Marketing in the Virtual World: Yay or Nay?

I had an interesting conversation recently with an executive at a large SF-based financial/investment services firm about marketing outreach in the web2.0 world and in particular, interacting with consumers in the virtual space. Web2.0 marketing has been a big topic over the last year and the subject of virtual-world interaction is increasingly gaining discussion ground in many of the marketing forums I’m involved with.

My question to this executive: how relevant is the virtual space for reaching potential customers and what’s the opportunity? And honestly, I was surprised at how quickly the idea was scoffed.

Her take on emerging technology or new marketing vehicles is: it’s only relevant for a brand like Apple - known for (and rather expected to be) innovative and trendy in their marketing solutions – to jump on the bandwagon of emerging technology but the question other companies need to ask is “how relevant is that space for our company and how does it mesh with our brand”.

Hmmm…interesting position and not without valid points but it seems to me to devalue the potential for connecting with your audience in a new way, not necessarily pushing products or services mind you, but rather interacting in a community-minded way (er, a virtual way) in an environment that they’re comfortable with. What’s so innovative and trendy about that?

The virtual space still has significant growing room to go through and it’s still very unfamiliar territory for many marketers and users (particularly as I’ve found in the financial services arena) but here’s my take: if the objective of today’s marketer is to “connect” and “engage” - emerging technology shouldn’t be relegated to the idea-bucket for only those brands whose message resonates with innovation and “coolness” but rather the question should be asked:

Where is our audience going and how can we build a presence and engage them in these places intelligently and “comfortably”.

Companies like Pontiac, IBM, and even Sears have put their brands out in Second Life and with now nearly half a million Second Lifers logging on weekly and roughly a million logging on each month – such a new possibility only has upward growth. The average age of users is 32, and the median age of users is 36 – for most financial and investment services firms, that’s very relevant.

In a world saturated by direct mail, email and online advertisements, I think it’s necessary for marketers to at minimum consider it’s possibilities. Your marketing approach and marketing message needs to be carefully addressed but ignoring these emerging vehicles seems to me to be sticking your head in the sand by way of enslaving yourself to traditional outreach methods that are already overrun.

Update: I'm not devaluing the use of traditional marketing tactics; Not at all. They're invaluable and their effectiveness is measurable. However, diversification of your marketing plan is essential if you want to keep up with your consumer-base (what they're doing and where they're going) in order to expand your brand reach and remain engaged.

2007 Roadtrip Pics

Well, after incessant pandering from a few folks I finally got my pics uploaded.

**Yikes.**

Over 700 photos in all. Not to worry I selected the ones that best represented key points of interest along my trip and broke them out into groups for easier viewing. Now, I do occasionally lapse into moments of forgetfulness and hindsight so unfortunately there are a number of amazing places I explored but came back without pictures (i.e., Victoria, BC where I forgot to charge my camera battery ahead of time. Doh!).

Of course, since this blog in total consists of over 200 photos - I'm sure they won't be missed haha.. Note: Best slideshow speed - fast! There is also an options link in the lower right hand corner of the slideshow to see/hide comments. To return to the main blog page, use your browsers 'back' button.

Enjoy!

Set 1: On the road to CA and 4th of July at Mom's (25)
The start of my 9.5 week cross country roadtrip! Unfortunately I didn't make too many stops heading to CA; just St. Louis and CO primarily to visit with family. Of course - did I get any pictures? No.

View photos: http://www.flickr.com/photos/deanna-l-shaw/sets/72157601883705840/show/


Set 2: Up and down the California Coast (30)
The start of what I call "the second half" of my roadtrip. I spent two weeks tootaling up and down the CA coast visiting with family and friends, checking out wine country, and getting in some scenic sightseeing.

During those two weeks I spent a few days in Monterey Bay visiting my brother and his wife Valerie, I stayed one night in Half-moon Bay as well as Bodega Bay (beautiful beaches and sunsets), Napa Valley (making stops at my favorite vineyards - yum!), and Saucelito (highly recommend Casa Madrona for it's location, roomy bathrooms and amazing views overlooking the bay). After that, it was off to San Fran for some fun with old friends.

View Photos: http://flickr.com/photos/deanna-l-shaw/sets/72157601883747786/show/

Set 3: Yosemite and Lassen Volcanic National Park in CA (24)
This part of my cross-country roadtrip begins "the solo-journey" - just me and my cat tootaling around. These are pics from my stops at Yosemite and Lassen Volcanic National Park (CA).

I took my first dip of the trip in Yosemite's Merced River. And I highly recommend it. There are plenty of private, quiet spots along the river where the currents are mild and the waters deep enough to frolick and soak for hours.

If you're one for riding hard on tight twisties - Lassen will bring you oodles of smiles! It's all S-, U- and 360 degree-type turns throughout this small gem! It's a small place to visit but definitely worthwhile - a couple of large campgrounds, a few very scenic hikes, and all-together yields signficantly less traffic than any of the other National Parks I visited (which explains the 'pay on your honor' entrance fee).

View photos: http://flickr.com/photos/deanna-l-shaw/sets/72157601883820322/show/

Set 4: Traversing through Oregon, Washington, Iowa and Montana (34)
Leaving CA and heading North through Oregon, Washington, Iowa and Montana. I did a lot of touristy things in these states like taking a heli-tour over NE Oregon and going horseback riding. The biggest sightseeing trips: I took the ferry from Port Angeles, WA to Victoria, British Columbia, and went to Glaciar National Park (MT). Montana btw: has the most amazing sunsets I have ever seen - hands down winner in my opinion (my photos don't do it justice).

I made my way through Oregon via the town of Bend - an old logging town with a decent historic downtown district and a few interesting sights however, if I had to pass that way again, I'd stay in the town of Sisters instead. Sisters is very small (you can drive through it in under a minute) and all the buildings have the"Wild Bill" theme going on which just makes the town POP. It's totally touristy, but it's tons of fun mashed into a quarter of a quarter of a square mile and the bbq-ribs are to die for.

After Bend, OR - I made my way up the Oregon coast along highway 101 stopping off at a few quaint fishing towns for fresh oysters and uh, cheese (don't ask). Mmm good. I spent two nights in the town of Astoria (where Kindergarten Cop was filmed) and actually went to a movie theatre where you can lounge on a couch, order pizza and drink beer. *must lobby for one of those in PA* After a long night of lounging and "hydrating" I made my way into Washington, going around the Olympic Peninsula before taking the ferry from Port Angeles to Victoria, British Columbia.

Interestingly...On the way to Port Angeles, I stopped for the night along the outskirts of Hoh National Rainforest - it was very late, very dark and my little dirt road was draped in layers and layers of dense fog. Imagine my shock factor when I woke up at the crack of dawn and found myself parked less than 20 feet from the water. Hahaa...YEA. A little extra tap of the gas and my "frolicking in the water" stories would have taken on a whole new meaning...

Oh, and there's a pic in here of a can opener. My mom (bless her heart) gave it to me for those long nights when I'm stranded with nothing to eat but canned goods. Look closely - what's wrong with that picture...(?)

View photos: http://flickr.com/photos/deanna-l-shaw/sets/72157601885028082/show/

Set 5: Yellowstone National Park and the Grand Tetons (42)
I camped out in Yellowstone for 3 days and made the most of it. What can I say...it's awesome! And look at some of the views...just breathtaking. Initially I thought I could do it in a day. Ha! Silly me...

Staying in Yellowstone was by far and away my favorite string of days going solo. Yellowstone is a must see if you've never been. Lots of good trailheads, fun waters to play in, great sightseeing and fun campgrounds to boot. All together...Wyoming is tops for scenic driving.

View photos: http://flickr.com/photos/deanna-l-shaw/sets/72157601890127163/show/

Set 6: "It's Hog Time!" - Devil's Tower & Sturgis During Annual Harley Rally (24)
"What happens in Vegas stays in Vegas". Best to apply this mode of thinking when tootaling about in Sturgis during Harley week. ;-)

What can I say. A lot of fun and uh, definitely a "unique" experience ;-)

View photos: http://flickr.com/photos/deanna-l-shaw/sets/72157601890427327/show/

Set 7: Mt. Rushmore, Cave of the Mounds and Niagara Falls (28)
The last of the roadtrip photos. These pics cover the last real sightseeing stops I made between Sturgis, SD and Bar Harbor, Maine: Mt. Rushmore (SD), Cave of the Mounds in Wisconsin, and Niagara Falls (NY).

Sorry, no "skunky" photos... ;-)

Trivia question: Which Presidents are represented in Mt. Rushmore? No googling!

View photos: http://flickr.com/photos/deanna-l-shaw/sets/72157601890661845/show/


Well, That's all folks! Lots of photos to peruse but hopefully you're able to some good insight into my trip and some of what I experienced. If you have any affinity for roadtrips - some "mini"-version of this is highly recommended to cool your head, unload some stress and just have fun. ;-)