In 2006, when Second Life was on its upward media popularity curve, many companies jumped onto the bandwagon of establishing 
their ‘presence’ on Second Life. This amounted to little more than just a nice-looking static 3D space, very much resembling an extension of themes and concepts used in the companies’ existing 2D websites. The expectation was ‘if we build it… people will come’, completely ignoring the basic fact that a user needs a compelling reason to visit a virtual location just as he does to visit a company’s website. This saw many major companies like American Apparel, Wells Fargo, Armani, Dell, et al launch huge campaigns and see them fail.
It led many prominent advertising agencies to believe that virtual worlds like Second Life were not meant for marketing purposes and led to a backlash in the media. The failure, however, was not of the medium as much as of the message. Virtual worlds offer the great chance to engage your target audience in an interactive and immersive brand experience. They allow you as a marketer to create a narrative and ask your customers to participate in it. Such an experience is not possible in any other online digital medium to this extent. Instead of leveraging the huge interaction and narration capabilities of the medium most of the failed campaigns tried instead to create ‘pretty places’ and sell their products blandly using the kind of video and banner based marketing popular on the 2D web and this expectedly backfired.
Brands like Coca-Cola, L’Oreal, Orange, Pontiac and Starwood Hotels succeeded wildly in their Second Life campaigns because they chose to take an event based and community based approach to the medium. They provided an experience or utility which people demanded in virtual worlds while blending it with the brand message. Indeed Coca-Cola has launched a new campaign in Second Life for its Nestea brand by sponsoring a concert in Second Life.
To conclude, the future of Virtual marketing or V-marketing (as we might call it) is bright, but only as long as marketers realise how to use the medium and its strengths instead of blaming it on the real-life non-existence of the medium.
their ‘presence’ on Second Life. This amounted to little more than just a nice-looking static 3D space, very much resembling an extension of themes and concepts used in the companies’ existing 2D websites. The expectation was ‘if we build it… people will come’, completely ignoring the basic fact that a user needs a compelling reason to visit a virtual location just as he does to visit a company’s website. This saw many major companies like American Apparel, Wells Fargo, Armani, Dell, et al launch huge campaigns and see them fail.It led many prominent advertising agencies to believe that virtual worlds like Second Life were not meant for marketing purposes and led to a backlash in the media. The failure, however, was not of the medium as much as of the message. Virtual worlds offer the great chance to engage your target audience in an interactive and immersive brand experience. They allow you as a marketer to create a narrative and ask your customers to participate in it. Such an experience is not possible in any other online digital medium to this extent. Instead of leveraging the huge interaction and narration capabilities of the medium most of the failed campaigns tried instead to create ‘pretty places’ and sell their products blandly using the kind of video and banner based marketing popular on the 2D web and this expectedly backfired.
Brands like Coca-Cola, L’Oreal, Orange, Pontiac and Starwood Hotels succeeded wildly in their Second Life campaigns because they chose to take an event based and community based approach to the medium. They provided an experience or utility which people demanded in virtual worlds while blending it with the brand message. Indeed Coca-Cola has launched a new campaign in Second Life for its Nestea brand by sponsoring a concert in Second Life.
To conclude, the future of Virtual marketing or V-marketing (as we might call it) is bright, but only as long as marketers realise how to use the medium and its strengths instead of blaming it on the real-life non-existence of the medium.
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have been the talk of the television town for some reason or the other. And last week the blackout of fresh content on GECs, owing to the scuffle between the TV producers and the Federation of Western India Cine Employees (FWICE), has given everyone a reason to burn midnight lamps to find out the action on the teletube. Although the 10-day long standoff had been called off even as the magazine was going for print, yet after effects may remain for some time...
is 14 days,” read the slogan on the T-shirt of a 20-something over-weight girl, whom I saw rummaging through the organic foods shelves in a departmental store. Unable to control myself, I decided to eavesdrop on her conversation with her friend: “I’ve heard organic foods help lose weight. Which brand should I buy?” even as she compared rates of different packs. I went back and did my own little research on how far the craze had travelled in India. To my surprise, the segment had really found its ground amidst consumers with names like Fabindia and Khadi Gram, investing heavily in organic foods. But however fast-growing the demand in India may be, the real moolah for organic food is found in global markets, which according to a RNCOS report is pegged to touch $70 billion by 2010. B.L. Dalmiya, Director, Centre of Organic Farming reveals, “Internationally, the demand for organic foods is rapidly growing because of increased consumer awareness.” In response, India has increased its production of organic foods and exports to a whopping 45% of the estimated Rs.560 crore organic food market in the country.
AstraZeneca, one of the world's leading pharmaceutical companies with sales of $29.55 billion. Accordingly, its international operations such as manufacturing, supply chain, finance, human resources et al would now be supported by Infosys’s end-to-end application maintenance services. Infosys will provide the aforesaid services through a global shared-services model being offered through a fixed price package for outcome-based deliverables. 
around 3,000 jobs in Q4' of 08-09 from its offices all across the world. The major reason behind this move has been attributed to the falling sales volumes and product mix in the fourth quarter because of the surge in demand in the European and North American markets. The initiative is also in league with the company's plan of restructuring happening since last year. Needless saying, what else to expect from the company whose strategies are a failure.
politics while the national politics belongs to vote banks. Unless the languages are freed of political grip, their future can not be defined. It was a big mistake of our ancestors that they connected Urdu with Muslims only. Under the two – nation theory, the same language was handed over to Muslims and its ownership was established to them. When this mistake started to take place, Mohammad Ali Jinah was running his movement for Pakistan. At that time, Qazi Nazrul Islam was one of the greatest poets in West Bengal after Rabindranath Tagore. Though he was a Muslim, he was a Bengali poet. In the same way, Basheer Waikam from Tamilnadu was a Muslim but he wrote in Tamil. What I mean to say is that language does not belong to any particular religion. It only belongs to the regions and the regions inhabit people from different religions. The two-nation theory allied the language with religion. The politicos accepted this relationship among the religion and the language and started Muslim vote bank politics. Unless the language is freed from politics, its future will remain dark.