Long Tail Qelle: http://www.gamert.nlAmazon: We sold more books today that didnt sell at allyesterday than we sold today of all the books that did sellyesterday
MarketingThe drive to build a market and obtain revenue from the consumer demographic of the long tailhas led businesses to implement a series of long-tail marketing techniques, most of them based onextensive use of internet technologies. Among the most representative are:● New media marketing: The building and managing 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 feedsand podcasts.● 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.● 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 and standalonemicrosites.● 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.● Demand-side platforms/DSPs: Similar to how search engine marketing monetizes the long tail of keywords, auction-oriented buying/selling mechanisms are also viable to help monetize the long tail of ad impressions available across niche publishers in the display advertising realm. Publishers utilize these ad exchange environments, such as Right Media or AdECN, to efficiently sell display inventory that might otherwise go unsold through direct sales force operations. As a result, by January 2011 between 20-25% of all US ad spending was derived from long tail advertisers.
Filter & Attention●Problem: Information - Overload●Fakt: Begrenzte Aufmerksamkeit●Lösung ● Crowdsourcing ● Weblogs etc. ● Soziale Netzwerke
BEZIEH U EMPFE NGgsnetzwe HLUNG rk snetzw e erke Quelle: http://www.movinghere.org. uk/Märkte sind Gespräche
Will it Blend? 2006-The campaign took off almost instantly. We have definitely felt an impact in sales. Will itBlend has had an amazing impact to our commercial and our retail products.Blendtec now sells Will It Blend? merchandise, including a spoof shirt with the slogan "TomDickson is my Homeboy"
(Zukünftige) UnterhaltungIt’s going to be fast-paced, bit-sized, and is shiftingfrom broadcast concepts to bi- or even mulitdirectionalusage patterns25% of entertainment (or content) will be created and consumedwithin peer communites. Nokia Report, A Glimpse of the Next Episode, 2008
Collaboration Platform Users EmergenDistributed t Network-centric Creation Cumulative
pas s al B2C vs. B2C+C2C imp ong act●Example: Adidas and EA ● $ 1,87-1,19 per purchase intent B2C only ● with momentum effect $ 0,40-0,34 ● 3 times higher value creation ● The latter accounts for 75% of the value creation ● What‘s necessary? ● Give the users something to share; ..... as a symbol & reference point ● Brand = persona (emotional level - brand feeling) ● Be functionally viral ● Conventional communication (Ads, PR)
Ideavirus! Viral Marketing ● The platform itself plus communication initiaves need to enable the users to do the marketing ● Provide a unique benefit ● (the app) itself needs to support influencers ● Build and maintain a network of influencers
Never Ending Frieding Fox Interactive Media, 2007Why On SNs?
not what social media communities can do for your brand —but what your brand can do for social mediacommunities? Advertisers need to start with thisquestion and work backward to marketing goals. Providingvalue to social media communities will be the new costto distribute marketing messages in the socialmedia OS. , Joe http://blogs.mediapost.com/spin/?p=1049 Marchese
Social media marketing is all about learning toshare, contribute and provide value to othersin as many different and complementary ways.The better you become at doing this, the greateropportunities to significantly increase your onlinevisibility, authority and reputation. Massimo Burgio, SEO Expert
Fazit● Bereitstellung von teilbarenObjekten (= Sozialen Objekten,Momentum Effect)● Brand (Organistion) als einReferenzpunkt