(2 votes, average: 2 out of 5)
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Is having a successful marketing campaign in Virtual Worlds possible? I think so. Over the past year and a half there was a wave of businesses and corporations attracted to the new medium of Second Life and Virtual Worlds in general. Some, like Bantam Dell found and continue to find success in this area because they didn’t apply the “If you build it they will come” mentality. They found that by continually changing the content to suit the needs and wants of the targeted demographic, they were able to draw new users who may never have entered this virtual realm. Some, like Pontiac, had success allowing users to create the content of their builds while riding the hype-wave but pulled out towards the end of 2007 when the funding ran out.
One major issue with success in Virtual Worlds is the technology itself. The typical home or office computer that is a year or two old has difficulty running a processor, video card eating program like Second Life. Companies interested in diving into the warm waters of Virtual Worlds need to be aware of the technological issues and hold the hands of their new users while they are brought up to speed. Building a virtual presence is like building a website. In order for people to come back regularly you need to be prepared to have regularly updated content, stick with it, and develop a community with events and PR.
Virtual Worlds have the potential to change the way companies interact and do business on the Internet. It’s definitely not as easy or inexpensive to build a virtual presence as it is to build a website, but the results can be great.
Filed under: Abraham Harrison LLC
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