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Martins Long Tail


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Martin's Long Tail was created to help non-web marketers understand web marketing influences and trends. Martin's Long Tail presentation places Wired Editor Chris Anderson's influential "long tail" ideas in historical and e-commerce context.

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Martins Long Tail

  1. 1. Martin’s Long Tail <ul><li>. </li></ul><ul><li>I am Martin (Marty) Smith. I’ve been a Director of E-Commerce for six years. </li></ul><ul><li>This presentation, given at a “Lunch and Learn” meeting on April 3rd, was created to help staff understand the “different language” of the web. </li></ul><ul><li>LinkedIn: </li></ul>Martin's Long Tail
  2. 2. Martin’s Long Tail: Index <ul><li>Slide 1 = Presentation Goal </li></ul><ul><li>Slide 2 = Index </li></ul><ul><li>Slide 3 = Cover Graphic </li></ul><ul><li>Slide 4 = How did Martin Grow a tail? </li></ul><ul><li>Slide 5 = Picture of P&G 1982 sales training class. </li></ul><ul><li>Slide 6 = Two Battles (hearts and minds + shelf space) </li></ul><ul><li>Slide 7 = Limited Resources </li></ul><ul><li>Slide 8 = P&G = #1 advertiser in world. </li></ul><ul><li>Slide 9 = Moore’s Law </li></ul><ul><li>Slide 10 = Metcalf’s Law </li></ul><ul><li>Slide 11 = ARPANET </li></ul><ul><li>Slide 12 = Infinite Inventory (II) </li></ul><ul><li>Slide 13 = II “digital goods” </li></ul><ul><li>Slide 14 = II Trends </li></ul><ul><li>Slide 15 = II Tredns </li></ul><ul><li>Slide 16 = Long Tail Book </li></ul><ul><li>Slide 17 = Long Tail Structure </li></ul><ul><li>Slide 18 = Long Tail Tribes </li></ul><ul><li>Slide 19 = Long Tail As Party </li></ul><ul><li>Slide 20 = Repeatable Fractals </li></ul><ul><li>Slide 21 = Cost of Web Poker </li></ul><ul><li>Slide 22 = Future of Web </li></ul>
  3. 3. Martin's Long Tail
  4. 4. How did Martin grow a tail? <ul><li>Selling Soap </li></ul><ul><li>Moore’s Law </li></ul><ul><li>Metcalf’s Law </li></ul><ul><li>Infinite Inventory </li></ul><ul><li>Hearts and Minds </li></ul><ul><li>How </li></ul>
  5. 5. Where's Martin?
  6. 6. selling soap for P&G... Two battles hearts and minds shelf space
  7. 7. selling soap for P&G... Limited hearts and minds shelf space
  8. 8. selling soap for P&G... #1 Advertiser creates &quot;soap&quot; operas army of sales reps
  9. 9. Moore's Law Time cpu Power
  10. 10. Metcalf's Law N 2 network value = members squared
  11. 11. ARPANET early 1960's Amazon 1994 30 years… eBay 1995 Google 1998
  12. 12. Infinite Inventory inventory = advertising “ sell” everything bigger search index = better digital space not limited
  13. 13. Infinite Inventory music hard goods becoming digital movies books
  14. 14. Infinite Inventory hearts and minds algorithms rule ad space prices collapse print collapse tyranny of clicks no shelf space changes marketing
  15. 15. Infinite Inventory hearts and minds reputation via algorithms companies “like” me transparency social values (DKT) no shelf space changes marketing
  16. 16. Long Tail Book buy more when choice unlimited 2005 Anderson Names Trend moore’s Law makes unlimited possible tail’s value may exceed head
  17. 17. Long Tail head tail
  18. 18. Long Tail head tail Is tribal <ul><li>Tribes </li></ul><ul><li>oprah </li></ul><ul><li>military </li></ul><ul><li>fans </li></ul><ul><li>seth godin </li></ul><ul><li>political parties </li></ul>
  19. 19. Long Tail Crossing Chasm
  20. 20. Long Tail head tail Is a platform <ul><li>Party </li></ul><ul><li>any drink </li></ul><ul><li>anywhere in world </li></ul><ul><li>twitter </li></ul><ul><li>facebook </li></ul><ul><li>myspace </li></ul>
  21. 21. Long Tail repeatable fractal
  22. 22. cost of poker infinite inventory soon… value pricing recommendation engine
  23. 23. future how more important than what soon… all secrets knowable hearts and minds