• Brandweek, Wednesday, March 28, 2007 11:13 AM

Marketers continue to rush to the virtual world of Second Life, despite increasing evidence they don't know what to do once they get there. More than 70% of the site's users say they are disappointed with the marketing that goes on in SL, according to a new survey by Komjuniti, a Hamburg, Germany, research firm.

This could be because companies are approaching the site like a traditional marketing channel. While some companies have done innovative work, there are a lot of places on SL where companies have put something up and then clearly never returned. As such, Second Lifers have become skeptical of marketing on the site.

One of the reasons marketers may not stick around the site is because the actual number of regular users is far lower than what they had expected. "Marketers are just following the hype without thinking about the proportion of investments and alternatives in the market," say Dr. Nils Andres, managing director of Komjuniti. He says Second Life's numbers pale when compared to those of online game World of Warcraft.

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