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“Long Tail Theory“ as part of a new media marketing
Diana Smirnova
“Long Tail Theory“ as part of a new media marketing
“Long Tail Theory“
Chris Anderson (born 1961) is editor-in-chief of Wired, which has won a National Magazine Award
for general excellence three times during his tenure. He wrote an article in the magazine entitled
The Long Tail, which he expanded upon in the book The Long Tail: Why the Future of Business Is Selling Less of More (2006). He currently lives
in Berkeley, California, with his wife and five children. He is the founder and chairman of
BookTour.com.
“Long Tail Theory“
Millions of small sales - is an
effective business.
No rent, no cost of production (like
iTunes)
and low
cost distribution.
In the older generation of web, business was still following the “80:20 theory”
However in today’s Web 2.o, everyone is able to publish content, and everyone is able to make money in the Internet with
marketing, and this has led to “Long Tail Theory“. This theory states that the rest 80% of users or products become
important again in Web 2.o.
“Long Tail Theory“
Aspect Business Example
1 Democratization of the means
(fixed assets) of production
Manufacturing of products and tools
in the "long tail"
Digital video cameras, available
software for editing music and
video tools for blogging
2 Democratization of distribution
Organization of supply in the
"long tail"
Amazon, Netflix, eBay, iTunes
3 Association of supply and
demand
Filters in the "long tail“
groundswell
Google, blogs, advice Rhapsody
bestseller list.
Filters in the "long tail“
New Media Marketing: The creation and management of social networks and
online or virtual communities, to extend the reach of marketing to the low-
frequency, low-intensity consumer in a cost effective way, often through blogs,
RSS feeds and podcasts.
Buzz Marketing: The strategic use of word of mouth and transmission of commercial information from person to person in an online or real-world environment.
Viral Marketing: The intentional spreading of marketing messages using preexisting social networks, with an emphasis on the casual, non-intentional and low cost, commonly through YouTube videos, viral emails .
Pay Per Click and Search Engine Optimization: The marketing of websites on search engines such as Google, Yahoo and Bing, by focusing on long-tail keywords which have less competition.
Filters in the "long tail“
New Marketing
1) Basis is not innovation, it is the consumer benefits."What game I can chose, and what attributes to this game, you can offer me?
2) The proposed requirements, together with the means to meet them.New marketing will not offer new products it offer new needs.
Thank you for your attention