Performance marketers are shifting their focus to brand building
With the digital advertising landscape becoming more competitive, costly, and constrained by data privacy regulations, marketers are redirecting their attention from performance marketing to brand building strategies. Let’s explore the emerging trends and discover how Cappasity can assist brands in enhancing customer experiences and cultivating robust brand identities.
Performance marketers embrace brand building
As rising CPMs, market fragmentation, and changes in tracking capabilities challenge performance marketing efforts, marketers are increasingly prioritizing brand awareness and community engagement. Agencies say they’ve seen more requests for proposals seeking partners who can help with brand building over the last few months, if not the last year. According to eMarketer, 36% of global marketers plan to boost their investment in brand marketing this year, up from 31% the previous year. For instance, home brand Parachute and athleisure brand Halara have ramped up experiential marketing and launched brand campaigns to elevate brand recognition. Orangetheory Fitness brought in a comedian for an in-person and live-streamed event earlier this year as part of its brand-building initiative.
How to increase customer engagement and brand loyalty with immersive technology
One of the most effective ways to build brand awareness and loyalty is to improve the customer shopping experience. For this purpose, brands and marketers implement immersive technologies such as 3D and AR into shopping journeys. Unlike flat images and videos, immersive content is fully interactive. Improving customer engagement and shopping experiences, it leads to greater brand loyalty and sales.
Cappasity offers the first scalable solution for the fast production and easy embedding of 3D/AR content into websites, mobile apps, classifieds and marketplaces. It includes the SaaS platform, the Easy 3D Scan software for content production, and API/SDK for integration scenarios. The Cappasity platform allows clients to create, analyze, and embed immersive content.
3D content created with Cappasity allows shoppers to interact with items as if holding them in their hands: changing the angle of perception and zooming in to see all the tiny details. This additional interactivity helps them better imagine how the items would look and fit in real life for more informed purchase decisions. Our clients’ experience has shown that immersive content makes online shopping interactive, increasing sales by more than 30% and reducing returns.
The platform supports general content formats, including 3D models. So, if you have a ready-made 3D model of an item then you can upload it directly on the Cappasity platform with a couple of clicks. Once the 3D model is uploaded, you can embed it into your online catalog.
Retailers are also able to activate the AR view for the 3D model for delivery of an AR shopping experience on their websites with our player. Mobile users will be able to instantly launch the AR experience on their smartphones, while desktop users will only need to scan the QR code leading to the AR experience. QR codes are generated automatically by the platform and don’t require any additional effort on the client’s behalf.
What’s more, the solution allows you to create AR Holograms of items without manual 3D modeling. It’s a simple matter of shooting a video and processing it with Cappasity Easy 3D Scan software. An AR Hologram is created within as little as 20 minutes, where it usually takes multiple days.
Click the “Cube” icon to activate an AR experience.
Cappasity AR Holograms provide animated views, allowing shoppers to see materials in movement and better envision how the desired items would fit. They can be used not only in e-commerce, but also in brick-and-mortar stores. Retailers can print QR codes redirecting shoppers to AR Holograms and add them to item tags for the realization of an AR-based shopping experience. The consumer simply needs to scan a QR code with their smartphone to explore a whole outfit or separate items in the surrounding environment. Using AR to view fashion pieces allows consumers to get a clearer sense of their real-life appearance, enhancing the shopping experience by making it more interactive and user-friendly.
To embed immersive content into shopping, contact our team at support@cappasity.com.
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