Avatar _based_marketing.PPT

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Avatar Based Marketing ality is defined as "essential nature of being, apart from external form or embo The truly odd thing about virtual world, though, you’re not you. You live in a new body and take on the identity of your “avatar” – Avatar is a Sanskrit word and the usage of the term means : A graphic identity you either select from a group of choices or create on your own to represent yourself to the other party in a chat, instant messaging (IM) or multiplayer gaming session. An avatar is a caricature, not a realistic photo and can be a simple image or a bizarre fantasy figure.

Transcript of Avatar _based_marketing.PPT

Page 1: Avatar _based_marketing.PPT

Avatar Based Marketing

Virtuality is defined as "essential nature of being, apart from external form or embodiment.“

The truly odd thing about virtual world, though, you’re not you.

You live in a new body andtake on the identity of your “avatar” –

Avatar is a Sanskrit word and the usage of the term means :

A graphic identity you either select from a group of choices or create on your own to

represent yourself to the other party in a chat, instant messaging (IM) or multiplayer gaming

session. An avatar is a caricature, not a realistic photo and can be a simple image or a

bizarre fantasy figure.

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Avatar Based Marketing

Avatar Based Marketing

Sayed Jafar SadiqGourav ModhKavita PatilMukesh CheethaKavita PatilVikas Khare

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Avatar Based Marketing

Internet user's representation of himself or herself, such representations can explore

the virtual universe

Avatars can be in the form of a 3D model (computer games) or a two-dimensional icon

(Internet forums, other communities)

The use of “Avatar” to mean online virtual body was popularized by Neal

Stephenson in his cyberpunk novel Snow Crash (1992)

Avatars Are ??

To be specific Avatar's are

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Avatar Based Marketing

Virtuality and social media are closely tied and

involves Platforms, tools and technologies

Though, platforms, tools and technologies come

and go,  Avatars are Liquid Beings that move

among them and who reside in the spaces between

the body and the mind.

Virtuality Avatar&

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Avatar Based Marketing

Simpson’s Avatar based Movie promotion

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Avatar Based Marketing

Theory of self-congruency, applies for avatar based marketing which says:

Individuals prefer interaction partners that resemble themselves. The “birds of a feather

flock together” principle decisively influences human behavior in relationships

Theory of self-congruency

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Avatar Based Marketing

An avatar could be presented as a company representative :>

Avatar sales agent generates numerous desirable marketing outcomes.

Attractive avatar is appropriate at moderate levels of product Involvement, while an

expert avatar is effective at high levels of product involvement.

And that makes Avatar a potential dream marketing venue. Instead of targeting

passive eyeballs, marketers here have the opportunity to interact with engaged minds.

Avatar a new Marketing NICHE

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Avatar Based Marketing

Avatar acts as an agent to control offline and real- world decisions and actions

(such as buying a pair of jeans because you saw them in a store in Second Life).  

While we figure out the psychiatry behind avatars and their/our impacts on our

real-life/virtual ids, the opportunities which exist by reaching these virtual are massive for

direct response marketing in the areas of targeted leads and micro-payments

E-commerce sites, don’t address the social nature of shopping, especially for women. But

in virtual world, an avatar could try on –and try out in front of virtual friends –real-world

clothing brands or styles her creator typically couldn’t afford or wouldn’t dare to wear.

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Avatar Based Marketing

• Mass media business (Aaj Tak, Google, Yahoo)

• Automobile Market (Mercedes)

• Sports goods (adidias)

• Politics

The Market Place Avatar marketing

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Avatar Based Marketing

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Avatar Based Marketing

Yahoo Avatars

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Avatar Based Marketing

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Avatar Based Marketing

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Avatar Based Marketing

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Avatar Based Marketing

But: Education for free

Professors as Avatars

• Example University of

Applied Science in

Cologne

– virtual classes

– video / audio streams

– tutorials

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Avatar Based Marketing

• Strategies to include ?

– Advertisement

– Sale of virtual goods

– Trendsetting

– Market research

– Cross media Marketing

Business Strategies in Avatar Marketing

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Avatar Based Marketing

Virtual crime - The dark side of Avatar Marketing

Copy Bots

– programs which copy objects automatically

• SL worms

– self replicating objects

Mafia behavior e.g.

– blackmail

– blocking loading capacities

• Child pornographies

• Sexual offenses (rape, assault)

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Avatar Based Marketing

Identity diffusion between „real“ and „virtual“ self.

Increasing societal segregation and deeping of the digital divide.

Distancing of the individual from established social and cognitive

experiences

Addiction and real loneliness.

Virtual crime - The dark side of Avatar marketing

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Avatar Based Marketing

Second life as a virtual living place derives its attraction from the myth of

autonomous (self) creation: reinventing a new self opens up unlimited

powers.

In spite of technical problems, the community is growing - „early adopters“

push forward, asocial selection process is underway.

Second Life has started as a digital market place, but it will change into a

meeting place for digital creations of all sorts.

The business side is mostly focused on PR and marketing, but perhaps

one day SL will become a virtual „Harrods“!

Summary and Outlook