1 Ravi Vatrapu [email protected] Avatar Based Marketing Hemp, P. (2006). Avatar-based marketing. Harvard Business Review, 84(6), 48-57. Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 Facebook: http://www.facebook.com/group.php?gid=133258548012 Etherpad: http://ietherpad.com/7y3drhMCnq Thursday, 14-Apr-2011 EB22: Online Marketing: Lecture 39 Auditorium 4, ITU, Copenhagen, Denmark
1 Ravi Vatrapu [email protected] Avatar Based Marketing Hemp, P. (2006). Avatar-based marketing. Harvard Business Review, 84(6), 48-57. Course Portal: rkva/2011-Spring-EB22rkva/2011-Spring-EB22.
Dec 19, 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
1
Ravi [email protected]
Avatar Based Marketing
Hemp, P. (2006). Avatar-based marketing. Harvard Business Review, 84(6), 48-57.
Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 Facebook: http://www.facebook.com/group.php?gid=133258548012
Etherpad: http://ietherpad.com/7y3drhMCnq
Thursday, 14-Apr-2011EB22: Online Marketing: Lecture 39
Auditorium 4, ITU, Copenhagen, Denmark
TARGETING IN VIRTUAL WORLDS
“Whom do your marketing efforts target?
The flesh-and-blood Second Life members who gave their credit card numbers to register for the game–
or
their Second Life avatars residing in the virtual world?” (p.48)
2
TARGETING IN VIRTUAL WORLDS
3
LIFE ON THE SCREEN
4
http://upload.wikimedia.org/wikipedia/en/f/f8/Internet_dog.jpg
AVATAR
From the Sanskrit word about the incarnations of the Hindu God, Vishnu
“Popularized by Neal Stephenson in his 1992 cult novel Snow Crash”
“Broadly defined, “avatar”encompasses not only complex beings created for use in a shared virtual reality but any visual representation of a user in an online community”
5
AVATAR
From the Sanskrit word about the incarnations of the Hindu God, Vishnu
“Popularized by Neal Stephenson in his 1992 cult novel Snow Crash”
“Broadly defined, “avatar” encompasses not only complex beings created for use in a shared virtual reality but any visual representation of a user in an online community”
6
MARKETING IN VIRTUAL WORLDS
7
MARKETING IN VIRTUAL WORLDS
8
MARKETING IN VIRTUAL WORLDS
9
MARKETING TO AVATARS
10
“Advertising has always targeted a powerful consumer alter ego: that hip, attractive, incredibly popular person just waiting to emerge (with the help of the advertised product) from an all-too normal self.” (p. 52)
MARKETING APPROACHES IN THE VIRTUAL WORLDS
“Each virtual world has a different culture and people come to these worlds for a variety of reasons, so a single marketing approach won’t work.” (p. 56)
11
DISCUSSION
12
Related Documents
