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Sales Marketing
Bringing sales marketing news from around Berkshire |
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Branding in the Virtual World
Advertisers are treading a careful line as they weigh up the opportunities offered by virtual worlds. Although virtual life websites such as Second Life are increasing in popularity, it’s a relatively new environment so should they invest heavily in advertising or wait until the concept stabilises over time?
It’s a dilemma being faced by many online marketers. On the face of it, virtual world websites look like ripe hunting ground with rich pickings to be had from their virtual inhabitants. Statistics seem to bear this out – a recent Global Market Insite poll discovered that 56% of Second Life users looked to the virtual world first for promotional information about products and services.
Crucially, another 37% claimed that – in the real world - they would purchase a brand they’d seen advertised on Second Life. Interesting as these figures may seem to online marketers, many have questions regarding the demographic of typical users. In the real world, it’s relatively straightforward to track market forces based on age demographics, but in virtual worlds this presents more of a challenge.
Why? Because another recent survey of Second Life users highlighted the fact that their avatars are not necessarily virtual versions of themselves. Most prefer to create individual characters, often of different sex (23%), different race (22%), or different age (56%). Interestingly 37% said they were older (in real life) than their avatars whilst 19% said they were younger.
So what are the industry experts recommending for those keen to dip their toes in the water of virtual world advertising? Caution is the answer. Balance online advertising with the more traditional tried and tested methods like pay-per-click and banner ads – at least until these virtual worlds have had a chance to flourish and develop. Currently they present a somewhat unknown quantity.
www.businessinberkshire.co.uk/salesmarketing
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