May 1, 2007

A Second Life For Marketers?

Virtual Worlds Aren't New Channels, They're New Markets

by Brian Haven

with Josh Bernoff, Sarah Glass, Katheryn A. Feffer

Executive Summary (This is a document excerpt)

Virtual worlds have recently emerged as a new opportunity for users to interact and marketers to communicate. Second Life, one of the most widely known worlds, experienced an influx of marketers in 2006 looking for new ways to engage with potential customers. The key benefit so far: public relations. For the future, marketers should consider virtual worlds not as new channels, but instead as entirely new markets. But for now, virtual worlds aren't quite ready to meet the demands and expectations of marketers.

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