A Second Life for Your Ad Campaigns - Strange New World
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So what can you expect from this strange new marketing arena? Chris Smith gives a good picture of it in his blog: “Imagine online users spending more and more time in this virtual world space, instead of in chat rooms and forums and such. Imagine traveling to a building with people in it who will verbally tell you about the information you’re seeking, instead of typing a keyword into a flat page. Instead of doing your product research on a company website, you might go into their virtual store and question their virtual salesman until you’re certain of what you want to buy. A three dimensional space is far more compelling to people.”
Think of all the things you can do in a three dimensional space. The CDC held a community health fair – and there are plenty of folks who will help you with Second Life events to raise awareness about your company. Also keep in mind that this is a three dimensional virtual space, which means you can change it quickly in response to your own needs (such as real life promotions, news, or other happenings). Remember that the people you’re reaching are three dimensional too; they have first lives, and even if you gear your offerings to their avatars, you have a chance to be even more compelling if you can offer them something they can use in real life as well.
In fact, it’s very important that you keep that community in mind. People can get very tired of advertising; at least one blogger commented that she wouldn’t be surprised if a lot of the original residents move on to create a new world where advertising is verboten. If you would be loved, know your audience and serve its needs. As one resident wrote in his blog in reference to Crayon’s arrogance in claiming to be first, “It’s not about being first, it’s not about what you say you are going to do, it’s what you actually do. It’s about execution! It’s about substance!” So make sure you do your homework.
Finally, if you think that this is just a fad that will go away, think again. It might, but so far it seems to have legs that may even go beyond any one company. According to Anderton, “If SL fails, for some reason, the movement of persons into online congregate social settings will probably continue to expand, and understanding how to reach these audiences will continue to be important.” So it would be wise to start learning now.
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