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e‐Marketing Ireland: cashing in on green dots

e‐Marketing Ireland: cashing in on green dots Purpose – The purpose of this paper is to analyze an integrated marketing model that includes operations in the real and virtual worlds. Design/methodology/approach – The authors selected a marketing campaign conducted by a real world enterprise (Tourism Dublin) and examined the virtual world business (Virtual Dublin) model through that lens. Findings – At the “slope of enlightenment” stage of the Gartner technology hype cycle, it is found that Second Life offers value for its business clients who understand the use of an immersive virtual experience as part of a strategic marketing program. Practical implications – The paper shows that strategic use of a simulation that provides an immersive experience, such as the virtual exploration of a tourist destination, as part of an integrated marketing program can deliver tangible results and add value to a marketing campaign. Social implications – With a range of products and services that were previously inaccessible before purchase, consumers can “try before they buy” in a virtual environment such as Second Life. Originality/value – To the authors’ knowledge, this is the first case study to examine the business model of a company operating in Second Life (a virtual world) that sells the value of an immersive customer experience as an important part of an integrated marketing communications program. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

e‐Marketing Ireland: cashing in on green dots

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634501211262591
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to analyze an integrated marketing model that includes operations in the real and virtual worlds. Design/methodology/approach – The authors selected a marketing campaign conducted by a real world enterprise (Tourism Dublin) and examined the virtual world business (Virtual Dublin) model through that lens. Findings – At the “slope of enlightenment” stage of the Gartner technology hype cycle, it is found that Second Life offers value for its business clients who understand the use of an immersive virtual experience as part of a strategic marketing program. Practical implications – The paper shows that strategic use of a simulation that provides an immersive experience, such as the virtual exploration of a tourist destination, as part of an integrated marketing program can deliver tangible results and add value to a marketing campaign. Social implications – With a range of products and services that were previously inaccessible before purchase, consumers can “try before they buy” in a virtual environment such as Second Life. Originality/value – To the authors’ knowledge, this is the first case study to examine the business model of a company operating in Second Life (a virtual world) that sells the value of an immersive customer experience as an important part of an integrated marketing communications program.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Sep 14, 2012

Keywords: Ireland; Tourism; Marketing strategy; Second Life; Simulation; Virtual worlds; Marketing communications; Immersive advertising

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