Avatar based marketing in indian context

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Transcript of Avatar based marketing in indian context

AVATAR BASED MARKETING

AVATAR BASED MARKETING!Amit MoryaDemystification of an AvatarA Brief History of Word AVATARAccording to Hindu Mythology, Avatar describes the worldly incarnation of Lord Vishnu.It was popularized in its Cybersense by Neal Stephenson in his 1992 cult novel Snow Crash.

This is an Avatar Alter Ego

Demystification of an AvatarVisual representation of a user in an online community. Conspicuous online manifestation of peoples desire to try out alternative identities.Avatars are endowed with mannerisms, skills and wardrobes. 4It is the most conspicuous online manifestation of peoples desire to try out alternative identities or project some private aspect of themselves.Classes of Virtual World

Virtual Social Interaction Sites: 1. Entropia UniverseIt is a massively multiplayer online virtual universe designed by Swedish software company MindArk.It is a direct continuation of Project Entropia, with MindArk reporting a 2006 in-game turnover of over 3.6 Billion PED ($360 Million USD)Over 650 000 registered participants from over 220 countriesVirtual Social Interaction Sites: 1. Entropia UniverseThe cultural city of 'New Oxford' within Entropia Universe offers participants the opportunity to purchase real world items, such as contemporary art and clothing.Some of the companies that have partnerships to sell real world items within the Entropia Universe include 'Vexed Generation Clothing Ltd' of London, England, and '21st Century Fine Art' which has its real world offices in New York. 21st Century Fine Art have also opened a gallery in the heart of 'New Oxford' within the Entropia Universe

Business Opportunities@EntropiaVirtual Social Interaction Sites: 2. There.com

It is a 3D online virtual world created by Will Harvey and Jeffrey VentrellaVenue for socializing with less role-playing than is typically found in MMORPGsIt contains 12 major islands and numerous smaller islands, 500,000 members and many community places including businesses

Virtual Social Interaction Sites: 2. There.com

Virtual Social Interaction Sites: 3. Second Life11Conferences find new audiences through video feedsVirtual Social Interaction Sites: 3. Second LifeA Massively Multiplayer Virtual World (MMVW) with users designing, conducting business, building relationships, entertaining, learning, and living their second life.3-D virtual world entirely built and owned by its residents and inhabited by people from around the globe.Spread over 20,000 acres of land.San Francisco-based company Linden Labs governs Secondlife.comVirtual Social Interaction Sites: 3. Second LifeBusiness Opportunities@Second Lifeparty and wedding planner pet manufacturer casino operator tattooist nightclub owner automotive manufacturer fashion designer aerospace engineer custom avatar designer jewelry maker architect XML coder freelance scripter game developer fine artist machinima set designer tour guide party and wedding planner

dancer musician custom animation creator lottery operator theme park developer real estate speculator vacation resort owner advertiser bodyguard magazine publisher private detective writer gamer hug makerFacts & FiguresTotal residents 27,21,280Logged in last 60 days 9,65,263Online now 14,364Us$ spent last 24 hrs $12,03,354Lindex activity last 24 hrs $1,51,276

Virtual Social Interaction Sites: 3. Second LifeReality of Virtual WorldValue of a thing determines price. Real Money economy is connected to virtual world economy through the exchange rates w.r.t. to the site. For eg. it is Lindex for Second LifeEconomy figures and statistics are available on the respective website.

Myriad Possibilities and Opportunities Fast increasing number of Avatars.Thriving business on 3D social networking sites.E-commerce model: From Virtual to Real world. A right place to advertise.

177 million online players of WoW

there and one of my clients has turned dress designer here too,Marketing in Virtual WorldsAbility to generate sustained consumer engagement with a brand.Second Life residents run businesses that sell virtual products and services priced in Second Lifes Linden dollars.Wells Fargo Bank operates a virtual world called Stagecoach Island, designed to educate teens about money matters.Coke Studios is a teen-oriented virtual world run by Coca-Cola.Marketing to Avatars Advertising has always targeted a powerful consumer alter ego Marketing depends on soliciting peoples dreams Avatars might also be enlisted to play a marketing role. Second Life clothing designers have been approached by real-world fashion houses, and at least one business makes real-world versions of furniture based on virtual furni designed by Second Life residents. Avatars ultimately could run virtual-world stores selling real-world products As the barriers between virtual worlds and real life blur, so do the barriers between virtual worlds and the rest of cyberspace.

Marketing to Avatars Live customer attendee and feedback can be outsourced!Letting customer create a new shirt design, and see if other avatars buy that => if yes, new product development back in real world.Buying real world products from virtual world! (shipped, paid in linden dollars)

Marketing to Avatars Real Brands in Not-So-Real World Second Life - Nike sold virtual shoes to avatars.There - Levi Strauss promoted a new style of jeans.Sims Online - McDonalds installed virtual fast-food kiosksSims Online - Intel incorporated its logo into the screens of virtual computersHabbo Hotel - Kelloggs sponsored a competitionSecond Life - Coke machines/kiosks are common. Second Life Adidas did a marketing campaign for one of its products, while Toyota sold virtual cars. 22Real World Business in Virtual World

Best Buy Geek Squad

For Second Lifers with a technical bent, Geek Squad Island is a great place to get free technical support.http://slurl.com/secondlife/Geek%20Squad%20Island/175/173/72H&R BlockThe H&R Block presence on Second Life is an accountant's paradiseReal World Business in Virtual World

Cisco IslandWell-populated island showcases Cisco products in a cleanly designed "connected home" of the futureReal World Business in Virtual World

ReutersA free gadget at Reuters helps people to stay in touch with the news in the physical world

Real World Business in Virtual WorldDell IslandPortal for advancing the company brand.Drafting table to build the basic components of a real-world computer

Real World Business in Virtual WorldSun MicrosystemsChat sessions related to Client/Server, Java, Cell phones, etc.

Real World Business in Virtual WorldPontiacRecent models available for a test driveCar garage lets people customize vehicles to their liking, including the paint job and stylingPontiac awards experimental land for designers -- free of charge.

Real World Business in Virtual WorldIBM230 employees involved actively, on almost 2 dozen islandsInvested $100 mn in virtual worldEmployees use private island for client discussions

Real World Business in Virtual WorldFitment of Avatar Based Marketing in Indian ContextIndian Internet MarketEvery 10th individual in urban India has accessed the internet

Source: Online Gaming in India March 2007, IAMAIFitment of Avatar Based Marketing in Indian ContextIndian Internet Market100% user base growth in 2006 over 2004 Overall penetration less than 5%

Source: Online Gaming in India March 2007, IAMAIFitment of Avatar Based Marketing in Indian ContextIndian Internet MarketInternet is percolating across India, from a high 64% of all users in 2001, the top 4 metros now account for 50% of all users

Source: Online Gaming in India March 2007, IAMAIFitment of Avatar Based Marketing in Indian ContextIndian Internet MarketInternet is still an affluent phenomenon

Source: Online Gaming in India March 2007, IAMAIFitment of Avatar Based Marketing in Indian ContextIndian Internet MarketBiggest target segment on internet School going kids and Youth

Source: Online Gaming in India March 2007, IAMAIFitment of Avatar Based Marketing in Indian ContextOnline Advertising in IndiaInternet advertising comprised less than one per cent of advertising in the year 2005Expected to be four per cent by the year 2010 i.e. 747 crores on a base of 19,562 croresGrowth of the online ad industry will be consistently more than 40%

Advantage: Indian MarketersCounter Touch and feel mentality of Indian consumersLeverage creativity of customers free of cost!Digital self true aspiration of consumerRight place for test marketingAfter sale services through virtual sitesFitment of Avatar Based Marketing in Indian ContextPoor enabling infrastructureLow internet penetration Limited broadband penetrationPlatform required too much computer hardware capability Localization of contentLanguage is a major barrier to popularize Virtual 3D sites in IndiaEach virtual world has a different cultureMajor Challenges for ABM in IndiaConsumers privacy concerns about the detailed tracking of avatar data pose obvious challenges

Operators of virtual worlds make sporadic attempts to limit the unauthorized use of real-world brands

Strong resistance to real-world commercial encroachment exists in many virtual worlds.

Major Challenges for ABM in India

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