70% of users are disappointed with Second Life marketing

Second Life - Image 1So how’s the marketing going for Linden Lab‘s Second Life? Interestingly enough, 70% of its users say it is disappointing. This was the result of a survey conducted by German research firm, Komjuniti.

Among the reasons for the dissatisfaction of Second Life patrons is that they view the companies as being there simply for the opportunity the community is able to provide for them, and not necessarily for the benefit of the inhabitants. Apparently, these companies only want to get a free ride, especially as Second Life is getting a whole lot of publicity.

Says Dr. Nil Andres, Komjuniti’s brand manager, “The brand sites on Second Life currently look like they’re being treated in pretty much the same way as [traditional] advertising campaigns.” Because of the growing skepticism among the Second Lifers, “they expect more creativity, more inspiration, and not vertical influence the old and traditional way of the 60-second spot,” observes Andres.

In response to this, Linden Labs’ Director of Marketing, Catherine Smith, says that they have been vigilant in reminding companies that want to do Second Life marketing that: “If you are not authentic and do not offer anything to the community, you are likely to be ignored.”

Accordingly, 42% of the survey’s respondents also deem that Linden Lab won’t really be able to follow-up effort into the site. On the forefront, there are about three million site users. However, truth is that out of that three million, only a tenth actually used the site on a regular basis. Because of this lack in consistency, marketers are then not exactly enticed to stay for long.

Inputs Andres, “Marketers are just following the hype without thinking about the proportion of investments and alternatives in the market… If you compare (Blizzard‘s) WoW and Second Life, the ratio and effectiveness of marketing communication is way better in WoW than in SL.”

Second Life needs to get their second chance – and fast.

Via dgitalmediawire

Second Life - Image 1So how’s the marketing going for Linden Lab‘s Second Life? Interestingly enough, 70% of its users say it is disappointing. This was the result of a survey conducted by German research firm, Komjuniti.

Among the reasons for the dissatisfaction of Second Life patrons is that they view the companies as being there simply for the opportunity the community is able to provide for them, and not necessarily for the benefit of the inhabitants. Apparently, these companies only want to get a free ride, especially as Second Life is getting a whole lot of publicity.

Says Dr. Nil Andres, Komjuniti’s brand manager, “The brand sites on Second Life currently look like they’re being treated in pretty much the same way as [traditional] advertising campaigns.” Because of the growing skepticism among the Second Lifers, “they expect more creativity, more inspiration, and not vertical influence the old and traditional way of the 60-second spot,” observes Andres.

In response to this, Linden Labs’ Director of Marketing, Catherine Smith, says that they have been vigilant in reminding companies that want to do Second Life marketing that: “If you are not authentic and do not offer anything to the community, you are likely to be ignored.”

Accordingly, 42% of the survey’s respondents also deem that Linden Lab won’t really be able to follow-up effort into the site. On the forefront, there are about three million site users. However, truth is that out of that three million, only a tenth actually used the site on a regular basis. Because of this lack in consistency, marketers are then not exactly enticed to stay for long.

Inputs Andres, “Marketers are just following the hype without thinking about the proportion of investments and alternatives in the market… If you compare (Blizzard‘s) WoW and Second Life, the ratio and effectiveness of marketing communication is way better in WoW than in SL.”

Second Life needs to get their second chance – and fast.

Via dgitalmediawire

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