Crossmarketing 3D models
3D models are becoming increasingly important in marketing. So let’s take a look at cross-marketing 3D models. At first glance, the production costs of a 3D model seem quite high, but 3D product visualization has several decisive advantages over classic product photography.
Several marketing channels can be served from one 3D model. 3D models are therefore capable of cross-marketing and thus exactly what future and cost-oriented marketing companies and departments need to assert themselves on the market.
3D product visualizations can be presented in several ways. The creation of render images is similar to classic product photography. These are mostly used in print media. The main advantage here is the reduced effort involved in creating the environment and shooting situation. Once this has been created, countless variations can be tried out. Lighting situation, arrangement of objects in the scene or colors and textures. Nothing is fixed and can be adjusted with just a few clicks. Once the scene is “in the can”, it can be saved and easily retrieved and adapted if the requirements or the product change.
This is different with classic photography. Let’s imagine the following scenario – a customer wants to have a new product line of their fitted kitchen photographed. The classic process in a photo studio would be that a larger area has to be made available, which, in addition to the costs and effort for logistics, kitchen builders, studio staff, equipment, etc., drives up the price. If the recordings are satisfactory, all the work has to be done again before the recording. Once the kitchen has been dismantled, it is difficult or even impossible to make changes to the images afterwards. Another elaborate shoot is unthinkable in terms of the costs involved.
However, once the customer has had the scenery with their kitchen modeled, set up and rendered in 3D, all it takes is one click to reload the entire scenery into the computer and the desired changes can be implemented with ease. This is a decisive advantage over classic product photography.
If still images are not sufficient, the 3D models can also be used for real-time rendering or browser-based real-time rendering. A 3D model is particularly interesting for companies that operate an online store. The customer has the opportunity to view the product from all angles in the store and is thus able to get an accurate picture of the product. In addition to improving SEO due to the longer time spent on the website, this naturally reduces the company’s returns and thus saves money. 3D models can also be produced in such a way that the customer can configure and order different variants of the product directly in the store according to their ideas. The technology that makes this possible are so-called 3D configurators. If required, these access the 3D data stored on an FTP via an API and thus ensure that the website loads quickly.
The use of the models for augmented or virtual reality would be an improvement on this. With this technology, the models can either be inserted into the real environment (AR) or the user dives into the virtual world with the help of VR glasses and looks at the products there. The possibilities are almost limitless. With AR in particular, the customer has the option of having the product projected into the environment and thus gets an impression in advance of how the product will look on the table or in the room.
