From a Marketing and Public Relations standpoint there are a number of things that your marketing team has to be able to do to run a campaign successfully in Second Life - and it can be done - the fact that there are failures should be no deterrent. In the physical world marketing efforts fall flat all the time, but that doesn't stop people trying and succeeding.

If a few efforts don't go so well as they ought to, that's no reason to assume that the platform is a bust any more than a few failed physical world marketing campaigns are a reason to consider human life and civilization a loss (debates as to whether they are or not should wait until the end, please).

First, your team must understand the goal. If you don't understand the goal, you can't put apply your efforts properly, monitor progress or measure success. You may as well be putting up billboards for all the feedback you're getting.

Second, your team must understand the target and collateral demographics. Every other thing can go perfectly, and you will gain nothing (or even lose ground) if you don't understand who is getting your message, and how they will react to it.

Third, your team must know the medium, or know people who do. You don't use print-specialists to do television commercials. You don't use television specialists to drive viral campaigns. Do not try to teach a pig to sing. It wastes your time and annoys the pig. Your team must come to grips with the limitations, potential and conventions of the media before they try to use it seriously, or partner with people who do.

Fourth, given these things, it's time to think, create and innovate. You have the goal, the demographics (both those whom you are targetting and those who will be unavoidably exposed to your message), you have the mastery of the medium. Craft your message, and the means of delivery, and monitor execution and delivery.

There's just one thing about these four points. This is what you pay your marketing team to do in the physical world already isn't it? These are the fundamental principles that underpin any campaign, so none of this should present a problem, right? If you think that your team can't handle these basic four points, maybe you should consider refocusing the team.

That said, one thing is worth repeating. The best planned and executed campaign can fall flat. It doesn't matter if that's in the physical world or a virtual world, in print, radio or television. It's going to happen. More campaigns fail than succeed. So why would you be willing to toss a whole platform away because you didn't get it right the first time? Expecting perfection is unrealistic.

In First Life or Second Life your principles are the same. Understand the goal, understand the targets and risks, know the medium, create and tailor the message and delivery. And monitor everything so you can take advantage of both your successes and failures for the next time. If your team can do that, you can create and drive successful campaigns. If they can't, perhaps you need a less complacent team.