories applied only to the entertainment and arts industry. But as we come become technologically advanced, anecdotes have become a staple in marketing and branding. From purchasing products based on functional and appearance features, consumers have shifted to the storytelling feature of the product. These days, buyers expect genuine stores intertwined with the brand’s offerings.
Attention Span: Technology has significantly brought down the attention power of humans. And to negate that, customers often look for brands that are able to capture their attention within the first few seconds. Brands now have to successfully promote their products in a span of a few seconds to increase their customer base.
Need for Novelty: After understanding what technology can do, consumers are left wanting more. As a result, every day a lot of audio, video, and text from various brands and social media channels bombards them. Amid this explosion, consumers look for content that is novel, beyond imagination yet realistic.
Psychological Perspective
Need for Connection: Another change that technology has brought in consumer behavior is the need for connection. Despite being super connected with anyone and everyone in the world, consumers still desire a connection from brands that runs deep. A simple transaction between buyers and brands is being turned into a way of establishing a strong connection.
Need for Resonance: Consumers love brands that reflect their tastes, cultures, preferences, and so on. In the earlier days of marketing, everything was product-focused and was generalized for every type of consumer. But slowly, the focus is being shifted to customization and the brand’s ability to resonate with a particular target audience.
Self-expression and Creativity: Advanced technologies like social media channels and AR have turned consumers into creators, alongside brands. In addition to the usual consumption, they want to express themselves, their views, and their perceptions of the marketing initiatives.
Consumers now desire product experiences that are novel, custom-tailored to their generation preferences, and informative upon a single glance.
Generational Perspective
Generational Changes: Technology brought a remarkable change in subsequent generations. Consumers in every generation significantly vary in their preferences, tastes, ideals, and expectations. While brands cannot completely change their offerings, they can custom-tailor their promotions to each generation with 3D technologies.
Involvement with Brands– Also, consumers in the recent generation do not want to be on the sidelines anymore. They want to actively promote their favorite brand. Therefore brands have to provide ways in which loyal customers can seamlessly showcase their trust and support.
Digital Perspective
Pandemic Transition: The recent covid-19 pandemic significantly changed consumer behavior. The shutdown of the world slowed down consumers’ direct visits to the store and accelerated digital mediums to interact with brands. As a result, immersive technology like virtual spaces grew at a faster pace.
Sharing and Inspiration: Previously, consumers share their experiences with brands using words and only with people around them but not anymore. They want to visually and emotionally show to the entire world how they feel about a particular brand. They also want to inspire other consumers with their stories.
Converging Worlds: Consumers soon are going to be living in the metaverse, while being in the real world. With two different worlds converging, brands have to effectively balance their marketing on both sides.
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What is 3D Technology?
As aforementioned, consumers are evolving on multiple dimensions and at an uneven pace. As brands become global, brands have to incorporate technologies and strategies that encompass all of their diverse audience. Therefore, as a brand, you need to understand 3D development to better integrate it with your current practices. 3D technology allows brands to offer to create, and visualize 3-dimensional objects in virtual spaces that only exist on computers.
In other words, 3D development is an extension of the real world but virtually. It is because 3D technologies enhance the perception of the audience that they feel like they are in a new world. And this is what happening in recent months – the 3D development of metaverse. The metaverse opens up a lot of opportunities which makes brands evaluate their marketing plans involving 3D.
Beyond imagination, 3D technology excites your customer with your brand in artistic spaces.
How can you cater to consumers using 3D?
3D Modeling
The basic form of 3D technology, these models are realistic shapes of objects of interest. These models have a diverse range of uses, especially when it comes to your consumer’s understanding of your products. Prospective buyers can view your 3D product from any angle, helping them consolidate their buying decisions. Once you’ve created 3D models of your products, you can use them in other 3D technologies like metaverse.
3D Rendering
Rendering is the process of creating 3D visuals. In this process, your brand can create 2D images from your product’s 3D models in virtual spaces. You can use these hyper-realistic and ultra-definition images for marketing on social media channels. Also, you can various backdrops for your 3D models and create imagery that puts the maximum spotlight on your product.
3D Animations
Often considered the next stage of 3D images, specialized software creates 3D animations. When your brand wants to communicate a complex concept or simply share a story, 3D animations are the best. With these videos, everything can come to life – your brand vision, imagination, future goals, and so on.
Augmented Reality
Augmented reality is one of the advanced 3D technologies that is proving to be crucial in marketing and advertising. It is a 3D solution in which elements like music, images, and videos are augmented and overlapped with the real world.
Your consumers can learn more about your brand and your offerings through these elements. With AR, the enrichment of the real world is followed by consumers’ deeper understanding of your brand. Hence its importance in branding and marketing.
Virtual Reality
Taking a step forward, virtual reality is the next stage of AR. VR improves the experience of users by stimulating the real world with immersive elements of audio, video, and virtual avatars. With interactive equipment, your consumers can be transported into your brand world while actually being in their own spaces.
You can engage your consumers with your storytelling, and fun games in the VR content. Also, building VR experiences will help your brand pave the path for futuristic branding in the metaverse.
Virtual Spaces
Comprising the aforementioned AR and VR, virtual spaces are the first step brands have to take before entering the online world. A preview of Metaverse, these spaces help brands understand their standing in the virtual world. Completely created on computers, these exist only in digital form, yet anything can come to life in these spaces. Their realistic creations, editing ease, and popularity with Gen Z make these spaces an important tool to connect with your consumers.
Metaverse
The talk of the town, Metaverse is taking the world by storm. Its immense potential, its infancy stage which signals its numerous possibilities makes it all interesting to everyone. Known as the successor of the internet, the metaverse is a virtual world, which works very similar to the real ones. In this new world, consumers can view and shop from your brand, therefore it is important to establish yourselves here.
3D technology development helps your brand and your consumers visualize your products in a different light.
Preparing for the Future with VSLB
As the world continues to change, consumer behavior follows the trial. It is very essential for brands to understand their buyers to offer the best products. To achieve this brands have to keep abreast with all the changes consumers go through and 3D development too.
As a leading 3D creative studio, we can help you with this transition into futuristic branding. Our expertise in 3D technologies and development will help you craft your first campaign that is impactful in the virtual world. Connect with us today!
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