Depending on your point of view, Second Life represents the next frontier for online communities and consumer content creation, or it is an early precursor to 3D Web browsing. Quite likely, it is both.

Big changes are coming fast, and as marketers we would be well advised to learn some lessons about metaverse marketing now, lest we be trumped by more nimble competitors.

But we need to be smart about our approach, realistic in our expectations, and consumer-centric in our executions. Doing it just to do it isn't good enough.

On the other hand, neither is waiting to see what happens.

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