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1 Ravi Vatrapu vatrapu@cbs.dk 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-EB22http://www.itu.dk/~rkva/2011-Spring-EB22 Facebook: http://www.facebook.com/group.php?gid=133258548012http://www.facebook.com/group.php?gid=133258548012 Etherpad: http://ietherpad.com/7y3drhMCnqhttp://ietherpad.com/7y3drhMCnq Thursday, 14-Apr-2011 EB22: Online Marketing: Lecture 39 Auditorium 4, ITU, Copenhagen, Denmark
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T ARGETING IN V IRTUAL W ORLDS “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
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T ARGETING IN V IRTUAL W ORLDS 3
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L IFE ON THE S CREEN 4 http://upload.wikimedia.org/wikipedia/en/f/f8/Internet_dog.jpg
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A VATAR 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
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A VATAR 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
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M ARKETING IN V IRTUAL W ORLDS 7
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M ARKETING TO A VATARS 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)
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M ARKETING A PPROACHES IN THE V IRTUAL W ORLDS “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
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D ISCUSSION 12
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