The cost to reach customers has dropped because of 3 factors:
* Democratization of the tools for production
* Democratization of distribution
* The ability to connect supply with demand
In a world of infinite shelf space and niche consumption patterns, how do publishers (of any content: books, music, videos, photos) get noticed?
Week 2: Pub355 Introducing the Longtailsomisguided
The document summarizes Chris Anderson's theory of the "long tail" and its implications for marketing. The key points are:
1) With lower distribution costs on the internet, niche products that were previously unprofitable "misses" can now make money. This has shifted consumption from a few "hits" to many niche products.
2) Democratization of tools and distribution allows many more people and products to participate in markets.
3) Marketers must find ways to reach fragmented audiences across many channels rather than relying on mass media. Successful companies like Amazon and Netflix understand customer behavior in a market of infinite choice.
This document provides an overview of trends in the retail industry, including the expansion of online and brick-and-mortar channels. It discusses how traditional retailers are expanding their digital presence and how online-only retailers are opening physical stores. It also outlines two key omni-channel trends - personalizing the online experience through recommendations and personalizing the in-store experience using customer data and in-store technologies. Finally, it discusses how retailers are partnering with technology companies to help activate these trends.
Luxury customer journey: an overview of the new UHNW audience and how to use ...Diana Sherling
This is the session that I gave at the SuperYacht Luxury Marketing Conference #makeyourmark16. In this presentation I talk about the insights and attitudes of the UHNW luxury audience and how you can use the customer journey McKinsey loop as a tool to plan and refine your marketing. I am passionate about luxury marketing, so read my blog at www.dianasherling.com or have a look at my mini luxury brand that I am creating at www.lilyflojewellery.com
The document discusses influencer marketing strategies from the perspectives of both influencers and consumers in Russia. It analyzes the millennial generation consumer market, noting their preference for experiences over physical possessions and reliance on influencers for decision making due to information overload. Key social media and influencer platforms in Russia are identified, along with the structure of influencer tiers based on follower counts. Potential opportunities for brand collaborations with influencers are outlined.
piggyBac stem cell engineering technology offers multiple opportunities for licensing, including research uses, vector kits, iPS cell reprogramming, iPS/ES cell engineering, cell engineering, and therapeutics. piggyBac allows for highly efficient genetic modification and reprogramming of stem cells without leaving behind mutations. It can introduce transgenes, induce pluripotent reprogramming, drive differentiation, and then excise all transgenes from the genome without footprints. This overcomes limitations of viral vectors and offers advantages for stem cell engineering applications.
The document discusses the concept of the "long tail" in business and tourism. It refers to selling less popular products or services in large quantities, which can be profitable due to lower marketing and distribution costs compared to more popular hits. The CEO discusses how intelligent distribution systems and social media are allowing organizations to better reach customers in the long tail and leverage consumer recommendations over traditional advertisements.
New Media & Social Technologies - 3 The Long Tailethansen
This document outlines the concept of the "Long Tail" and provides key lessons. It discusses how democratizing production and distribution through technologies has allowed niche interests to be connected to corresponding suppliers. Examples are given of how Netflix has been able to successfully distribute obscure documentaries to audiences of thousands by making everything available and helping people find content. The document concludes with two imperatives and nine rules for taking advantage of the Long Tail.
A Father’S Day Report – Men, Boys And Environmental Health ThreatsBiblioteca Virtual
Boys appear to be at greater risk than girls for several health issues including cancer, asthma, learning disabilities, and birth defects. Environmental toxins like air pollution, pesticides, and chemicals in household products may contribute to these health problems facing boys. While the reasons for increased male vulnerability are unknown, factors like genetic differences, brain development and hormone production could play a role. More research is needed to understand why boys seem to be more adversely affected. In the meantime, reducing exposure to toxic chemicals may help safeguard children's health.
Week 2: Pub355 Introducing the Longtailsomisguided
The document summarizes Chris Anderson's theory of the "long tail" and its implications for marketing. The key points are:
1) With lower distribution costs on the internet, niche products that were previously unprofitable "misses" can now make money. This has shifted consumption from a few "hits" to many niche products.
2) Democratization of tools and distribution allows many more people and products to participate in markets.
3) Marketers must find ways to reach fragmented audiences across many channels rather than relying on mass media. Successful companies like Amazon and Netflix understand customer behavior in a market of infinite choice.
This document provides an overview of trends in the retail industry, including the expansion of online and brick-and-mortar channels. It discusses how traditional retailers are expanding their digital presence and how online-only retailers are opening physical stores. It also outlines two key omni-channel trends - personalizing the online experience through recommendations and personalizing the in-store experience using customer data and in-store technologies. Finally, it discusses how retailers are partnering with technology companies to help activate these trends.
Luxury customer journey: an overview of the new UHNW audience and how to use ...Diana Sherling
This is the session that I gave at the SuperYacht Luxury Marketing Conference #makeyourmark16. In this presentation I talk about the insights and attitudes of the UHNW luxury audience and how you can use the customer journey McKinsey loop as a tool to plan and refine your marketing. I am passionate about luxury marketing, so read my blog at www.dianasherling.com or have a look at my mini luxury brand that I am creating at www.lilyflojewellery.com
The document discusses influencer marketing strategies from the perspectives of both influencers and consumers in Russia. It analyzes the millennial generation consumer market, noting their preference for experiences over physical possessions and reliance on influencers for decision making due to information overload. Key social media and influencer platforms in Russia are identified, along with the structure of influencer tiers based on follower counts. Potential opportunities for brand collaborations with influencers are outlined.
piggyBac stem cell engineering technology offers multiple opportunities for licensing, including research uses, vector kits, iPS cell reprogramming, iPS/ES cell engineering, cell engineering, and therapeutics. piggyBac allows for highly efficient genetic modification and reprogramming of stem cells without leaving behind mutations. It can introduce transgenes, induce pluripotent reprogramming, drive differentiation, and then excise all transgenes from the genome without footprints. This overcomes limitations of viral vectors and offers advantages for stem cell engineering applications.
The document discusses the concept of the "long tail" in business and tourism. It refers to selling less popular products or services in large quantities, which can be profitable due to lower marketing and distribution costs compared to more popular hits. The CEO discusses how intelligent distribution systems and social media are allowing organizations to better reach customers in the long tail and leverage consumer recommendations over traditional advertisements.
New Media & Social Technologies - 3 The Long Tailethansen
This document outlines the concept of the "Long Tail" and provides key lessons. It discusses how democratizing production and distribution through technologies has allowed niche interests to be connected to corresponding suppliers. Examples are given of how Netflix has been able to successfully distribute obscure documentaries to audiences of thousands by making everything available and helping people find content. The document concludes with two imperatives and nine rules for taking advantage of the Long Tail.
A Father’S Day Report – Men, Boys And Environmental Health ThreatsBiblioteca Virtual
Boys appear to be at greater risk than girls for several health issues including cancer, asthma, learning disabilities, and birth defects. Environmental toxins like air pollution, pesticides, and chemicals in household products may contribute to these health problems facing boys. While the reasons for increased male vulnerability are unknown, factors like genetic differences, brain development and hormone production could play a role. More research is needed to understand why boys seem to be more adversely affected. In the meantime, reducing exposure to toxic chemicals may help safeguard children's health.
Online Marketing Theory: A Look at Clay Shirky and Chris Anderson's Ideassomisguided
This document summarizes key points from a presentation by Clay Shirky on online marketing and the internet revolution. Shirky discusses how the internet combines previous revolutions in printing, communication, recorded media, and broadcast media. He explains that the internet enables freedom of press, speech, and assembly through sharing, conversation, collaboration, and collective action. The presentation emphasizes that new tools change behaviors more than games and that conversation, collaboration and community are fundamental to online marketing.
The Cluetrain Manifesto (1999) and Open Brand (2008) tell us about changes in the market, technology, social media and how businesses could/and should participate.
Luxury brands face challenges in digital marketing due to tensions between exclusivity and accessibility. While luxury consumers are tech-savvy, brands must balance sharing their history without overexposure. The evolution of the internet from desktop to mobile and social media has empowered consumers. For luxury brands, digital strategies focus on brand content like behind-the-scenes videos, educational content, and archives to convey values over direct promotion. An integrated approach across websites, search, social media, mobile apps, and email is key.
The document discusses the Cluetrain Manifesto and the concept of the "Open Brand." [1] The Cluetrain Manifesto from 1999 argued that markets are conversations between networks of people, and companies should use a human voice. [2] The "Open Brand" concept from 2008 recognized that consumers now engage with each other and control brand messages through online communities. [3] For brands to survive, they must engage with consumers within their communities with transparency, authenticity, and dialogue rather than monologue.
This document discusses integrated marketing communications and promotion mix strategies for building brand equity. It outlines the information processing model of communications, which involves gaining exposure, attention, comprehension, acceptance, intention, and behavior from target audiences. The promotion mix can include advertising, public relations, direct marketing, digital media, events, and trade promotions. An effective media plan matches different communication options based on their coverage, contribution, commonality, complementarity, and cost to help move consumers' brand knowledge from current to desired levels.
Digital communications are changing rapidly as technologies converge. Marketers must use online and social media to engage with customers cost-effectively and build their brands through conversation. While not all channels suit every business, choosing the right platforms depends on where customers spend time and what formats they prefer. Maintaining open communication allows companies to respond quickly during crises. Success requires committing to an integrated strategy using valuable content to develop trust and grow communities over time.
MPub: Intro to Marketing Tactics & Principlessomisguided
This document outlines an introductory marketing course for publishers given by Monique Trottier. The course covers topics such as the history and evolution of marketing, key marketing principles and tactics, and how new technologies and social media have impacted marketing and publishing. It provides learning objectives and outlines topics to be covered including the culture of the web, social sharing and collaboration online, and how behaviors have changed with new tools. Students will watch a video on these topics and do a group exercise creating an online cookbook page collaboratively using social media tools.
Social media has shifted marketing from a one-way mass communication model to enabling conversations and building communities. Brands must listen to what communities are saying, participate authentically in conversations, and add value without overt marketing messages. Effective social media strategies identify influencers, create engaging content to build online circles of influence, and integrate social efforts with other campaigns. As relationships and conversations take precedence over traditional advertising, the role of brands and marketing will continue to evolve.
Is Social advertising the future of Advertising?Pascal Rossini
Social advertising is the future of advertising as consumer habits have transformed with the rise of user-generated content and social applications. Social advertising involves consumers telling powerful stories about brands through their social networks, as consumers now have more influence than traditional media or creative agencies. For social advertising to be effective, marketers need to understand how their brands intersect with their consumers' passions and let consumers customize content and drive dialogue, rather than dictating messages themselves.
Prakash Singh presented on e-branding and online advertising. He discussed how branding makes products popular by generating desired emotions in consumers' minds. Lunarpages was used as a case study to illustrate how redesigning a website and creating a strong brand identity can significantly increase business metrics like customer base, conversion rates, and revenues. Singh also explained different online advertising models and how tools like personalization, collaboration, and customization can motivate customers. Key aspects of online advertising include creating awareness, familiarity, and positive imagery of a brand through marketing programs.
10 Digital Marketing Essentials For TechnologistsJohn Brunswick
10 Digital Marketing Essentials for Technologists takes a first pass at creating a shared understanding and language for technologists and marketers around goals, measurements and capabilities. Think of this as digital marketing bootcamp 101.
This document outlines a methodology for conducting competitive and comparative analyses of brands across the digital ecosystem. It involves mapping customer journeys, identifying relevant competitors and comparators, exploring brands' digital presences, and analyzing them according to areas of inquiry like findability, experience consistency, and social engagement. Sample deliverables include scorecards and insights into how brands communicate their identities. The methodology aims to provide strategic context and opportunities by considering brands from multiple angles.
This document outlines a methodology for conducting competitive and comparative analyses of brands across the digital ecosystem. It involves mapping customer journeys, identifying relevant competitors and comparators, exploring brands' digital presences, and analyzing them according to areas of inquiry like findability, experience consistency, and social engagement. Sample deliverables include scorecards and insights into how brands communicate their identities. The methodology aims to provide strategic context and opportunities by considering brands from multiple angles.
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
Review of The Cluetrain and The Open Brandsomisguided
Here is a 7 sentence marketing plan for Okanagan Woman magazine:
1. Okanagan Woman magazine targets busy professional women in the Okanagan region.
2. These women are always on the go and need inspiration for balancing work, family, and lifestyle.
3. Okanagan Woman is a glossy quarterly magazine focused on local stories, recipes, fashion, and events.
4. The magazine provides an escape for readers looking to learn about what's happening in their community and gain ideas for their personal and professional lives.
5. Unlike other local publications that are monthly or weekly, Okanagan Woman is a curated quarterly guide specifically for Okanagan women.
6
A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
This document provides an overview of using social media to engage customers. It discusses listening to social media conversations, sharing relevant content to build relationships, and creating high-quality content to establish thought leadership. Examples are given of analyzing social media success and best practices for platforms like Twitter and Facebook. The goal is to help businesses make the most of social media engagement and superfast broadband connectivity.
This presentation was provided by Rebecca Benner, Ph.D., of the American Society of Anesthesiologists, for the second session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session Two: 'Expanding Pathways to Publishing Careers,' was held June 13, 2024.
Online Marketing Theory: A Look at Clay Shirky and Chris Anderson's Ideassomisguided
This document summarizes key points from a presentation by Clay Shirky on online marketing and the internet revolution. Shirky discusses how the internet combines previous revolutions in printing, communication, recorded media, and broadcast media. He explains that the internet enables freedom of press, speech, and assembly through sharing, conversation, collaboration, and collective action. The presentation emphasizes that new tools change behaviors more than games and that conversation, collaboration and community are fundamental to online marketing.
The Cluetrain Manifesto (1999) and Open Brand (2008) tell us about changes in the market, technology, social media and how businesses could/and should participate.
Luxury brands face challenges in digital marketing due to tensions between exclusivity and accessibility. While luxury consumers are tech-savvy, brands must balance sharing their history without overexposure. The evolution of the internet from desktop to mobile and social media has empowered consumers. For luxury brands, digital strategies focus on brand content like behind-the-scenes videos, educational content, and archives to convey values over direct promotion. An integrated approach across websites, search, social media, mobile apps, and email is key.
The document discusses the Cluetrain Manifesto and the concept of the "Open Brand." [1] The Cluetrain Manifesto from 1999 argued that markets are conversations between networks of people, and companies should use a human voice. [2] The "Open Brand" concept from 2008 recognized that consumers now engage with each other and control brand messages through online communities. [3] For brands to survive, they must engage with consumers within their communities with transparency, authenticity, and dialogue rather than monologue.
This document discusses integrated marketing communications and promotion mix strategies for building brand equity. It outlines the information processing model of communications, which involves gaining exposure, attention, comprehension, acceptance, intention, and behavior from target audiences. The promotion mix can include advertising, public relations, direct marketing, digital media, events, and trade promotions. An effective media plan matches different communication options based on their coverage, contribution, commonality, complementarity, and cost to help move consumers' brand knowledge from current to desired levels.
Digital communications are changing rapidly as technologies converge. Marketers must use online and social media to engage with customers cost-effectively and build their brands through conversation. While not all channels suit every business, choosing the right platforms depends on where customers spend time and what formats they prefer. Maintaining open communication allows companies to respond quickly during crises. Success requires committing to an integrated strategy using valuable content to develop trust and grow communities over time.
MPub: Intro to Marketing Tactics & Principlessomisguided
This document outlines an introductory marketing course for publishers given by Monique Trottier. The course covers topics such as the history and evolution of marketing, key marketing principles and tactics, and how new technologies and social media have impacted marketing and publishing. It provides learning objectives and outlines topics to be covered including the culture of the web, social sharing and collaboration online, and how behaviors have changed with new tools. Students will watch a video on these topics and do a group exercise creating an online cookbook page collaboratively using social media tools.
Social media has shifted marketing from a one-way mass communication model to enabling conversations and building communities. Brands must listen to what communities are saying, participate authentically in conversations, and add value without overt marketing messages. Effective social media strategies identify influencers, create engaging content to build online circles of influence, and integrate social efforts with other campaigns. As relationships and conversations take precedence over traditional advertising, the role of brands and marketing will continue to evolve.
Is Social advertising the future of Advertising?Pascal Rossini
Social advertising is the future of advertising as consumer habits have transformed with the rise of user-generated content and social applications. Social advertising involves consumers telling powerful stories about brands through their social networks, as consumers now have more influence than traditional media or creative agencies. For social advertising to be effective, marketers need to understand how their brands intersect with their consumers' passions and let consumers customize content and drive dialogue, rather than dictating messages themselves.
Prakash Singh presented on e-branding and online advertising. He discussed how branding makes products popular by generating desired emotions in consumers' minds. Lunarpages was used as a case study to illustrate how redesigning a website and creating a strong brand identity can significantly increase business metrics like customer base, conversion rates, and revenues. Singh also explained different online advertising models and how tools like personalization, collaboration, and customization can motivate customers. Key aspects of online advertising include creating awareness, familiarity, and positive imagery of a brand through marketing programs.
10 Digital Marketing Essentials For TechnologistsJohn Brunswick
10 Digital Marketing Essentials for Technologists takes a first pass at creating a shared understanding and language for technologists and marketers around goals, measurements and capabilities. Think of this as digital marketing bootcamp 101.
This document outlines a methodology for conducting competitive and comparative analyses of brands across the digital ecosystem. It involves mapping customer journeys, identifying relevant competitors and comparators, exploring brands' digital presences, and analyzing them according to areas of inquiry like findability, experience consistency, and social engagement. Sample deliverables include scorecards and insights into how brands communicate their identities. The methodology aims to provide strategic context and opportunities by considering brands from multiple angles.
This document outlines a methodology for conducting competitive and comparative analyses of brands across the digital ecosystem. It involves mapping customer journeys, identifying relevant competitors and comparators, exploring brands' digital presences, and analyzing them according to areas of inquiry like findability, experience consistency, and social engagement. Sample deliverables include scorecards and insights into how brands communicate their identities. The methodology aims to provide strategic context and opportunities by considering brands from multiple angles.
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
Review of The Cluetrain and The Open Brandsomisguided
Here is a 7 sentence marketing plan for Okanagan Woman magazine:
1. Okanagan Woman magazine targets busy professional women in the Okanagan region.
2. These women are always on the go and need inspiration for balancing work, family, and lifestyle.
3. Okanagan Woman is a glossy quarterly magazine focused on local stories, recipes, fashion, and events.
4. The magazine provides an escape for readers looking to learn about what's happening in their community and gain ideas for their personal and professional lives.
5. Unlike other local publications that are monthly or weekly, Okanagan Woman is a curated quarterly guide specifically for Okanagan women.
6
A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
This document provides an overview of using social media to engage customers. It discusses listening to social media conversations, sharing relevant content to build relationships, and creating high-quality content to establish thought leadership. Examples are given of analyzing social media success and best practices for platforms like Twitter and Facebook. The goal is to help businesses make the most of social media engagement and superfast broadband connectivity.
This presentation was provided by Rebecca Benner, Ph.D., of the American Society of Anesthesiologists, for the second session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session Two: 'Expanding Pathways to Publishing Careers,' was held June 13, 2024.
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...indexPub
The recent surge in pro-Palestine student activism has prompted significant responses from universities, ranging from negotiations and divestment commitments to increased transparency about investments in companies supporting the war on Gaza. This activism has led to the cessation of student encampments but also highlighted the substantial sacrifices made by students, including academic disruptions and personal risks. The primary drivers of these protests are poor university administration, lack of transparency, and inadequate communication between officials and students. This study examines the profound emotional, psychological, and professional impacts on students engaged in pro-Palestine protests, focusing on Generation Z's (Gen-Z) activism dynamics. This paper explores the significant sacrifices made by these students and even the professors supporting the pro-Palestine movement, with a focus on recent global movements. Through an in-depth analysis of printed and electronic media, the study examines the impacts of these sacrifices on the academic and personal lives of those involved. The paper highlights examples from various universities, demonstrating student activism's long-term and short-term effects, including disciplinary actions, social backlash, and career implications. The researchers also explore the broader implications of student sacrifices. The findings reveal that these sacrifices are driven by a profound commitment to justice and human rights, and are influenced by the increasing availability of information, peer interactions, and personal convictions. The study also discusses the broader implications of this activism, comparing it to historical precedents and assessing its potential to influence policy and public opinion. The emotional and psychological toll on student activists is significant, but their sense of purpose and community support mitigates some of these challenges. However, the researchers call for acknowledging the broader Impact of these sacrifices on the future global movement of FreePalestine.
This document provides an overview of wound healing, its functions, stages, mechanisms, factors affecting it, and complications.
A wound is a break in the integrity of the skin or tissues, which may be associated with disruption of the structure and function.
Healing is the body’s response to injury in an attempt to restore normal structure and functions.
Healing can occur in two ways: Regeneration and Repair
There are 4 phases of wound healing: hemostasis, inflammation, proliferation, and remodeling. This document also describes the mechanism of wound healing. Factors that affect healing include infection, uncontrolled diabetes, poor nutrition, age, anemia, the presence of foreign bodies, etc.
Complications of wound healing like infection, hyperpigmentation of scar, contractures, and keloid formation.
🔥🔥🔥🔥🔥🔥🔥🔥🔥
إضغ بين إيديكم من أقوى الملازم التي صممتها
ملزمة تشريح الجهاز الهيكلي (نظري 3)
💀💀💀💀💀💀💀💀💀💀
تتميز هذهِ الملزمة بعِدة مُميزات :
1- مُترجمة ترجمة تُناسب جميع المستويات
2- تحتوي على 78 رسم توضيحي لكل كلمة موجودة بالملزمة (لكل كلمة !!!!)
#فهم_ماكو_درخ
3- دقة الكتابة والصور عالية جداً جداً جداً
4- هُنالك بعض المعلومات تم توضيحها بشكل تفصيلي جداً (تُعتبر لدى الطالب أو الطالبة بإنها معلومات مُبهمة ومع ذلك تم توضيح هذهِ المعلومات المُبهمة بشكل تفصيلي جداً
5- الملزمة تشرح نفسها ب نفسها بس تكلك تعال اقراني
6- تحتوي الملزمة في اول سلايد على خارطة تتضمن جميع تفرُعات معلومات الجهاز الهيكلي المذكورة في هذهِ الملزمة
واخيراً هذهِ الملزمة حلالٌ عليكم وإتمنى منكم إن تدعولي بالخير والصحة والعافية فقط
كل التوفيق زملائي وزميلاتي ، زميلكم محمد الذهبي 💊💊
🔥🔥🔥🔥🔥🔥🔥🔥🔥
Beyond Degrees - Empowering the Workforce in the Context of Skills-First.pptxEduSkills OECD
Iván Bornacelly, Policy Analyst at the OECD Centre for Skills, OECD, presents at the webinar 'Tackling job market gaps with a skills-first approach' on 12 June 2024
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.pptHenry Hollis
The History of NZ 1870-1900.
Making of a Nation.
From the NZ Wars to Liberals,
Richard Seddon, George Grey,
Social Laboratory, New Zealand,
Confiscations, Kotahitanga, Kingitanga, Parliament, Suffrage, Repudiation, Economic Change, Agriculture, Gold Mining, Timber, Flax, Sheep, Dairying,
BIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptx
SFU Pub355: Chris Anderson's The Long Tail and How It Affects Book Publishing
1. The Long Tail
PUB 355: September 17, 2010
by Monique Trottier
monique@boxcarmarketing.com
You should follow me on twitter @boxcarmarketing
2. The Theory of the Long Tail
• With the web, the cost of reaching customers has
fallen dramatically.
• More choice in the market significantly changes
consumption patterns.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
3. • We’ve moved from consuming a small number of
hits and bestsellers to a large number of niche
products.
• Example: Amazon and iTunes
• Source: http://www.novelr.com/2008/02/08/the-long-tail-and-online-fiction-how-to-get-
read
monique@boxcarmarketing.com
twitter: @boxcarmarketing
4. The Cost of Reaching Consumers Has
Dropped because of 3 Factors:
• Democratization of the tools for production
• Democratization of distribution
• The ability to connect supply with demand
monique@boxcarmarketing.com
twitter: @boxcarmarketing
5. Democratization:
Tools of Production
• Personal computers, the internet and cheap
technology have given the majority of people
access to tools of production:
• Blogging software like WordPress is free.
• Video and music production software is cheap
- iMovie and GarageBand come pre-installed
on macs.
• Production costs are no longer a major barrier to
entry.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
6. Democratization of Distribution
• With the web, anyone can distribute – there are
no geographical limits and no costs of physical
shelf space or warehousing.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
7. The Ability to Connect
Supply With Demand
• In the past, we found products through mass
media (TV, radio, newspapers and magazines).
• We are in a period of transition, where we now
also finding products by searching online and
reading peer reviews.
• The web allows us to find niche goods that are
tailored to our personal tastes and areas of
interest.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
9. What the Long Tail Means
for Marketing
• The examples of Amazon and iTunes shows us that customers have
more and more products to choose from.
• Just 25 years ago there were, GUESS HOW MANY
• Running shoe styles
• Over-the-counter pain relievers
• Soft drink brands
• Types of milk
• Choices on a McDonald's menu
monique@boxcarmarketing.com
twitter: @boxcarmarketing
10. What the Long Tail Means
for Marketing
• As marketers, we need to find ways to stand out. But how?
• The media landscape has changed. It’s more fragmented. There are
more tv channels, more radio channels, more magazines, more news
sources … This means that as marketers we can’t depend on “mass
media” because it’s not reaching the same “mass audience”.
• Audience attention is fragmented.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
11. • There are 2 ways to think about the Long Tail.
• What it tell us about the market
(number of products, choice architecture)
• What it tells us about marketing
(mass market vs. niche markets)
• Chris Anderson’s “long tail” theory urges publishers to forget hit-
making and instead to take advantage of the near-zero cost of digital
distribution to try and make money from selling small numbers of a
lot of different titles.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
12. With the Long Tail, Publishers
Should Be Asking Themselves:
• How do I take my book or newspaper content
and sell it in all different channels?
• If I can’t sell exactly the same thing, because
we’ve trained people to think that things online
are free, then what can I get them to pay for?
• Or, how do I just communicate to my audience in
all the places where they are, rather than forcing
them to come to my channel, my newspaper, my
website?
monique@boxcarmarketing.com
twitter: @boxcarmarketing
13. What’s Fascinating about Google,
Amazon, Netflix, iTunes
• Their business model is the clue to how customers behave in
markets of infinite choice.
• Those companies are at the head because they’ve build business
models based on availability, trusted sources, filtering, searchability
and discovery. Those players have the attention because they’re
using technology that responds to what users want to do.
• People no longer only buy what’s available. They buy what they
want. And if they can’t find exactly what they want right away, there’s
the internet—someone, somewhere is offering exactly what they
want.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
14. Anderson says:
• Publishers no longer have packaging,
manufacturing, distribution or inventory
management.
• You only have finding, making, and marketing.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
15. Did anyone do the math?
• For a popular album that sells 300,000 copies, the creative costs work
out to about $7.50 per disc, or around 60 cents a track.
• Add to that the actual cost of delivering music online, which is
mostly the cost of building and maintaining the online service rather
than the negligible storage and bandwidth costs. Current price tag:
around 17 cents a track.
• By this calculation, hit music is overpriced by 25 percent online - it
should cost just 79 cents a track, reflecting the savings of digital
delivery.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
16. So what’s the
business model?
monique@boxcarmarketing.com
You should follow me on twitter @boxcarmarketing