January 12, 2022
In the world of e-commerce, everything is changing.
The way people shop has changed, as has the way brands market their products.
New trends in digital marketing are showing that businesses must adopt an experiential approach to selling their products and focus on providing a memorable experience for customers.
In this article, we will explore how 3D, as part of the Web 3.0 wave of technology, enables this new user experience by enhancing engagement through 3D product visualizations, virtual reality (VR), and augmented reality (AR).
We’ll also discuss how these technologies affect e-commerce marketing strategies and what it takes for brands to fully embrace opportunities in Web 3.0.
A Global Shift to E-commerce
The e-commerce industry is growing, and fast.
The pandemic boosted online spending by $183 billion last year alone. This continues an already strong trend of Americans spending $1 trillion online in 2022, according to a new report from Adobe (read more here).
Digital advertising revenue will also exceed 60% of global ad spend in 2022 according to another recent study from Zenith Media Group — a trend that should continue as consumers become more comfortable spending money online than ever before.
How does Web 3.0 Tech Impact E-commerce Marketing?
The Web 3.0 user experience is about so much more than just technology. It affects our tools, but also there are a number of trends that will revolutionize how we think about the internet itself.
The core features of Web 3.0 are
AI (Artificial Intelligence), Semantic Web, Decentralization, and 3D.
These innovations already allow marketers to provide more rich, unique, scalable and most importantly more immersive content than ever thought possible.
E-commerce brands are implementing 3D in particular to enhance and heavily customize the user experience by making interactive experiences such as:
Virtual shopping/storefronts - New online experiences championed by retailers include interactive and configurable 3D product experiences that allow customers to customize products down to the smallest detail. An example is the Amazon showroom.
Full 360-degree interactive images that allow viewing a product from every side, even zooming in/out for a detailed view.
AR mobile experiences. For example viewing products in your living room with the Amazon app or trying eyeglasses as a Snapchat filter.
3D-rendered product shots that really speak to the customer and make the brand unique. Example is Apple transitioning over the years from real to 3D product photography.
Opportunities are there to increase engagement and sales across all marketing and advertising while reducing costs by automating parts of the content production process.
The Growing Importance of Visual Content in the Digital Economy
As a result of the shift to online sales, brands and businesses are seeking to uplift their presence online and stay relevant.
For e-commerce that uplift starts with visual content—67% of consumers say the quality of a product image is very influential in their decision to purchase online.
With this in mind, it’s no surprise that we see an increase in interactive 3D experiences within web design as well as VR technology making its way into brick-and-mortar stores.
Consumers continue to rely on visual cues more and more when making decisions about products and services.
One of our core missions at Colorful is to combat this complexity and create the simplest 3D app for photos and videos that anyone (even with zero design experience) can use.
The Future is THREE Dimensional
Three-dimensional designs are less likely to be misunderstood by consumers because they can see how things actually look in more detail.
As such, brands have started digitizing their entire product catalogs in order to utilize all possible applications of 3D apps like Colorful, as well as VR and AR tech.
3D Marketing Continues to Advance at a Rapid Pace, Powering the New User Experience
3D is revolutionizing the way people interact with visuals.
Product Visualization tech has advanced so much that virtually generated photos and videos today look 100% realistic; can you spot the difference between 3D renders and real photographs?
Shoppers expect highly customized product content and immersive experiences from brands.
3D can deliver on those expectations — which is why companies (like IKEA and its entire furniture catalog) are investing heavily into 3D tech to streamline content production and add a personalized feeling to their assets.
Benefits of 3D Go Beyond Better User Experience
Increase web traffic (SEO)
High-quality content is the number one SEO factor according to SearchEngineJournal. It leads to higher engagement and time spent on your website which pushes you up the search engines, therefore bringing you more site visitors.
With 3D Virtual Photography, you can eliminate the cost of traditional methods while getting results a lot quicker.
Forget expensive camera gear, location rents and buying props.
Full control of the environment, no weather conditions or moving parts in your outdoor shoots.
No need to plan long in advance, re-dos are always an option.
Increase conversion rates on add-to-cart while lowering CPC
Quickly experiment with quality new content across your website or advertising campaigns and find creatives that drive you the best ROI.
How To Prepare Your E-commerce Brand For The 3D Marketing Revolution
As we’ve seen, the future of e-commerce will be dependent on a seamless user experience.
This is especially true for younger shoppers like Gen Z and millennials, who have grown up with technology at their fingertips and expect more personalization in every aspect of their lives.
Here are some actionable tips to stay relevant with 3D for e-commerce.
Think carefully about how much content personalization/customization you can offer
Ask “where do I need more/better visuals?”
Try to acquire 3D assets for your products (hint: we can deliver those for you)
Think about your brand’s current touchpoints (website design/content creation/visual branding) and figure out where you’re falling short
Follow trends in Web 3.0 marketing tech
Give Colorful a try 😊
By now, you should have a better understanding of how 3D technology is revolutionizing e-commerce marketing in particular.
As we are firmly entering Web 3.0, the importance of visual content will only increase.
Brands that embrace 3D marketing now will be well-positioned to meet this demand and capture more customers in the future.
If your brand doesn’t have an existing 3D product visualization strategy or is looking for new ways to incorporate it into your existing processes, then contact our team to learn more!