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David Evans - EmMeCon Seattle 2013

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David Evans - EmMeCon Seattle 2013

  1. 1. Introducing the Wide Tail
  2. 2. What is the Long Tail?Introducing the Wide Tail10,000books200,000books1,800,000books
  3. 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. 4. What is the Long Tail? SearchIntroducing the Wide TailSource: http:/www.guruofsearch.com
  5. 5. What is the Long Tail? VideoIntroducing the Wide TailSource: http://www.kpcb.com/insights/2013-internet-trends/
  6. 6. What is the Long Tail? ContentIntroducing the Wide TailSource: http://www.kpcb.com/insights/2013-internet-trends/
  7. 7. What Does This Feel Like?Introducing the Wide TailSource: geektyrant.com
  8. 8. The Long Tail Impacts Three GroupsIntroducing the Wide TailPublishersMarketersConsumers
  9. 9. For ConsumersIntroducing the Wide TailGood News Bad News
  10. 10. For PublishersIntroducing the Wide TailGood News Bad NewsSource: http://www.emarketer.com/Article/Spotlight-on-UGC-Participants/1006914
  11. 11. For MarketersIntroducing the Wide TailImage 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 ChoiceIntroducing the Wide TailInternetSearchSocialMobileGamingEommernceContent
  14. 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. 15. Device Diversity Over TimeIntroducing the Wide TailSource: http://marketingland.com/its-a-post-pc-world-smartphones-tablets-outpace-traditional-pc-growth-8951
  16. 16. The Internet of ThingsIntroducing the Wide TailSource: http://www.symplio.com/2011/09/4-infographics-about-internet-of-things/
  17. 17. Social Network Choices TodayIntroducing the Wide TailSource: http:/www.lumapartners.com
  18. 18. Gaming Choices TodayIntroducing the Wide TailSource: http://www.lumapartners.com/lumascapes/gaming-lumascape/
  19. 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. 20. Wide Tail Example - MarketersIntroducing the Wide Tail
  21. 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. 22. The Wide Tail Challenge For MarketersIntroducing the Wide TailSource: http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/
  23. 23. Online Marketing Spend Over TimeIntroducing the Wide Tail
  24. 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. 25. Intra-Site Wide Tail - AggregationIntroducing the Wide Tail
  26. 26. Intra-Site Wide Tail - CurationIntroducing the Wide Tail
  27. 27. Intra-Site Wide Tail - CurationIntroducing the Wide Tail
  28. 28. Intra-Site Wide Tail - CollaborativeFilteringIntroducing the Wide Tail
  29. 29. Intra-Site Wide Tail - RankingIntroducing the Wide Tail
  30. 30. Intra-Site Wide Tail - Presentation LayersIntroducing the Wide Tail
  31. 31. Intra-Site Wide Tail - PersonalizationIntroducing the Wide Tail
  32. 32. Intra-Site Wide Tail - PersonalizationIntroducing the Wide Tail
  33. 33. Intra-Site Wide Tail - ForcingMechanismsIntroducing the Wide Tail
  34. 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. 35. Thank You!david@ppcassociates.com@rodnitzky@ppcassociates

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