Presentation diana

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Presentation diana

  1. 1. “ Long Tail Theory “ as part of a new media marketing Diana Smirnova
  2. 2. “ Long Tail Theory “ as part of a new media marketing
  3. 3. “ Long Tail Theory “ <ul><li>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. </li></ul>
  4. 4. “ Long Tail Theory “ <ul><li>Millions of small sales - is an effective business. </li></ul><ul><li>No rent, no cost of production (like iTunes) </li></ul><ul><li>and low </li></ul><ul><li>cost distribution. </li></ul>
  5. 5. In the older generation of web, business was still following the “ 80:20 theory ”
  6. 6. <ul><li>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. </li></ul>“ Long Tail Theory “
  7. 8. Google, blogs , advice Rhapsody bestseller list . Filters in the &quot;long tail“ groundswell Association of supply and demand 3 Amazon, Netflix, eBay , iTunes Organization of supply in the &quot;long tail&quot; Democratization of distribution 2 Digital video cameras, available software for editing music and video tools for blogging Manufacturing of products and tools in the &quot;long tail&quot; Democratization of the means (fixed assets) of production 1 Example Business Aspect
  8. 9. Filters in the &quot;long tail“ <ul><li>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. </li></ul>
  9. 10. <ul><li>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. </li></ul><ul><li>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 . </li></ul><ul><li>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. </li></ul>Filters in the &quot;long tail“
  10. 11. New Marketing <ul><li>1) Basis is not innovation, it is the consumer benefits . &quot;What game I can chose, and what attributes to this game, you can offer me? </li></ul><ul><li>2) The proposed requirements, together with the means to meet them. New marketing will not offer new products it offer new needs . </li></ul>
  11. 12. Thank you for your attention

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