Drawing Up a Virtual Marketing Plan
The chasm between consumers and marketing is widening, and this disconnect is creating the need for new marketing ideas to help businesses navigate Second Life.
Second Life, the massive multiplayer online world, allows anyone to log on through the Internet at any time and create 3-D computer-generated avatars. These identities are then free to explore the endless virtual world that San Francisco-based Linden Lab has synthetically created.
Many companies have made the virtual leap and created homesteads in Second Life, including Starwood Hotels (HOT), Nissan (NSANY), Sun Microsystems (SUNW) and Reebok (RBK). Many others are gearing up to invest more time and money in the unorthodox world.
These are the kinds of investments that absolutely get the attention of Wall Street, says marketing maven Joseph Jaffe, and it's yet another benefit that cannot be overplayed enough."That's our reason for being," Jaffe says. "Our clients need to make sense of this change, and we need to help them identify these less cluttered approaches." Joseph Jaffe is the president and "chief interrupter" of crayon, a new marketing company. Prior to launching crayon, he ran jaffe LLC, where he worked with companies such as Procter & Gamble (PG), Coca-Cola (KO), American Airlines (AMR), TiVo (TIVO) and Motorola (MOT). In addition, Jaffe maintains his popular blog, "Jaffe Juice," which provides commentary on all things regarding new marketing. Crayon totes itself as a shape-shifting company that specializes in new marketing for a new consumer. In addition, the marketing company's services include consulting, agency and M&A advisory, and custom publishing -- what Jaffe calls a "mash-up." "Both the world and consumers have changed while marketing has not," says Jaffe. "Crayon is bridging that gap." Jaffe is proud that crayon is a company of bloggers, podcasters and Second Life avatars. "We're people that actually live it, and it defines who we are. I'm as much these things as I am the CEO of crayon," he declares.
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