How to make sure your execution meets corporate goals and your target market's real-world needs. Second of a two-part series.
Last time, I outlined seven ways to tap into the growing virtual offering to enhance your marketing mix and extend your brand. This installment focuses on the best practices in terms of marketing tactics for your virtual world implementation. You want to make sure your execution meets both your corporate goals and your target market's real-world needs.
Seven Virtual World Marketing Tactics
Like other forms of interactive marketing, virtual worlds aren't always a field of dreams. Just because you build it, doesn't mean the public will come. Optimal execution requires additional work beyond the creation of your destination:
Seven Metrics to Measure Virtual World Success
While the techniques for measuring your virtual world's value continue to evolve, having a means to show the real-world impact of your marketing investment is important. Starwood Hotels used Second Life to gather brand insights from tech-savvy, early adopters for its new aloft brand. Starwood's Robin Korman advises that it's critical to consider your goals and target audience and to assess whether a virtual world implementation can deliver the audience you're looking for.
Among the factors that organizations use to assess the impact of a virtual world campaign are:
Plunging into a virtual world can be scary. But it's a way to find teenagers and tech-savvy early adopters who may be difficult to reach through more conventional channels. Remember: to create a lot of action in your corner of the virtual world, you have to provide visitors with compelling content or entertainment value. In return, you can reap the benefit of their focused attention.
Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
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December 2, 2015
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