The Virtual World of B-to-B

It’s time for b-to-b to get a life. No, I’m not talking real world, actual, physical life. Second Life is the next big thing, and business media companies are rapidly hopping aboard the bandwagon. This three-dimensional online fantasy world built by hundreds of thousands of Web surfers has a lot going on: virtual shopping, socializing, gaming, etc. But Second Life, created and operated by San Francisco-based Linden Lab, has attracted many of the biggest b-to-b marketers, agencies and media companies out there, including Cisco Systems, IBM and CMP Technology.

But it seems Second Life is about more than building the hottest avatar. It’s actually a valuable tool for education, marketing and event management. According to BtoB, marketers are using the environment to hold virtual trade shows, media conferences and training seminars and communicate with key audiences, while other business media companies are setting up virtual shops to supplement their real-world businesses. 

The American Society of Business Publication Editors (ASBPE) cites several reasons why business editors need to get a (Second) Life. Virtual worlds are not only a global phenomenon, but also one of the best ways to reach the next generation. They’re undoubtedly one of the most powerful means of bringing buyers and sellers together.

But with every exciting new trend comes a few downsides. BtoB says that limitations such as security and scalability are turning some business marketers and advertisers away from the new venue. Drew Neisser, president and CEO of integrated marketing agency Renegade, points to issues such as technical glitches, security concerns (like hacking) and difficulties attracting a sizeable audience. Fortunately, these matters have been acknowledged, and Second Life marketers are working on measures to address such issues.

So, in the meantime, I suggest you start working on your avatar.

Posted by Kate Patton