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.

Honestly, they’re a blessing and a curse. New-product launches are an amazing opportunity to introduce new ideas and strategies to customers. But launches can be hard to do, and you only get one chance, as they say, to make a first impression.

Well, not really. A launch campaign can have longer legs than you may realize. But making extended impressions takes a strategic plan and, even more vitally, a strong, clear message.

This is just one of the big takeaways from Kreber’s upcoming white paper, “Hidden Secrets of Successful New-Product Launch Campaigns.” To whet your appetite, we’re sharing a few of those insights here; to get the rest, click the link at the bottom of the blog and we’ll drop it in your inbox when it’s released. (Don’t worry—it’s free!)