Depending on your age, some of this may be going back too far for you. But I can remember sitting on the floor of my first apartment playing Pong and being transfixed by the fascinating game taking place on the television screen. I can remember walking down the aisle at Target and gazing at a Commodore 64 sitting tantalizingly on the shelf. “Hmmm,” I thought. “Should I? Do I really need a computer? Or are they just a fad?”
I even remember watching the first video on MTV (“Video Killed the Radio Star” by the Buggles), back in the days when MTV actually played videos.
And now, suddenly, it’s today, and virtual worlds are taking hold. Destinations such as Secondlife.com and There.com have not just sprung up tentatively … they’ve boldly taken hold with hundreds of thousands of members who are living an unusual sort of double life. They exist in the real world, and they also live in a virtual world where they can pursue anything from business opportunities to real estate and recreation.
To some, this may sound just too far out. Virtual worlds? But to smart marketers, it should sound like opportunity. The web may be the greatest tool in marketing history, and we must investigate fully its ability to help us converse with our customers in the manner most likely to appeal to them.
Virtual worlds, then, are about relevancy. They may be the most relevant way to communicate with some segments of your audience. I urge you to look at virtual worlds and test them as measurable marketing tools. Don’t think it’s not happening already. Nissan, Evian Water, Scion, theaters and more are finding at least some of their target audiences living in virtual worlds.
The important thing is to remember that you must respect these individuals and their desire not to be bombarded with traditional advertising. The times are changing, and it you can find a way to their virtual hearts, you might find a way to success.
Johnson Direct LLC
By the way, thanks to Target for resurrecting one of my favorite songs in their commercials: “And when tomorrow is today, the bell may toll for some, but nothing can change, nothing can change, nothing can change the shape of things to come.”