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According to almost everyone in the tech community, metavers is not a hot topic, it is the controversial issue. Probably the closest thing we’ve seen to this craze was the promise of the Internet in the 90’s, so it’s fair to say that this concept has been labeled as the next generation of the Internet.
The whole idea of converging various technologies to allow everyone to get in and out of immersive 3D digital worlds that are always “activated” will change lives as we know it, so it should come as no surprise that brands are crazy about the ability to take advantage of a parallel universe where people acquire digital assets from real-world items.
Nike and Forever21 have already made clear their hopes and intentions regarding the metavers. In a bid that the virtual world will forever transform the industry, retail giants have set up virtual stores in the hope that these spaces will boost e-commerce and, later, new sources of revenue. And as with all retail trends, other brands aim to stay the same in 2022 and beyond. However, there is still a phase of the journey that needs to be addressed before brands can begin to conceive of this whole idea of entering the metaverse: 3D modeling.
Here’s why: When it comes to leveraging metavers, what sets authors apart from dreamers is the ability to produce and launch 3D models of scale items, whether those assets are a designer handbag or a burger with french fries.
Currently, not all companies can do this, and it almost seems that the acceleration of digitization has been so rapid in the last two years that we have gone from video marketing hype directly to metavers mania, skipping a stop on the way. Therefore, if metavers really become the new iteration of the Internet, the production of 3D models of real-world objects must be possible at scale, as this will lay the groundwork for virtual nirvana.
However, launching 3D models of articles still seems like an incredibly long process that requires expensive resources for most. Here’s why the priority should be sorting:
The end of the 2D era
The production of high-quality images and later videos that capture the real-world view of articles has long been seen as the key to driving e-commerce sales. Prior to the pandemic, the latter was seen as a game changer, and Shopify reported that videos can increase conversion rates by 60% on buyers who interact only with images. However, things work a little differently than metavers. Images and videos can serve their purpose in the physical world, but in a virtual world where 3D avatars reproduce our real life, 3D products are the way to go.
The potential for engagement is unmatched, as 3D renderings provide customers with details that images alone simply cannot, such as the appearance of an item from different angles or when placed virtually in the around a user using augmented reality (AR) and its exact size. , finally giving them more confidence in their purchasing decisions. In fact, Shopify found that retailers who add 3D content to their stores see a 94% increase in conversion on average, proving that they have a much greater impact potential than videos or photos.
Whether or not brands plan to enter the metavers sooner or later, 3D modeling should be considered a priority, as these developments will not only lay the groundwork for a presence in virtual worlds, but will also provide immediate tangible commercial benefits. in terms of advertising. social trade.
Related: Unlock the true potential of the metavers
Personalization still reigns supreme
Ever since MarTech and data practices allowed for the customization of marketing activities, we’ve been saying that being closer to customers is more important than ever. However, the pandemic and the rise of digital behavior have certainly raised the bar to unprecedented levels, not to mention the hyperpersonalization that customers will demand from metavers brands, as they want 3D avatars to replicate their real life. . .
Here’s the thing: McKinsey’s “Next in Personalization 2021” report says customers’ demand for enhanced experiences over the past two years has been such that three-quarters decided to switch to a new store, product, or method. buy during the pandemic as they seemed. for augmented experiences elsewhere. In addition, in a world where individual personalization is already possible on a scale, the study also found that 71% of consumers still expect brands to offer personalized interactions and 76% are frustrated when this does not happen.
Regardless of where your brand wants to strengthen its presence, either on the metavers or simply on social media, customers today demand more personalization through channels. And offering photorealistic representations of real-world products that users can detect in the metaverse and visualize through augmented reality in their own bodies or homes could be as personalized as teleportation.
Related: Get Ready for Impact: It’s time to introduce the metavers
All paths lead to 3D modeling
Don’t be fooled: no one can say for sure that the metavers will enter the mainstream or be fully accessible to everyone.
In fact, no one can really predict what it will be like, because ultimately this space will be what we do, as Animoca Brands CEO Robby Yung says. So, whether brands have real plans to get into the metavers or are still debating their potential, they should not forget that there is a key to participating, and that is 3D modeling. 2D assets, such as images and videos, have no place in the future of e-commerce with a vision for the future, and now that users are calling for more technology customization, it’s time to explore the benefits of modeling 3D.
So here’s my message to companies that are still trying to understand the metavers and the future – no matter how the metavers end up looking like, 3D modeling will be the first step for any brand to make the leap.
Related: What Metavers Companies Need to Succeed