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 </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