As virtual worlds are becoming more and more popular, I began to research the now familiar to ear, Second Life, which we discussed in class, for any advantages that non-members may not see. I’ll admit that I think Second Life is a bit ridiculous but since I haven’t completed a trial run of the virtual world, it would be unfair to continue on with this thought. I stumbled upon an article that listed Second Life’s Five Primary Benefits for B2B and noticed that it has become, not only another advancement of an online social network, but a marketing tool as well.
Since I am studying Public Relations, seeing the acronym B2B (business-to-business communication) caught my eye, especially since we have recently covered this type of communication in class. Businesses are now beginning to establish relationships in the virtual world, particularly in Second Life, because there are more opportunities to reach customers outside of print. According to the article, Second Life provides three types of participatory media: social networking, gaming, and training and simulation, which makes it appealing to marketers who are in tune with new trends online and how to use them as another resource.
The article states the five primary benefits for B2B in Second Life include:
- Shared real-time experience.
- A new forum for explaining complex products and services.
- Inexpensive prototyping and customer focus groups.
- Training and recruiting.
- Global reach and accessibility.
Since Second Life’s membership increases by 20% monthly, companies are urged to begin testing marketing strategies in this virtual world. Second Life is a business in itself, trading takes place through the Linden Dollars making it possible to increase another business’s return on investment.
The downsides of B2B as it relates to the virtual world, in general, are:
- “Human" presence is important.
- Events are everything.
- What happens in Second Life doesn't stay there.
- Develop security workarounds—or stay up late.
- ROI (return on investment) is elusive.
Though there is still much work to be done to make Second Life a successful marketing tool, the right strategies have been put to thought. Online marketing is more than likely going to become the best marketing once all of the kinks with online interaction are straightened out.
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2 comments:
I find it very interesting that companies are now noticing the use of virtual words as marketing tools. I always thought it would be a good idea since so many people use it and it would be a slightly cheaper form of marketing. Maybe I should have patent that idea. On a serious note, if marketing in virtual words does come into fruition, users of these virtual words will soon be bogged down by advertising.
I really enjoy the approach you took to secondlife and marketing. I agree that human presence is necessary is necessary in marketing and in communication as well. Also, it is good that virtual marketing is cheaper than other forms. At the same time,I feel as though face to face communication and marketing will always win out.
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