In an interview with ZDNet Asia, Mary Ellen Gordon of the United States based on the truths virtual worlds market research firm noted that companies interested in virtual worlds and free trade must take into account the spending habits of the new generation in order to fully realize their mark on these online communities.
This expert opinion only strengthens the likes of VW and full communities with their own nuances and sensitivities. Outsiders not only on the barge and send commercial messages and hope for the greatest possible success. Gordon notes that "some companies do 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." For best results, companies would be better do to immerse yourself in the culture of the VW.
Although there has been a difference in the way businesses approached their goals within their virtual worlds, there seems to be the unanimous perception that these virtual worlds are of immense potential of advertising due to the large number of Internet users enter this VW. As described by Gordon:
"VW people the opportunity to meet more people through these barriers, and are not forced by circumstances [such as] physical location, family responsibilities, lack of financial resources and disability."
These problems are solved by Gordon noted virtual worlds allow access to a wide variety of Internet users are potential consumers of the business entities. This is why understanding how the new web-savvy generation is crucial. Most members of these target markets are used to process information quickly. It can not be easily fooled and know when certain messages are spam site.
An example of how a business can be adapted to the habits of Internet users information on commercial and free virtual worlds would be the focus of information technology (IT) firm IBM. Identified as one of the most visible brands in virtual worlds, IBM found a way to integrate the flow of certain virtual worlds in which
Ari Fishkind, public affairs manager of IBM Research, IBM describes changing virtual world participation will increase publicity to the utilization of these online communities as an informal meeting. In the past, IBM has used virtual worlds to organize a festival of art and as a meeting place to meet and greet new visitors. IBM has recently used the popular life of the virtual world Second Life to conduct meetings. This does not only apply to small-time meetings. IBM once held their annual conference of computer scientists - the IBM Academy of Technology - in a virtual world environment. Fishkind that this measure helped to save "hundreds of thousands of dollars in travel expenses [and] helped participants get a real sense of community, collaboration and partnership -. And bring them back to their normal activities much faster"
Enjoying the benefits of virtual worlds, IBM is also able to join all the other virtual world users are also enjoying the same privileges. This one-of-us-one of them is also used to the mentality of the trademark, because it establishes credibility within VW.
In this era of new media, where information is one of the fundamental values of Internet users in virtual worlds, persuasion does not work at times. All commercial entities can do is establish a presence in these online communities and be firm in their offers and services for people who consider them on their list of options. However, even with advanced technologies found in VW, business entities must not forget their ethical obligations and not to confuse the line between marketing softsell with deception.
