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Introducing the Long Tail
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Introducing the Long Tail

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  • 1. Introducing the Wide Tail
  • 2. What is the Long Tail? Introducing the Wide Tail 10,000 books 200,000 books 1,800,000 books
  • 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. What is the Long Tail? Search Introducing the Wide Tail Source: http:/www.guruofsearch.com
  • 5. What is the Long Tail? Video Introducing the Wide Tail Source: http://www.kpcb.com/insights/2013-internet-trends/
  • 6. What is the Long Tail? Content Introducing the Wide Tail Source: http://www.kpcb.com/insights/2013-internet-trends/
  • 7. What Does This Feel Like? Introducing the Wide Tail Source: geektyrant.com
  • 8. The Long Tail Impacts Three Groups Introducing the Wide Tail Publishers MarketersConsumers
  • 9. For Consumers Introducing the Wide Tail Good News Bad News
  • 10. For Publishers Introducing the Wide Tail Good News Bad News Source: http://www.emarketer.com/Article/Spotlight-on-UGC-Participants/1006914
  • 11. For Marketers Introducing the Wide Tail Image 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 Choice Introducing the Wide Tail Internet Search Social Mobile Gaming Eommernce Content
  • 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. 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. The Internet of Things Introducing the Wide Tail Source: http://www.symplio.com/2011/09/4-infographics-about-internet-of-things/
  • 17. Social Network Choices Today Introducing the Wide Tail Source: http:/www.lumapartners.com
  • 18. Gaming Choices Today Introducing the Wide Tail Source: http://www.lumapartners.com/lumascapes/gaming-lumascape/
  • 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. Wide Tail Example - Marketers Introducing the Wide Tail
  • 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. The Wide Tail Challenge For Marketers Introducing the Wide Tail Source: http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/
  • 23. Online Marketing Spend Over Time Introducing the Wide Tail
  • 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. Intra-Site Wide Tail - Aggregation Introducing the Wide Tail
  • 26. Intra-Site Wide Tail - Curation Introducing the Wide Tail
  • 27. Intra-Site Wide Tail - Curation Introducing the Wide Tail
  • 28. Intra-Site Wide Tail - Collaborative Filtering Introducing the Wide Tail
  • 29. Intra-Site Wide Tail - Ranking Introducing the Wide Tail
  • 30. Intra-Site Wide Tail - Presentation Layers Introducing the Wide Tail
  • 31. Intra-Site Wide Tail - Personalization Introducing the Wide Tail
  • 32. Intra-Site Wide Tail - Personalization Introducing the Wide Tail
  • 33. Intra-Site Wide Tail - Forcing Mechanisms Introducing the Wide Tail
  • 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. Thank You! david@ppcassociates.com @rodnitzky @ppcassociates