SECOND LIFE MARKETING ON GIGAOM

In case you missed it, my essay on the mixed results of metaverse marketing is here on GigaOM.  It's attracted a lively conversation in the comments section that's worth a look, as well.  While I'm at it, I should add that the title of the entry doesn't quite capture the full gist of my opinion. 

For instance, I do point out how the Komjuniti survey, which mentions a pervasive disappointment with real world brands in Second Life, also notes that respondents “'would like to be able to interact more with the brands represented' in SL; metaverse versions of established hotels and retail brands garner the most positive reaction."  I'm planning a follow-up on the few examples marketing in SL which do seem to be returning positive results.  If brevity and punchiness weren't key, therefore, the title would probably read, "Most marketing In Second Life doesn't seem to work thus far... here's partly why!"

Those qualifications in mind, I should mention that ZnetLady Isbell blogs the results of another survey on Resident reaction to real brands which are decidedly more positive, with 49% favorable to their appearance on The Grid.  (Hat tip: Forseti Svarog.) 

If the big debate of last quarter was "How many people are in Second Life really?", maybe "How much is marketing in Second Life really working?" will be the question that's all the rage for Spring and Summer.

Comments

[Laetizia Coronet]

Got some thoughts on that in a blog I did at the end of last month, exactly the interaction is one point I raise when I visit Dutch bank ABN AMRO:
http://laetizia.wordpress.com/2007/03/27/goin-to-the-bank/

As to numbers: with about 5,000 active Dutch members of SL (that number may have risen, but even at 10,000 the point still stands) the whole investment is no more effective than an ad in the village newspaper.

[Ananda]

You mentioned publicity offhand in your article as if it was an afterthought in these marketing efforts. Have you considered that this is exactly what marketers desire? If they can get news stories to cover their product, they've just multiplied their message tremendously! If nothing else, being in SL has been a good way to get in the news this year.

[Rock Soderstrom]

successful advertisment in second life

check:
http://www.lifeforyou.tv/eng/index.html

LIFE 4-U The First TV-Magazin in SL