I’m sure you all can relate to my broken shelf in my former office. It was weighed down by the ubiquitous and industry standard sweets catalog of building products. It’s pretty funny to think back now of a huge volume of printed binders being the state-of-the-art for getting information about building products.

We can look back now and think about that tectonic shift from printed materials to online communication and laugh. The shift to mobile marketing is going to look very much the same and it is happening now. Building product manufacturers need to embrace mobile marketing and deliver engaging and interactive content that helps sell their products and educate their customers resulting in increased sales and increased customer satisfaction. This can be accomplished using high end visualization tools.

Mobile marketing is the next big shift

2012 internet trends report by mary meeker and Liang Wu documents the following :

• Three years ago, 2% of adults owned a tablet or eReader, this year in 2012 it’s 29%!
• Mobile internet traffic was 4% of the total in 2010, now it’s 13%
• In india, as we speak mobile internet traffic is surpassing that of desktop usage
• The global installed base of smartphones and tablets will exceed that of desktop computers in the second quarter of 2013

Prepare mobile marketing that works for  desktop users equally well.

1. If your web site is not mobile friendly, figure it out – either have your web designer create a mobile responsive site that resizes itself automatically according to the size of the user’s screen, or have them make your site autodetect and redirect users to a mobile marketing web site.

2. Once you figure it out, deliver engaging content for mobile users – 3d Instructional Animations and stunning interactive demonstrations of your products.

Use 3d renderings, interactive demos and animations for mobile marketing

Reading large amounts of text is quite enjoyable on most mobile devices, but it is not what they excel at. Apple has put super high resolution retina displays in their iPhones and iPads which produce stunning visual clarity. 3d renderings of products, 3d interactive product demonstrations and animations excel on these mobile platforms.

- Create high end visualizations of your products that look great on mobile screens, see some examples here

- Using those assets have your visual marketing professional create interactive product tours that allow the user to interact with your product with his or her fingers. Think about millions of potential customers holding a sample of your product in their hands. Imagine how powerful that would be.  See examples here

- Those same assets can be used to create instructional 3d animations that can demonstrate how your product works to a customer, how to install them for a do-it-yourselfer or a contractor.  See an example here

- Add qr codes to your product information, packaging and labeling so someone can quickly scan the code and in seconds be viewing, handling and understanding your product better.  Here is an example of how to create one of these codes easily.

First Impressions are invaluable to your brand

We know the value of first impressions in interpersonal interactions, but they are also vital to the first time your product is seen by a customer.   Get it right the first time, wow them from the beginning and realize that if you don’t take pride in your products, nobody else will.    This article explains this concept more.

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