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Second Life: Brand Awareness Fehlanzeige

 

So richtig klappt es nicht mit der Markenbekanntheit in Second Life. Das sagt zumindest die aktuelle Studie von CB News/Reperes. Sie bescheinigt den im SL aktiven Marken rundheraus Versagen eine so genannte ungestützte Erinnerung bei den Usern hervorzurufen. Auch wenn 66% der Befragten an einen positiven Einfluss durch Marken im SL glauben, können nur die wenigsten der 1085 Befragten aus dem Stehgreif Marken nennen, die ihnen aus dem zweiten Leben bekannt sind (spontaneous awareness). Erst wenn man Ihnen eine Liste mit Marken vorlegt, dämmert es wieder ein wenig (prompted awareness).
brand-awareness480x372.jpg
Das liegt sicherlich auch an der meist langweiligen Umsetzung der Second Life Unternehmenspräsenzen. Der bisher meist verbreitete Ansatz, ein Firmendomizil zu errichten und dieses mit Links zu den Unternehmenswebseiten und -shops zu versehen, ist für die User nicht interessant und schafft keinen echten Mehrwert. Solange dieser fehlt, muss man sich nicht wundern, wenn die User lieber am SL-Strand oder in der realen Fußgängerzone zu finden sind.
Die komplette Studie über Markenbekanntheit im Second Life findet Ihr hier.

Nachtrag: Ein interessantes Statement zu dem Thema findet ihr auch bei Patrick, der auf die Titelstory in der aktuellen W&V verweist.

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gepostet von » am 04.05.2007
 
 

Eine Reaktion zu “Second Life: Brand Awareness Fehlanzeige”

  1. Brand Awareness und Marketing Potential in Second Life - soistdas.company weblog
    Am 4. Juni 2007 um 01:45 Uhr

    […] An diesem Gedanken möchte ich heute anknüpfen. Trotz der Ergebnisse einer Studie zum Thema Brand Awareness von CB News/Reperes, auf die Christian Wilfer auf ViralMarketeing hinweist und dem Tenor des genannten SPON-Artikels: “Ob diese Art von Werbung Zukunft hat, wird sich erst zeigen müssen. Ohnehin hat niemand behauptet, dass “Second Life” in erster Linie eine Marketingplattform ist. […]

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