Introducing the Long Tail

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Introducing the Long Tail

  1. 1. Introducing the Wide Tail
  2. 2. What is the Long Tail? Introducing the Wide Tail 10,000 books 200,000 books 1,800,000 books
  3. 3. What is the Long Tail? Ecommerce “The term long tail has gained popularity in recent times as describing the retailing strategy of selling a large number of unique items with relatively small quantities sold of each – usually in addition to selling fewer popular items in large quantities” Introducing the Wide Tail Source: http://en.wikipedia.org/wiki/Long_tail
  4. 4. What is the Long Tail? Search Introducing the Wide Tail Source: http:/www.guruofsearch.com
  5. 5. What is the Long Tail? Video Introducing the Wide Tail Source: http://www.kpcb.com/insights/2013-internet-trends/
  6. 6. What is the Long Tail? Content Introducing the Wide Tail Source: http://www.kpcb.com/insights/2013-internet-trends/
  7. 7. What Does This Feel Like? Introducing the Wide Tail Source: geektyrant.com
  8. 8. The Long Tail Impacts Three Groups Introducing the Wide Tail Publishers MarketersConsumers
  9. 9. For Consumers Introducing the Wide Tail Good News Bad News
  10. 10. For Publishers Introducing the Wide Tail Good News Bad News Source: http://www.emarketer.com/Article/Spotlight-on-UGC-Participants/1006914
  11. 11. For Marketers Introducing the Wide Tail Image Source: Optimine.com
  12. 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. 13. What is the Wide Tail? Consumer Choice Introducing the Wide Tail Internet Search Social Mobile Gaming Eommernce Content
  14. 14. Consumer Search Intent Over Time Introducing the Wide Tail Source: http://www.google.com/trends/explore#q=facebook%2C%20google%2C%20youtube%2C%20yahoo%2C%20twitter&geo=US&cmpt=q
  15. 15. Device Diversity Over Time Introducing the Wide Tail Source: http://marketingland.com/its-a-post-pc-world-smartphones-tablets- outpace-traditional-pc-growth-8951
  16. 16. The Internet of Things Introducing the Wide Tail Source: http://www.symplio.com/2011/09/4-infographics-about-internet-of-things/
  17. 17. Social Network Choices Today Introducing the Wide Tail Source: http:/www.lumapartners.com
  18. 18. Gaming Choices Today Introducing the Wide Tail Source: http://www.lumapartners.com/lumascapes/gaming-lumascape/
  19. 19. Wide Tail Examples - Consumers Introducing the Wide Tail Long Tail Buying Process Wide Tail Buying Process “Shoes” “Leather Shoes from Italy” Prada 3 inch pumps made in Italy” Pinterest Collection of “Cute Shoes for 2012” YouTube Video “Best Prada Shoes” Prada 3 inch pumps made in Italy”
  20. 20. Wide Tail Example - Marketers Introducing the Wide Tail
  21. 21. The Wide Tail Challenge For Marketers Introducing the Wide Tail Source: http://www.slideshare.net/fullscreen/tkawaja/lumas-state-of-the-state-at-dms13/1
  22. 22. The Wide Tail Challenge For Marketers Introducing the Wide Tail Source: http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/
  23. 23. Online Marketing Spend Over Time Introducing the Wide Tail
  24. 24. Publishers are Reacting to the Wide Tail by Trying to Contain It Introducing the Wide Tail Source: http://3.bp.blogspot.com/- 8hXrU98qqIc/UKGf6GFajaI/AAAAAAAAGIg/1QuAkt8EudQ/s1600/herding_cats.jpg
  25. 25. Intra-Site Wide Tail - Aggregation Introducing the Wide Tail
  26. 26. Intra-Site Wide Tail - Curation Introducing the Wide Tail
  27. 27. Intra-Site Wide Tail - Curation Introducing the Wide Tail
  28. 28. Intra-Site Wide Tail - Collaborative Filtering Introducing the Wide Tail
  29. 29. Intra-Site Wide Tail - Ranking Introducing the Wide Tail
  30. 30. Intra-Site Wide Tail - Presentation Layers Introducing the Wide Tail
  31. 31. Intra-Site Wide Tail - Personalization Introducing the Wide Tail
  32. 32. Intra-Site Wide Tail - Personalization Introducing the Wide Tail
  33. 33. Intra-Site Wide Tail - Forcing Mechanisms Introducing the Wide Tail
  34. 34. Conclusions Introducing the Wide Tail • The long tail continues to grow rapidly online • Consumers, however, are actually acting in a wide tail fashion • Marketers must follow consumer behavior and adopt a wide tail marketing approach • Publishers are creating wide tail experiences in an attempt to keep consumer wide tail behavior contained to their properties
  35. 35. Thank You! david@ppcassociates.com @rodnitzky @ppcassociates

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