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Ravi Vatrapuvatrapu@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-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)

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TARGETING IN VIRTUAL WORLDS

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LIFE ON THE SCREEN

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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”

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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”

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MARKETING IN VIRTUAL WORLDS

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MARKETING IN VIRTUAL WORLDS

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MARKETING IN VIRTUAL WORLDS

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MARKETING TO AVATARS

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“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)

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DISCUSSION

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