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JUL 2007

Virtual marketers have second thoughts about Second Life

Firms find that avatars created by participants in the online society aren't avid shoppers.

Los Angeles Times, July 14, 2007 — SECOND LIFE — a three-dimensional online society where publicity is cheap and the demographic is edgy and certainly computer-savvy — should be a marketer's paradise. But it turns out that plugging products is as problematic in the virtual world as it is anywhere else. At http://www.secondlife.com — where the cost is $6 a month for premium citizenship — shopping, at least for real-world products, isn't a main activity. Four years after Second Life debuted, some marketers are second-guessing the money and time they've put into it.

Category: New Media Marketing
Tags: Second Life, marketing effectiveness

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