Web marketing - The Long Tail

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Slides of webmarketing course given @ITESO. Set of slides based on the book by Chis Anderson "The Long Tail" that describe the economic model of web business.

Slides of webmarketing course given @ITESO. Set of slides based on the book by Chis Anderson "The Long Tail" that describe the economic model of web business.

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  • 1. @pfrulas
    Webmarketing
    The Long Tail
  • 2. @pfrulas
    What is “The Long Tail” ?
    The Long Tail
    Statistical Distribution “very low probability of occurrence”.
    Pareto Principle
    80 / 20 rule
    The Long Tail
    Why the Future of Business Is Selling Less of More
  • 3. @pfrulas
    ECAST
    What percentage of the 10,000 albums sold at least one track a quarter ?
  • 4. @pfrulas
    ECAST
    What percentage of the 10,000 albums sold at least one track a quarter ?
    98%
  • 5. @pfrulas
    Touching the Void
    Joe Simpson near fatal climb of the 6344m climb in Peru.
  • 6. @pfrulas
    Into Thin Air
    Joh Krakauser ascent of Mount Everest wich turned catastrophic.
  • 7. @pfrulas
    Amazon
  • 8. @pfrulas
    Amazon
    "We sold more books today that didn't sell at all yesterday than we sold today of all the books that did sell yesterday."
  • 9. @pfrulas
    3 Forces of the Long Tail
    Democratize the Tools of Production
  • 10. @pfrulas
    Production
    The PC
    # ALBUMS released grew 36% !
    - 44,000 in 2004
    - 60,000 titles in 05
    300,000 free in MySpace
    Give people the capacity to create and GEMS will emerge
  • 11. @pfrulas
    New Producers
    Never understimate the power of a million amateurs with keys to the factory
    Feb 23, 1987
    Kamiokande II
  • 12. @pfrulas
    3 Forces of the Long Tail
    Democratize the Tools of Distribution
  • 13. @pfrulas
    Distribution
    Wal-Mart set up the worlds most sofisticated supply chain.
    • Now you can do it in eBAY
  • @pfrulas
    3 Forces of the Long Tail
    Connect Supply and Demand
  • 14. @pfrulas
    Connect Supply - Demand
    Search
    Filters
    Recommendations
  • 15. @pfrulas
    Long Tail Examples
  • 16. @pfrulas
    Music Industry
    Rhapsody Overall
  • 17. @pfrulas
    Brit Rock
  • 18. @pfrulas
    Ethnic Fusion
  • 19. @pfrulas
    Long Tail Rules
    Make Everything Available
    Help me Find it
  • 20. @pfrulas
    Rules
    Lower your costs
    More inventory
    Let customers do the work
    Peer production
    Think Niche
    One distribution Method doesnt fit all
    One Product Doesnt fit all
    One Price doesnt fit all
  • 21. @pfrulas
    Rules
    Lose Control
    Share Information
    Think “and” not “or”
    Trust the market to do the job
    Understand the power of “Free”