Media In Canada recently consulted some local marketing experts to weigh in and reflect on 2007, and Twist Image president Mitch Joel picked out virtual worlds backlash as one of his biggest disappointments of the year.

He also predicted the online community concept will continue to gain in importance. From the article:

"'The second negative for me was the quick reverse on virtual worlds. A lot of brands left Second Life in 2007. I don't think virtual worlds are dying - I think we have yet to really get started. Let's give it time for the technology to get easier and for more and more people to be interested. We're almost there (just not quite), and I think it's way too early for marketers to be writing this channel off.'

MiC: What trends or issues are you spying for 2008?

'Real community. Marketers threw around the word 'community' like crazy in 2007, but I think it's going to take on real meaning in 2008. We're going to really learn (and see) what it means to be a peer to our consumers, and not the master-slave scenario we've become accustomed to through our control on mass media. (In case you were wondering, marketers were the masters).

"This is going to happen through the idea of providing help marketing - really helping our consumers connect, not just to our brands but to one another. It's not a trend or issue - it's what's on the horizon for marketers. Are you up for it?'"

Joel is clearly correct, as there's still a lot of interest and critical thinking surrounding the space. Second Life is still proving to be attractive for educators, non-profit organizations and outreach groups, while retail brands are reaching new audiences -- and engaging in new and deeper ways with their targets -- through more specific and focused virtual world branding efforts.

[Media In Canada - Way too early to write off virtual worlds: Joel]