I recently played my first tennis match on the Nintendo Wii. Sadly, that's my first-ever tennis match, real or electronic... and boy, is my arm sore! It has been years since I seriously played a video game. In fact, I'd say it probably dates back to the days of Super Mario Bros. on the original Nintendo game system. I recall getting accustomed to the techniques using the "A" and "B" control buttons on Nintendo, and, at times, actually jumped out of my seat mimicking Mario jumping for starts and coins in the game; however, it was nothing like the action-packed game on Wii. As I've talked to friends and co-workers, many of them are getting back into the video game scene, not only to pass the time, but as a means of socializing with their friends. Now, when your friends invite you to their home for dinner, don't be surprised if you end up playing Guitar Hero or the likes instead of an oh-so-invigorating board game (hint: sarcasm) like Scrabble. So what's making adults, of all ages, get back into electronic games?
Well, I decided to give myself a rudimentary lesson on the new game systems (since I'm about two years behind Wii's introduction to the marketplace). Beyond the extraordinarily realistic graphics and the ease of use, I think part of reason behind the renewed popularity is the way game companies are cross-marketing their products. In the days of Mario, you really didn't have an option to easily download game components directly through the system. With Wii and other game systems, like Xbox 360, this is possible from the touch of a button. In simple terms, the new game systems can be connected to the Internet allowing for easy downloads, just like on the computer. Xbox even features a Live marketplace for users to access news, download game components and learn information about new features, software and games.
That's not all. With the cross-platform technology in place, this new generation of game systems is truly a one-stop shop, directly from your TV. You can watch movies, surf the web, check the weather, create your own Web page, demo games... and the list goes on and on. For marketers, this seems to be a perfect cross-marketing opportunity since many of the components are wrapped up in one nice little package. It almost makes it too easy to gain information about consumers and track their purchasing, game-playing and other related habits. The marketing and advertising possibilities for the Internet entertainment industry are endless. Are we consolidating technologies too fast to really conceptualize the implications?
More to come on the topic of Internet advertising and the use of customer data... for now, here is an interesting article from the Wall Street Journal about the newly released Guitar Hero III and its competition.
Tuesday, October 30, 2007
Monday, October 22, 2007
Virtual worlds, a reality
This week, I had the opportunity to begin a new life... in Second Life. Ah, yes, how many lame jokes can we make with that name and the concept of a virtual reality?
My Internet marketing assignment teleported me to the virtual world of Second Life. I found the experience a bit strange at first; in fact, it was similar to a game. You start the process by signing up for a free account on the Second Life Web site. Then, after downloading and installing the software, you are able to create a new identity, or avatar. (Interesting side note: This isn't a word we hear everyday, but dates back to 1784. It's root is Sanskrit and refers to the incarnation of a deity or human being.)
Choosing an alternative identity isn't exactly easy either. You not only have have the option of naming, shaping and dressing this avatar, but also get to choose between human and animal form. The creation step is time consuming - there are myriad details, from head to toe, that you can change on your Second Life identity, and unlike reality (well, at least for most of us), you have the freedom to change "your look" as many times as you want.
Once you complete the makeover, you have to figure out how to move this figure around the virtual world. But wait, no cars? At this point in my exploration of Second Life, I have not found any autos or hovercrafts, but since your avatar can literally fly there really is no need. Best yet, the famous Star Trek phrase, "Beam me up, Scotty!" is now a reality, because you "teleport" from island to island on this planet.
Although at first glance it seems like a game, Second Life is also quite real. Other avatars in Second Life can chat with you and sell you goods and services. And just like real life, material goods are expensive. You can buy and sell virtual land to build your Second Life island or shop for a new look to dress up your avatar. But this isn't play money; the Linden, Second Life's form of currency, has an actual exchange rate. Humans are making a lot of money with their avatars by selling goods/services and leasing property.
Some experts say this is the future of internet marketing. Will, or maybe the question is, when will this be? Today, a Wall Street Journal article discussed Second Life and the potential of marketing through virtual worlds. Several companies started Second Life stores in the technologies early stages, like American Apparel, but without much success. Now other companies are exploring similar opportunities to market their products in virtual worlds, and others are carefully rethinking their virtual marketing plans. Several virtual worlds exist beyond Second Life, too, such as Gaia Online. As history tell us, competition typically spurs development and improvement of technology, as well as decreased opportunity and operation costs.
Virtual worlds are certainly a reality, although a little green, but perhaps the days of life in the Matrix aren't that far away after all.
My Internet marketing assignment teleported me to the virtual world of Second Life. I found the experience a bit strange at first; in fact, it was similar to a game. You start the process by signing up for a free account on the Second Life Web site. Then, after downloading and installing the software, you are able to create a new identity, or avatar. (Interesting side note: This isn't a word we hear everyday, but dates back to 1784. It's root is Sanskrit and refers to the incarnation of a deity or human being.)
Choosing an alternative identity isn't exactly easy either. You not only have have the option of naming, shaping and dressing this avatar, but also get to choose between human and animal form. The creation step is time consuming - there are myriad details, from head to toe, that you can change on your Second Life identity, and unlike reality (well, at least for most of us), you have the freedom to change "your look" as many times as you want.
Once you complete the makeover, you have to figure out how to move this figure around the virtual world. But wait, no cars? At this point in my exploration of Second Life, I have not found any autos or hovercrafts, but since your avatar can literally fly there really is no need. Best yet, the famous Star Trek phrase, "Beam me up, Scotty!" is now a reality, because you "teleport" from island to island on this planet.
Although at first glance it seems like a game, Second Life is also quite real. Other avatars in Second Life can chat with you and sell you goods and services. And just like real life, material goods are expensive. You can buy and sell virtual land to build your Second Life island or shop for a new look to dress up your avatar. But this isn't play money; the Linden, Second Life's form of currency, has an actual exchange rate. Humans are making a lot of money with their avatars by selling goods/services and leasing property.
Some experts say this is the future of internet marketing. Will, or maybe the question is, when will this be? Today, a Wall Street Journal article discussed Second Life and the potential of marketing through virtual worlds. Several companies started Second Life stores in the technologies early stages, like American Apparel, but without much success. Now other companies are exploring similar opportunities to market their products in virtual worlds, and others are carefully rethinking their virtual marketing plans. Several virtual worlds exist beyond Second Life, too, such as Gaia Online. As history tell us, competition typically spurs development and improvement of technology, as well as decreased opportunity and operation costs.
Virtual worlds are certainly a reality, although a little green, but perhaps the days of life in the Matrix aren't that far away after all.
Monday, October 8, 2007
Online learning
An interesting article appeared in the Chicago Tribune this week that discussed an online learning pilot program taking place in the Chicago area. But this isn't your typical university-based online course, the program aims to educate and provide skills training to low-income parents so they are able to move up in the workforce. Launched in September by National Able Network Inc., a non-profit employment and training agency, the program involves 10 low-income parents that have agreed to devote 10 hours weekly to online courses and attend monthly group meetings. The program is modeled after one that has now been adopted in New Jersey. According to the Tribune, the participants in the New Jersey program averaged a 14 percent annual salary increase in the year after graduating from the program.
I'm impressed by this program. It's an interesting way to use the Internet to help people learn the skill set they need to advance or change jobs, while allowing a flexible schedule to complete the coursework. The article also mentioned that federal funding for workforce training has dropped significantly since 2002; however, studies indicate that service sector jobs are requiring more technical skills, beyond those of the typical high school graduate. Maybe online learning is the more economical way for the government and social service organizations to help people get the education they need. There are, of course, other costs such as hardware and software, which would account for a significant investment. Through the Chicago-area pilot program, the laptops and other necessary material were provided to the participants. It doesn't seem feasible for everyone to upgrade technology to be able to take online courses, especially low-income parents, but I could see the implementation of some sort of rental system. Not to mention, this could be a great publicity and a unique pro bono opportunity for technology companies like Dell and Microsoft.
According to a 2006 report by the Sloan Consortium, the number of students taking online courses increased significantly from 2.3 million in 2004 to 3.2 million in the fall of 2005. The report was based on responses from over 2,200 colleges and universities and addressed several key questions about the current situation and potential for online learning.
From a marketing perspective, there certainly seems to be endless possibilities for online and distance learning.
I'm impressed by this program. It's an interesting way to use the Internet to help people learn the skill set they need to advance or change jobs, while allowing a flexible schedule to complete the coursework. The article also mentioned that federal funding for workforce training has dropped significantly since 2002; however, studies indicate that service sector jobs are requiring more technical skills, beyond those of the typical high school graduate. Maybe online learning is the more economical way for the government and social service organizations to help people get the education they need. There are, of course, other costs such as hardware and software, which would account for a significant investment. Through the Chicago-area pilot program, the laptops and other necessary material were provided to the participants. It doesn't seem feasible for everyone to upgrade technology to be able to take online courses, especially low-income parents, but I could see the implementation of some sort of rental system. Not to mention, this could be a great publicity and a unique pro bono opportunity for technology companies like Dell and Microsoft.
According to a 2006 report by the Sloan Consortium, the number of students taking online courses increased significantly from 2.3 million in 2004 to 3.2 million in the fall of 2005. The report was based on responses from over 2,200 colleges and universities and addressed several key questions about the current situation and potential for online learning.
From a marketing perspective, there certainly seems to be endless possibilities for online and distance learning.
Tuesday, October 2, 2007
Yahoo vs. Google
Who will win the battle for the "top" search engine?
According to a recent WSJ article, Yahoo recently revamped its search engine to attempt to gain some ground on Google, the leader in this area. Nielsen Co. August figures show that Google search use in the United States is up by one-third from a year ago and has 53.6 percent of all U.S. searches; Yahoo has a 20 percent share. But Yahoo had some tricks up its sleeve in the latest upgrade: it changed its model to use universal search. (Google was the first and others will follow).
The article says:
"At Yahoo, universal search means Yahoo's search-engine results now include relevant photos from its Flickr photo-sharing site, events posted at its Upcoming.org and material from Yahoo Answers, where questions are posted for anyone to answer, among other new Yahoo-generated sources."
A quick test of Yahoo's search engine reveals a much-improved tool... but I'll have to give it some time to see how the results really compare. (I'm a propenent of Yahoo e-mail; their recent improvements in this application outweigh Gmail in my opinion.) At first glance, it looks like Yahoo designed their new engine with Google users in mind... it matches the design and results very closely.
According to a recent WSJ article, Yahoo recently revamped its search engine to attempt to gain some ground on Google, the leader in this area. Nielsen Co. August figures show that Google search use in the United States is up by one-third from a year ago and has 53.6 percent of all U.S. searches; Yahoo has a 20 percent share. But Yahoo had some tricks up its sleeve in the latest upgrade: it changed its model to use universal search. (Google was the first and others will follow).
The article says:
"At Yahoo, universal search means Yahoo's search-engine results now include relevant photos from its Flickr photo-sharing site, events posted at its Upcoming.org and material from Yahoo Answers, where questions are posted for anyone to answer, among other new Yahoo-generated sources."
A quick test of Yahoo's search engine reveals a much-improved tool... but I'll have to give it some time to see how the results really compare. (I'm a propenent of Yahoo e-mail; their recent improvements in this application outweigh Gmail in my opinion.) At first glance, it looks like Yahoo designed their new engine with Google users in mind... it matches the design and results very closely.
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