Advertising is not for second Life

Recently read an article "marketing in the second Life of the failure", a survey company in the second lifetime second live advertising or activities of the brand's actual marketing effect of the study, the conclusion is: the effect is not good.

The article has a lot of punch line, especially for want to be on the network, and not put the traditional advertising ideas, old want to rely on the international 4A or earth gun-type idea (I call it inconceivable) advertisers, have a very strong role in alerting. For example:

* Large enterprises must first face a humiliating reality: in the unreal background, their brand in the real world is annoying, stale and boring.

* In SL, people travel around through point-to-point transmission, ... Such point-to-point transmission makes billboards and many other ground ads worthless.

* How to let these residents voluntarily into their advertising, and stay long enough to carry out "brand fusion" (Brand immersion brand integration, is marketing a professional vocabulary, refers to the perfect integration of the brand into the customer's lifestyle, translator note)?

If the traditional advertising or activities are to inform clear as the main work of the words (so they have to and advertising and PR companies, the content of the dissemination of a check again, after the approval of the leaders to launch, then to Word-of-mouth communication and interpersonal relationship as the center of Marketing 2.0, is to share and recreate as the main work. Thus, the diffusion of communication is not dominated by the subjective will of the enterprise.

So the brand experience should be personified, even become a game, but how to make the game fun, is really a big problem, especially when a few elites face the wisdom of countless masses

In the article, "car companies try to compete with a school kid who turns a virtual car 4S shop into a round-the-clock rap ball, then designs a lot of lovely flying cars and auctions them out at a 2000 dollar real money auction." So the big car company was dumbfounded. Also, "fashion brand companies are more annoyed." Virtual Fashion design has become a thriving industry (without any manufacturing costs and large-scale production abroad), while the dominant in the industry is the housewives, who have amazing artistic talent and a lot of free time, because these designers are second Ordinary people in life (their heads become their brands) ".

From here, we can see the weakness of professional advertising companies, because these geniuses are scattered all over the world, and everyone is only good at creating their favorite and the most feeling of things. By contrast, the advertising company's so-called professional creativity, will appear how powerless, they must and every corner of the global talent to compete with the attention of the players ... God, this can't be done!

If the advertising company has the ability to do so, it must build a creative department that is 100 times times more complex than it is now! Since it is impossible, we must understand that the future is a semi-finished product creativity, we can only be creative organizers, not producers. (Refer to my chart)