In an interview with ZDNet Asia, Mary Ellen Gordon of the US-based virtual worlds research firm Market Truths observed that companies interested in commercial and free virtual worlds have to take into consideration the consumer habits of the new generation in order to fully make their mark in these online communities.
This expert opinion only strengthens the stature of virtual worlds as full-fledged communities with its own nuances and sensibilities. Outsiders can no longer just barge in and send their commercial messages and hope for maximum success. Gordon observes that “some companies did not seem to take the time to really understand virtual worlds or to think about how to use them to contribute to their overall business objectives.” To gain optimum results, companies would do best to immerse themselves in the culture of the virtual worlds.
Although there has been a difference in the way businesses approached their objectives inside their virtual worlds, there seems to be unanimous perception that these online worlds are of immense potential for publicity because of the large numbers of Internet users entering these virtual worlds. As described by Gordon:
“Virtual [worlds] give people the chance to meet more people across these barriers, and are not constrained by circumstances [such as] physical location, family responsibilities, lack of financial resources and disabilities.”
These solved problems pointed by Gordon enable virtual worlds to have access to a wide variety of Internet users which are potential consumers for business entities. This is why understanding how the web-savvy young generation is crucial. Most of the members of these target market are used to processing information quickly. They can’t be easily fooled and would know when certain web messages are just spam.
An example of how a business company can adapt to the information habits of Internet users in commercial and free virtual worlds would be the approach of the information and technology (IT) company IBM. Noted as one of the more visible brands in virtual worlds, IBM found ways to integrate themselves in the flow of certain virtual worlds where they are in.
Ari Fishkind, the public affairs manager for IBM Research, describes IBM’s virtual world involvement shift from wanting to increase publicity to using these online communities as an informal rendezvous. In the past, IBM has used virtual worlds to host an Arts Festival and as a meeting place to meet and greet new visitors. IBM has recently used the popular virtual world Second Life to conduct meetings. This doesn’t only apply to small-time meetings. IBM once conducted their annual conference of computer scientists – the IBM Academy of Technology – in a virtual world setting . Fishkind relates that this move helped save “hundreds of thousands of dollars in travel expenses [and] helped participants get a real sense of community, collaboration and camaraderie–and let them get back to their daily responsibilities that much faster.”
By enjoying the perks of virtual worlds, IBM is also able to associate itself with all other virtual world users who are also enjoying the same privileges. This one-of-us-one-of-them mentality serves well for the brand as it establishes credibility within virtual worlds.
In this age of the New Media where information is one of the core values of Internet users in virtual worlds, persuasion sometimes never works anymore. All business entities can do is to establish their presence in these online communities and to be firm in their offerings and services for people to consider them in their short lists of options. However, even with advanced technologies present in virtual worlds, business entities should never forget their ethical duties and to never confuse the line separating softsell marketing with deception.
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