3D presentation formats exhibit brands and products in an immersive context. These obvious impacts complement the digital marketing and sales tools, especially for brands with a strong identification potential and products requiring explanation. Artificial intelligence will boost these tools in never estimated ways.
This paper highlights the first key competitive advantages of XR Worlds over traditional industry applications and how your products, services, pricings, communications, and distribution policies are changing in the 3D for many sectors. In the following articles I will briefly and concisely introduce the most important topics, terms and advantages to you.
What is the matter with the new realities?
Experiential worlds with 3D web or extended reality are rapidly spreading across all industries. For work in the digital factory, for the presentation of real estate and for entertaining and convincing marketing purposes, so-called digital twins and metaverses are suitable for cross-industry 3D replication and curation of realistic or fictional spaces. Here, the results of point cloud, 360 panoramas, 3D models and animations and effects can be used on the 3D web, via AR on mobile devices and in VR via various glasses. These innovative use cases are increasingly meeting specific needs and helping companies more successfully map reality and use it experientially globally and quickly as a platform with numerous KPIs. We at cuuub have been working in marketing and design for over ten years and have been successfully using immersive twin technologies and software UX-centric design of presentation for clients in B2B, B2C and a special D2C focus.
The medialization of real spaces is probably as old as mankind itself
Depicting reality is a primordial human activity. One of the oldest forms is cave painting as found in Chauvet. The medialization of real spaces is probably as old as mankind itself. In ever new forms the art and culture of recreating the so-called reality shows itself. Now we are living in an age that is trying to perfect this technology more and more and is using technical aids to do so, automated and with the help of artificial intelligence, to depict the world as has never been possible before. But imaging alone makes little sense, because it is only through the use, interpretation and manipulation of the images and spaces that the meaning and the value of this cultural technique becomes apparent.
Striking examples and relevant studies explain how not only the previously focused target groups of the new digital twin are being used in the construction and real estate industries, but also for sales and marketing purposes.
This is because the possibilities for digital replication and curation of spaces can easily be applied to other commercial spaces (trade fairs, exhibitions, airports, production facilities), which are transformed into digital worlds in a user-friendly and experiential way through twin technologies and the possibilites with cuuub.
Stand out of the grey crowd with UX focused immersive experiences
It is important for companies to be at the top of their segment today, but it is even more important to be at the top in ten years. Digital twins for shopping malls, hotels, airports, real estate and industrial buildings are indispensable in all scenarios for the coming years. “Gartner expects that by 2026, 25% of people will spend at least one hour a day in the Metaverse for work, shopping, education, social media and/or entertainment.” It is not only digitization that plays a major role here, but also the bundling of Big Data scenarios in a strategic level: the digital twin of real spaces with a combinatorial existence of presentations and innovative solutions.
This combines the digital twin with modules from familiar online worlds that will become highly relevant for product presentation, brand experience, virtual tours, 3D ticketing, gamification, and emotionalization far beyond the topics of “smart city,” “building information modeling,” and “digital factory”.
In this context, 3D and XR Worlds with the mapping of physical spaces and the experiential use of CUUUB functions (for example) serve to evoke attention, attract customers, increase satisfaction, sustain loyalty and cross-selling never achieved before and improve the image of the brand.
In the next article I will explain how the future of the internet appears to be three-dimensional and how the laser scan of physical environments is the fundament for a true experience in the digital space. Stay tuned!
In the meantime: If you want to get in touch with me please send a DM or comment to this article.
Foto: Pointcloud picture created with Midjourney. Prompt: a semitransparent 3D pointcloud based on a lidar scan of a enormous building in modern architecture. The lidar pointcloud mesh color is blue, background black.