Against the background of the increasing spread of 3D product configurators on the internet, we would like to highlight the importance of a 3D product configurator in online marketing concepts by means of a jewelry example.
At its core is the question “What contribution does a 3D product configurator make to achieving the defined marketing goals?
In a first step, we will conduct a strategic situation analysis. We will analyse the potential, the competitors and the target groups. After defining (online) marketing goals, we will develop an (online) marketing strategy amd formulate (online) marketing instruments to achieve the defined marketing goals. Finally, a detailed overall assessment of the significance of a 3D product configurator in a specific application case in carried out.
|Schmuck Konfigurator (jewellery configurator)||70|
|Trauring Konfigurator (wedding ring configurator)||2.400|
|Trauringe konfigurieren (configure wedding rings)||480|
|Trauringe selbst gestalten (design wedding rings yourself)||260|
|Ring selbst gestalten (Design your own ring)||590|
|Verlobungsring Konfigurator (Engagement Ring Configurator)||170|
|Eheringe selbst gestalten (design your own wedding ring)||140|
|Trauring konfigurieren (configure wedding ring)||110|
|Eheringe konfigurieren (configure wedding rings)||210|
|Ring konfigurieren (configure ring)||260|
|Ehering selbst gestalten (design your own wedding ring)||90|
|Verlobungsring konfigurieren (configure engagement ring)||90|
|Ringe selbst designen (design rings yourself)||110|
|Trauringe gestalten (shape wedding rings)||50|
|Diamantring Konfigurator (diamond ring configurator)||20|
|Eheringe gestalten (shape wedding rings)||40|
|Hochzeitsringe selber gestalten (create wedding rings yourself)||40|
|Trauringe online gestalten (design wedding rings online)||20|
There are numerous interesting keywords with a relatively high search volume. All in all, a quite high potential can be assumed.
Google delivers a total of 163.000 different search results for the keyword “jewelry configurator”. In the following we will look at different providers for different keywords.
The first place in the ranking for the keyword “jewelry configurator” is occupied by the following domain:
Also with auronia.de it concern a domain with high visibility. Now follows the fourth place for the keyword “configure wedding rings”:
Konfischerauto.de is a website with average visibility. Here good placements would be therefore possible by appropriate marketing measures. In the following we take a closer look at the 3rd place for the keyword “design rings yourself”:
This website hochzeitstrauringe.de currently has a very high visibility. Finally, we consider the current 7th place for the keyword “design wedding rings yourself”:
This domain also currently has a very high visibility. In order to get an ever better picture of the competitive situation, we will analyze the competition in the following by means of 5 randomly selected keywords with the keyword planner from Google:
|Hochzeitsringe selber gestalten (design wedding rings yourself)||High|
|Ringe selber gestalten (design your own rings)||High|
|Eheringe konfigurieren (configure wedding rings)||High|
|Schmuck Konfigurator (jewellery configurator)||High|
|Verlobungsring Konfigurator (engagement ring configurator)||High|
According to the keyword planner, the competition is high for all 5 keywords. Is it worth investing in Google Ads? More information can be found in the following table:
|Hochzeitsringe selber gestalten (design wedding rings yourself)||0,95|
|Ringe selber gestalten (design your own rings)||0,84|
|Eheringe konfigurieren (configure wedding rings)||1,96|
|Schmuck Konfigurator (jewellery configurator)||0,68|
|Verlobungsring Konfigurator (engagement ring configurator)||1,86|
Against the background of the relatively high selling prices and in comparison to keywords without configurator reference such as “buy wedding rings” (€ 2.79), the costs per click are not too high. Thus a positive Return on Invest (RoI) is to be assumed with a Google campaign. The following exemplary calculation example should illustrate this:
Assumptions: 4% conversion rate, CPC = 1 €, selling price = 2000 €
Cost per conversion: 1 € / 0,04 = 25 € Marketing costs per conversion
At a conversion rate of 4 , 25 € marketing costs per ring must be taken into account. With a sales price of approx. 2000 € a positive RoI should be very probable. Conversion is defined here as the sale of a ring.
Target group analysis.
The above keyword research research leaves no doubt about the target group. The target group can be clearly defined as married couples.
In the following, we will characterize the target group using various characteristics:
Age: For men, the average age is 33 years. For women, on the other hand, the average age is 31.
Gender: The fact that all costs at the wedding are borne by the groom has grown historically.
Other target group-related statements cannot be made because people with different levels of education mary across all social classes.
Overall, the competition is high and there are numerous providers with a high visibility, Nevertheless, the selection of intelligent keywords can certainly exploit potential in this area as well.
The CPC is relatively low compared to nonconfigurator-related keywords such as “buy wedding rings”, so that a positive return on investment can be expected with a corresponding Google Adwords campaign.
The target group here is clearly defined. It concerns end consumers and married couples between 30 and 38. The groom is usually one the who makes the purchase decision.
(Online-) marketing goals.
The following (online) marketing objectives are to be achieved through (online) marketing:
reach a certain target group
facilitate business processes
In essence, sales to married couples are to be increased. In order to reduce administrative expenses, personalization requests are to be handled directly via the configurator in the future.
The focus of customer-oriented strategies is on innovation. The configurator is intended to set the provider apart from the competition by offering a unique technical innovation.
In order to avoid high competition niche terms should be found and optimized. In addition, a state-of-the-art 3D configurator should be developed in real time. On this basis, market entry barriers can be built up at an early stage and specialization effects can be achieved.
In this case, the 3D product configurator plays a decisive role for the success of the online marketing concept.
On the other hand, it enables differentation from many other providers on the market.
The 3D product configurator enables the concentration on a certain target group. In the concrete application case on married couples, which look for personizable wedding rings in the internet.
In addition, the 3D product configurator also enables differentation in price. The personalization options increase the willingness of customers to play a higher price.
The 3D product configurator also makes partial market coverage possible in the first place, i.e. providers can only concentrate on selling personalisable rings to married couples.
Due to the innovative character of a 3D product configurator, the supplier stands out from competitors and also creates market entry barriers for other potential suppliers in its niche, e.g. due to the necessity to procure capital to the configurator.
In addition, the 3D product configurator reduces the administration effort by facilitating business processes.
Against this background, the influence of the 3D product configurator on the success of the (online) marketing concept can be classified as extremely high.
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