Why Second Life for marketing?

I was recently asked the question:

What problems with real life marketing are solved by using Second Life?

My response was:

This question could be easily answered with these questions:

• What problems with real life marketing are solved by using email newsletters?
• What problems with real life marketing are solved by using a web site?
• What problems with real life marketing are solved by using an online press room?

Offline or "real life" marketing has many limitations that have been clearly revealed over the last 15 years since the advent of online marketing. And what have we learned?

Online marketing provides us with:

1. exponentially greater reach
2. more efficient processes
3. time/money savers (when leveraged well)
4. cross timezone/cross geography (eliminate barriers of location)
5. more customer touchpoints

So it stands to reason, that executed well, Second Life marketing provides:

1. exponentially greater reach
2. more efficient processes
3. time/money savers (when leveraged well)
4. cross timezone/cross geography (eliminate barriers of location)
5. more customer touchpoints

We don't think of real life marketing that we do as "solving problems" although it could be construed that way. You could say marketing solves the problems of lack of awareness, a weak brand, lack of customers, etc. - it addresses a "lack" to get a "gain" such as brand awareness, sales (or donations), customer service (or serving a constituency), etc.

Why would we frame a question about marketing in Second Life as needing to solve a problem? You can also say that marketing in Second Life does address the problems of lack of awareness, a weak brand, lack of customers, etc. - it addresses a "lack" to get a "gain" such as brand awareness, sales (or donations), customer service (or serving a constituency), etc.

But marketing in general - regardless of the platform - isn't really solving problems but enhancing things, right?

Pitting Second Life against "real life marketing" doesn't make sense. Instead, simply look at Second Life as another tool in a strategic, effective and efficient marketing toolkit.

How are YOU using Second Life to market?

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Nasus Dumart & Apple MacKay

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The Unofficial Guide to Building Your Business in the Second Life Virtual World: Marketing and Selling Your Product, Services, and Brand In-World

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