Why Go 3D for Product Marketing?

Approximately 85% of industrial marketeers have a defined marketing strategy (Industrial Sage), with most strategies comprising social media, direct mail, trade show attendance, and online content such as blogs. These are the bread and butter of marketing, and yet, only 26% of manufacturers say their content marketing is generating a positive ROI (Content Marketing Institute). Effort is being made, but it’s not paying off as well as it could be. Why?

It's not that the strategies are wrong; it’s that the content isn’t strong enough to support the products being marketed. Two-dimensional, traditional marketing works when selling simple products, but manufacturing products are more complex. It’s not easy to visualise complex machinery or devices, show key features, or demonstrate how they work. That’s why traditional 2D marketing tools aren’t delivering the ROI you’re aiming for.

Better product visualisation

The main benefit of going 3D in your marketing is being able to effectively visualise products and bring them to life. Using digital twin technology, products are displayed with photo-realistic accuracy, allowing you to give prospects an entirely accurate, virtual version of your product. You can simulate how it works in the real world and go one step further by seeing inside the products and their internal components. Prospects can access it across your marketing channels; be it via your website, at events, in sales meetings, on social media, or even via a direct mail brochure.

Improved sales experience

Manufacturing is becoming more competitive; it’s not enough to just rely on your company’s reputation alone as a marketing tool. This is because what prospects want is changing. In fact, 59% of B2B buyers say they’re irritated by traditional sales pitches (Vonage), and 80% of B2B buyers say they want a B2C buying experience (GitNux).

Buyers want to interact with and be immersed in the marketing and sales experience. They don’t want to be talked at or made to sit through an hour-long sales deck. Using tools like 3D interactive product guides, prospects can walk through the journey of using a product, learning about the USPs, features and benefits along the way. This reinforces product knowledge and product certainty, which is essential when you consider that 75% of information is forgotten when not applied within six days (Harvard Business Review).

Furthermore, the quality of your sales and marketing materials directly impacts the perceived quality of your product and brand. A best-in-class sales experience equates to the perception of a best-in-class product.  

The better the sales experience is, the higher your chance of securing a conversion and retaining the customer long-term, meaning any opportunity you have to provide a different, memorable experience should be jumped at.

Better ROI

Ultimately, marketing success is measured by ROI. We know that most manufacturing marketers aren’t generating the ROI they want to, and we also know that 3D technology can work to bridge the gap between targets and what is currently being achieved. The MARTECH3D platform has been specifically designed for manufacturers to aid the marketing and sales process, and part of the engineering behind the suite of tools is ROI generation. Our clients see an average minimum 10x ROI when they start implementing 3D technology into their sales and marketing processes.

To learn more about the MARTECH3D manufacturing marketing and sales platform, please contact us. Alternatively, you can book a demo online.