tag:blogger.com,1999:blog-9077317.post2195627837674580223..comments2023-09-16T09:01:40.541-04:00Comments on Advertising Lab: Media Pendulum Swings On Second LifeUnknownnoreply@blogger.comBlogger2125tag:blogger.com,1999:blog-9077317.post-50356158113034926672007-07-26T07:07:00.000-04:002007-07-26T07:07:00.000-04:00My thoughts on the numerous comments about brands ...My thoughts on the numerous comments about brands leaving Second Life.<BR/><BR/>Firstly, remember that in many ways, Second Life (and other virtual worlds) is just another marketing channel, albeit with unique characteristics.<BR/><BR/>When companies run marketing campaigns on other channels (such as TV, radio or print) and the campaign fails to deliver the desired level of response, one of two things happen:<BR/><BR/>1. The creative concept is critised as not being appropriate or good enough. In other words it did not resonate enough with the target audience or deliver the right messages.<BR/><BR/>2. Expectations were too high in the first place. Either because they were not correctly analysed or the channel has a different set of metrics.<BR/><BR/>You rarely hear about the media channel being critised as being incorrect. Some brands have run campaigns in Second Life and the platform has been critised with very little commentary on the quality of the actual concept or the metrics being used to assess the success.<BR/><BR/>The concept of media planning in Second Life (understanding the attributes of the channel audience - what motivates them - what they want - what the platform can deliver) has been overlooked to a very high degree to date in Second Life. This is the area that successful virtual world campaigns should focus on.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-9077317.post-61130133833974686552007-07-18T19:16:00.000-04:002007-07-18T19:16:00.000-04:00Top 10 reasons Second Life is no longer the "next ...<B>Top 10 reasons Second Life is no longer the "next big thing"</B><BR/><BR/>10) All the girls are supermodels, but look nothing like the 17 year old boys that own the accounts. <BR/>9) Demographics are based on usage over past 60 days...something wrong with industry standard 30 days? <BR/>8) The crashing and freezing is tolerable at first, then just freaking annoying. <BR/>7) HTTEISPITA ("Having to type everything is a pain in the ass.") LOL.<BR/>6) The "Linden" thing gets old real fast, as does that question "have you read Gibson???" <BR/>5) Any global platform that can only accomodate 100 people at a time is, well, severely limiting for anything other than reaching 100 people. <BR/>4) The ROI is impossible to assess, and "forget the ROI" is not an appropriate answer for clients. <BR/>3) There are only 40,000 people on at any one time. That's a revolution? <BR/>2) Repeate, the ROI is impossible to assess, and "forget the ROI" is not an answer for clients. <BR/>1) Second Life is like "pong," you got to love it, but in three years, it will be hopelessly quaint.Anonymousnoreply@blogger.com