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11/11
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5 steps to supercharge visual content marketingMARTIJN BROUNS, MARKETING DIRECTOR, INDG

Content marketing: from reach to relevance Back in 1900, Michelin may have been a pioneer with its famous Michelin guides. So, why has content marketing waited until the 2010s to become a hype? Michelin expanded the …

Content marketing: from reach to relevance
Back in 1900, Michelin may have been a pioneer with its famous Michelin guides. So, why has content marketing waited until the 2010s to become a hype? Michelin expanded the reach of its brand through its guides but had little to no competition. Today, many brands provide similar information and can reach consumers at any time they want. Digital urges marketing to shift focus from ‘market reach’ to ‘customer relevance’. The challenge is to be relevant to individuals,.. on a global scale.

To truly engage consumers, content marketers will focus on typical buyer persona. For these persona, research will have to reveal their typical buying habits: where do they search for brands, how do they select products, what influences them, what touch points do they use and when. Based on this data, consumer needs are identified for each step in their decision journey. The result will be a massive overview of content requirements that will challenge any marketer’s budget.

Relevance needs a return
As visual content seems to significantly impact consumer engagement and conversion, brands have started to focus on creating content and using social networks to activate consumers. Product content was offered across websites, retailers and digital touch points in-store. But as with all investments, ultimately they need to provide returns. Today, brands are seeking ways to balance consumer engagement with marketing efficiency.

When looking for ways to drive efficiency, brands will have to look at the bulk of their content. For most consumer product brands this will direct them to visual product content. This content is required across the decision journey, needs localization and changes every time new products are introduced.

Working for major brands in consumer electronics, home furnishing and retail, INDG identified 5 steps to drive the ROI of visual product content:

1. Create a grid of all visual content needs
First off all, brands will need to determine for what touch points they need visual content. Next this content needs to be categorized to identify what digital assets can be reused. This is a crucial step that will provide extremely valuable insights for central and regional marketing teams to prevent redundant production of content.

2. Determine content formats
Next, brands should identify typical formats for visual content. This might sound dull and less engaging but it’s not. It just urges brands to decouple creative power from content production. In turn this will provide more consistent content that is better usable across touch points. The media industry has been using a similar approach for many decades. Just think about TV show formats that are even being licensed across countries.

3. Replace traditional production with CGI
While most brands use traditional photography and video production for the bulk of their content, it is probably not the most efficient way. Brands will need access to a physical product, send it to a studio for shooting and collect it afterwards. This content is always ready AFTER a first product was produced, content is not reusable, high costs for logistics and write-offs. Today, computer generated content prevents all these challenges and can reach similar (if not better) quality content. And best of all, it can always be modified to create derivative shots featuring other angles or other product materials or colors.

4. Setup a content production pipeline
While some studios may have offered CGI work before, very few are able to serve content production as a service (rather than a range of separate visualization projects). The major difference between the two is that a large scale production approach is organized to guarantee and increase quality and service levels over time. The content producer will also heavily invest in production innovations that will drastically reduce cost of ownership and time to market. Content production and marketing will consequently be seamlessly aligned.

5. Store content in a digital asset management system
In order to deal with major amounts of content, the access to content will ultimately have to be managed in order to be able to find it, manage versions and distribute it for regional marketing efforts. Working with CGI content requires a good organization of so-called master assets: 3D blueprints of products that will be used as a single source for all product content. This will minimize any risk for redundant productions and provide a consistent, high quality product experience.

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24/10
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New release of Interior InspirerPOWERFUL NEW FEATURES FOR HOME BRANDS AND RETAILERS

INDG introduces a new version of the Interior Inspirer (product page), an omnichannel shopping experience that features personalizable inspiration rooms that for in-store and online use. The new version features valuable new functionality that increases the …

INDG introduces a new version of the Interior Inspirer (product page), an omnichannel shopping experience that features personalizable inspiration rooms that for in-store and online use. The new version features valuable new functionality that increases the applicability for more product categories. Main additions:

  • Window Decoration – The Interior Inspirer is now able to display window coverings, allowing brands to help customers imagine what these products look like at home. The feature is able to let consumers experience window coverings under different lighting conditions (day and night) and lets consumers play with various fabrics and patterns.
  • Product Alternatives – Allowing consumers to see what different products look like in the same living room. An exciting way to ‘test drive’ products in the customer’s environment of choice.
  • Improved Analytics – Based on commercial deployments we have implemented a list of key metrics that allow brands to measure the level of engagement of consumers with products (in-store as well as online) and continuously optimize the experience based on usage insights.

Besides introducing this new release, INDG has been working hard with Cisco to ensure a scalable solution that meets the needs of large retailers with 500+ stores. Through this cooperation, INDG has been further establishing its presence in the US-market.

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04/09
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INDG JOINS SODAJOINING A NETWORK OF DIGITAL MARKETING INNOVATORS

SoDA is the network for the most innovative and awarded digital agencies in the world. After a rigorous selection process, INDG was selected out of over 100 nominees. The announcement by SoDA followed after its Global …

SoDA is the network for the most innovative and awarded digital agencies in the world. After a rigorous selection process, INDG was selected out of over 100 nominees. The announcement by SoDA followed after its Global Member Meeting mid-August in Las Vegas, which was already attended by INDG.

“Digital Marketing has become a territory with an extremely wide range of disciplines where the interests of major brands are best served if digital experts start collaborating rather than acting as one-stop shops”, says Bas Gal, chief commercial officer and owner of INDG. “SoDA is a highly relevant network that helps us intensify our collaboration with digital and ad agencies internationally. We are grateful for SoDA’s recognition of INDG’s unique value: creating CGI-based product experiences from a single source, ready for all channels and touch points.”

“We are thrilled that INDG made it successfully through this rigorous selection process and we are proud to welcome the company into the prestigious ranks of SoDA membership. INDG’s entry is a clear testament to the tremendous quality of the company’s work, the thought leadership of the INDG executive management team and the uniqueness of the company’s offering (including world-class 3D product visualizations and cloud-based engaging product experiences). We’re thrilled to have INDG on board,” said Chris Buettner, SoDA’s Executive Director

Becoming a member of SoDA is exclusive as existing members must nominate candidate companies. Only 11% of the companies that were nominated over the past 12 months have been invited to become a member. Based on their headquarter location, regional membership committees from North America, South America, Europe or Asia then review their work and culture. Those that pass go on to be reviewed by the board, which presents its recommendations to the entire membership for a vote. This direct democracy and commitment to the highest standards of excellence has produced a peer group that is different from any other in the digital world.

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22/02
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PHILIPS EXTENDS USE OF INDG CGI ASSETSSENSOTOUCH 3D ASSETS APPLIED FOR TV COMMERCIAL

For quite some time, leading brands are replacing traditional photography with computer generated imagery. Philips and INDG have come a long way. The SensoTouch 3D range is a clear example of how 3D models have become …

For quite some time, leading brands are replacing traditional photography with computer generated imagery. Philips and INDG have come a long way. The SensoTouch 3D range is a clear example of how 3D models have become the single source for product visualizations across a wide range of touch points. For the beforementioned shavers, Philips already uses INDG assets in various channels and touch points such as :

  1. product packaging (link)
  2. brochures (link)
  3. trade marketing materials
  4. product videos (link)
  5. interactive product experiences (link)
  6. syndicated content for retailers (link)
  7. Philips is now also using 3D assets in TV commercials. This clearly provides a more consistent experience across channels and also prevents redundant media productions. Check out the video below and notice the resemblance of this experience with other Sensotouch 3D experiences.

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28/01
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OPINION: from entertaining to retainingDANIEL HAVEMAN, LEAD ARCHITECT, INDG

Today, when people hear the word 3D they automatically associate it with entertainment. Just think about 3D movies, 3D televisions and 3D gaming. But 3D technology is a lot broader than that, impacting manufacturing, visualisation and …

Today, when people hear the word 3D they automatically associate it with entertainment. Just think about 3D movies, 3D televisions and 3D gaming. But 3D technology is a lot broader than that, impacting manufacturing, visualisation and interaction.

A brief history
Let’s dive a little more into the history first; 3D technology has been around for quite a long time. In the early 60′s, developments of 3D surface reconstruction have led to the initial stages of computer aided design (CAD) in the automobile and aircraft industries, and subsequently computer aided manufacturing. 3D in gaming and movies has also been around for longer than you may realise, starting in the early 80′s, with 3D projection in Jaws (1984), CGI in Tron (1982) and with gaming on arcade cabinets such as Space Harrier (1985). The development of affordable 3D graphics hardware in the late 90′s has resulted in now nearly every computing device, including phones and TVs to have these capabilities on board.

3D experiences in the hand of the consumer
The exponential increase in computing power in tablets and smartphone combined with the rise of broadband internet has literally put photorealistic 3D experiences in the hands of the consumer. This has paved the way for 3D technology to reshape industries, by using this technology to replace photography, and create experiences that weren’t possible with traditional methods.

The path of innovation
Meanwhile, 3D is continuing its path of innovation. New production methods like 3D scanning and printing are revolutionizing product prototyping, mass-customization, consumer creation and more. This allows for new design possibilities, creating structures that weren’t available before. We are in the advent of a new era in which mass customization becomes mainstream and the consumer becomes the main character in the brand story, designing and creating his own personal products. With tools such as augmented reality even allowing them to see these new products before they have been manufactured, as real as any finished product in stores.

3D enabling an omni-channel product story
INDG is currently producing a major part of all product visualizations (photos and videos) for consumer product brands such as Philips. For consumer product brands, 3D enables to sell products as part of a story, not in a ‘book’ but in a ‘virtual theater’. The product can be the hero in this world. This allows brands to shape, augment and enhance their brand and product stories in-store, on the go or at home. After capturing a product in 3D, the so-called 3D master asset (a digital copy of the actual product) can be the input for everything. As a result, 3D can be applied across the complete product life cycle from design and manufacturing to retail and customer care. Using INDG’s Product Engagement Suite, it is possible to visualize these products wherever needed; in an interactive 3D web experience, in interactive applications, in stores, or using the latest augmented reality technology at home.

Enabling contextual content
For most consumer product brands, it is becoming crucial to differentiate their products to smaller consumer segments. To reach these segments, brands will have to engage on an individual basis using a wide range of touch points and devices. This poses an immense challenge: sourcing high-impact visual product content for any consumer context. As a result, brands need on-demand delivery of consistent, high quality product content at a larger scale than ever before. For this need, 3D modeling and computer generated imagery is becoming crucial since traditional (camera recorded) photos and videos cannot fulfill this need anymore.

Current possibilities with 3D are already very cool. Retailers such as IKEA already adapt images for cultural differences in models – localization, scalability and targeting. The modularity offered through 3D-based imagery allows brands to offer a realistic, personalized experience that drives consumer engagement. Consumers spend more time experiencing product online, return more often to discover more and are much more confident to buy online.

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20/01
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STEPPING UP OUR GAME IN THE US

Following a successful visit to the NRF Big Show in New York and the continued interest in our omni-channel retail solutions in North America, INDG is currently preparing to open a new office in the United States …

Following a successful visit to the NRF Big Show in New York and the continued interest in our omni-channel retail solutions in North America, INDG is currently preparing to open a new office in the United States to better serve its internationally operating customers and reach out to new consumer product brands and retailers.

“The rise of digital media offers consumer product brands and retailers a great opportunity to directly engage consumers with their products. At the same time, these brands are faced with an immense challenge to source high-impact visual product content for any consumer context. Brands are increasingly reaching out to INDG for large scale delivery of consistent, high quality product content on-demand”, says Frans Vriesendorp, creative director and co-founder of INDG. “It seems that our value contribution increases with the scale and complexity of the products offered. As these brands generally operate on a global scale, they require our presence in markets where consumer demand and marketing efforts are at the highest level. In other words, our presence in Asia and the United States is crucial to support existing clients and continue our company growth.”

More information on our plans will follow soon.

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13/01
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Marks & Spencer selects INDGINDG to deliver omni-channel retail solution

INDG has been selected by Marks & Spencer to deploy an omni-channel retail solution that is based on INDG’s Interior Inspirer, a fully standardized solution that is part of the Product Engagement Suite. The solution, that is …

INDG has been selected by Marks & Spencer to deploy an omni-channel retail solution that is based on INDG’s Interior Inspirer, a fully standardized solution that is part of the Product Engagement Suite.

The solution, that is currently being deployed for Marks & Spencer’s in-store and online home furnishings category, features a large screen that shows a number of pre-styled rooms filled with Marks & Spencer’s home products. Positioned at the entrance of its home furnishing department, the screen will inspire shoppers while sales representatives can step in and present customers an iPad that lets shoppers personalize any room by changing colors, textures and products. By offering the same experience on the iPad, in in-store digital signage as well as online, Marks & Spencer will have a far better chance to catch and keep today’s connected shopper.

For a more detailed impression of INDG’s generic Interior Inspirer solution, please visit the dedicated solution page.

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10/01
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Presenting retail solutions in partnership with CiscoMEET INDG AT THE NRF EVENT IN NYC

Together with partner Cisco, INDG will be presenting a new omni-channel retail solution for home retailers at the NRF ‘Big Show’ 2013 in New York City on January 14-15. Prior to the show, Cisco will hold …

Together with partner Cisco, INDG will be presenting a new omni-channel retail solution for home retailers at the NRF ‘Big Show’ 2013 in New York City on January 14-15. Prior to the show, Cisco will hold a press conference at the Modern Museum of Art, presenting latest research indicating clear consumer demand for the solution. You will be able to meet us at the Jacob K. Jarvits Convention Centre at level 3 on the Cisco booth (#252).

The aim is to meet delegations of the world’s largest retailers and present them our joint solutions that combine the unique designs and product engagement solutions from INDG with the robust and scalable architecture delivered by Cisco’s Interactive Services platform.

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