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David Evans - EmMeCon Seattle 2013
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David Evans - EmMeCon Seattle 2013

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  • 1. Introducing the Wide Tail
  • 2. What is the Long Tail?Introducing the Wide Tail10,000books200,000books1,800,000books
  • 3. What is the Long Tail? Ecommerce“The term long tail hasgained popularity in recenttimes as describing theretailing strategy of selling alarge number of unique itemswith relatively small quantitiessold of each – usually inaddition to selling fewerpopular items in largequantities”Introducing the Wide TailSource: http://en.wikipedia.org/wiki/Long_tail
  • 4. What is the Long Tail? SearchIntroducing the Wide TailSource: http:/www.guruofsearch.com
  • 5. What is the Long Tail? VideoIntroducing the Wide TailSource: http://www.kpcb.com/insights/2013-internet-trends/
  • 6. What is the Long Tail? ContentIntroducing the Wide TailSource: http://www.kpcb.com/insights/2013-internet-trends/
  • 7. What Does This Feel Like?Introducing the Wide TailSource: geektyrant.com
  • 8. The Long Tail Impacts Three GroupsIntroducing the Wide TailPublishersMarketersConsumers
  • 9. For ConsumersIntroducing the Wide TailGood News Bad News
  • 10. For PublishersIntroducing the Wide TailGood News Bad NewsSource: http://www.emarketer.com/Article/Spotlight-on-UGC-Participants/1006914
  • 11. For MarketersIntroducing the Wide TailImage Source: Optimine.com
  • 12. So What Is The Wide Tail?Introducing the Wide Tail• Partial value from many sources & devices(Consumers and Marketers)• Conscious destruction of the long tail(Publishers)• Simple answers derived from complex data(Publishers)
  • 13. What is the Wide Tail? Consumer ChoiceIntroducing the Wide TailInternetSearchSocialMobileGamingEommernceContent
  • 14. Consumer Search Intent Over TimeIntroducing the Wide TailSource:http://www.google.com/trends/explore#q=facebook%2C%20google%2C%20youtube%2C%20yahoo%2C%20twitter&geo=US&cmpt=q
  • 15. Device Diversity Over TimeIntroducing the Wide TailSource: http://marketingland.com/its-a-post-pc-world-smartphones-tablets-outpace-traditional-pc-growth-8951
  • 16. The Internet of ThingsIntroducing the Wide TailSource: http://www.symplio.com/2011/09/4-infographics-about-internet-of-things/
  • 17. Social Network Choices TodayIntroducing the Wide TailSource: http:/www.lumapartners.com
  • 18. Gaming Choices TodayIntroducing the Wide TailSource: http://www.lumapartners.com/lumascapes/gaming-lumascape/
  • 19. Wide Tail Examples - ConsumersIntroducing the Wide TailLong Tail Buying Process Wide Tail Buying Process“Shoes”“Leather Shoesfrom Italy”Prada 3 inch pumpsmade in Italy”Pinterest Collection of “CuteShoes for 2012”YouTube Video“Best PradaShoes”Prada 3 inch pumpsmade in Italy”
  • 20. Wide Tail Example - MarketersIntroducing the Wide Tail
  • 21. The Wide Tail Challenge For MarketersIntroducing the Wide TailSource: http://www.slideshare.net/fullscreen/tkawaja/lumas-state-of-the-state-at-dms13/1
  • 22. The Wide Tail Challenge For MarketersIntroducing the Wide TailSource: http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/
  • 23. Online Marketing Spend Over TimeIntroducing the Wide Tail
  • 24. Publishers are Reacting to the Wide Tailby Trying to Contain ItIntroducing the Wide TailSource: http://3.bp.blogspot.com/-8hXrU98qqIc/UKGf6GFajaI/AAAAAAAAGIg/1QuAkt8EudQ/s1600/herding_cats.jpg
  • 25. Intra-Site Wide Tail - AggregationIntroducing the Wide Tail
  • 26. Intra-Site Wide Tail - CurationIntroducing the Wide Tail
  • 27. Intra-Site Wide Tail - CurationIntroducing the Wide Tail
  • 28. Intra-Site Wide Tail - CollaborativeFilteringIntroducing the Wide Tail
  • 29. Intra-Site Wide Tail - RankingIntroducing the Wide Tail
  • 30. Intra-Site Wide Tail - Presentation LayersIntroducing the Wide Tail
  • 31. Intra-Site Wide Tail - PersonalizationIntroducing the Wide Tail
  • 32. Intra-Site Wide Tail - PersonalizationIntroducing the Wide Tail
  • 33. Intra-Site Wide Tail - ForcingMechanismsIntroducing the Wide Tail
  • 34. ConclusionsIntroducing the Wide Tail• The long tail continues to grow rapidly online• Consumers, however, are actually acting in a wide tailfashion• Marketers must follow consumer behavior and adopt awide tail marketing approach• Publishers are creating wide tail experiences in an attemptto keep consumer wide tail behavior contained to theirproperties
  • 35. Thank You!david@ppcassociates.com@rodnitzky@ppcassociates

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