When launching a new product, marketers often get caught up in the tactics and timing. But the real key to success is something more fundamental: the message. 

A strong product launch campaign consists of three core components – the message, the launch date, and the ongoing campaign activities. As Jim Kreber, CEO at Kreber, explains, “While all are necessary, the message stands as the most critical element that must drive everything else.”

The world of product marketing has undergone a quiet revolution. Computer-generated imaging (CGI) has become so sophisticated that it's nearly impossible to distinguish from traditional photography. Yet misconceptions about this technology persist, potentially holding brands back from leveraging its full potential.

Consider this: virtually every product in an IKEA catalog is CGI, and soon, every room setting will be too. This isn't a glimpse into the future – it's happening now. The technology has matured to the point where the question isn't whether to use CGI, but when and how to implement it effectively.

The advantages are compelling. CGI offers unprecedented control over every aspect of image creation. Want to change the lighting in a room? Adjust the color of a product? Show seasonal variations? With CGI, these modifications can be made instantly, without the need for expensive reshoots or set reconstruction.

However, the path to CGI implementation isn't without challenges. 

The average person spends nearly 7 hours online every day, reading articles, scrolling their social feeds, or maybe even checking out your website. With everyone spending so much time online, digital marketing has become a core part of every brand’s strategy. From email to social and native to behaviorally targeted programmatic advertising, digital marketing allows business-to-business (B2B) and business-to-consumer (B2C) marketers to efficiently target customers during their digital journeys. However, the rapid adoption of digital marketing brings added responsibility for marketers, ensuring everyone, including individuals with disabilities, can access and interact with your branded content. Complying with the ADA (Americans with Disabilities Act) is not just a legal requirement, but a strategic move that expands the reach of marketing campaigns and resonates with a broader audience.

ADA compliance goes beyond simply making websites accessible for screen readers and other assistive technologies. “We’ve found even our largest clients, with seasoned marketing leadership, do not fully understand ADA requirements,” said Jim Livecchi, VP of Strategy at Kreber. The regulation encompasses a wide range of disabilities, including visual, auditory, cognitive, and motor impairment. “We are helping our clients create truly inclusive online and offline brand experiences and think holistically about every piece of content and branded communication.”  

Here are 5 considerations to ensure your brand’s inclusivity and ADA compliance.