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Strategic Marketing & Planning
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Marketing in a long tail modeViews: 424
Sep 21, 2006 1:00 pmMarketing in a long tail mode#

Tejas Lagad
We have all been too used to the 80-20 rule. Most of our books, strategies, theories are based on being able to make the most of the 20% of customers that bring in 80% of business.

The Long Tail theory is quite a disruption. It says the total area in the tail of a bell curve is greater than that near the peak, simply because the tail is long.

It seems both Amazon.com and Netflix.com earn a larger percentage of their profits from relatively obscure, niche books and movies than from rentals and purchases of best sellers and blockbusters.

I would like to invite your thoughts on how this shifts the marketing paradigms. How do we position and sell to the long tail audience... or do we need to?

Private Reply to Tejas Lagad

Sep 21, 2006 8:57 pmre: Marketing in a long tail mode#

Reg Charie
>>I would like to invite your thoughts on how this shifts the marketing paradigms. How do we position and sell to the long tail audience... or do we need to?

Yes we do but not at the expense of visitors coming to a site using the short tail (Broad search terms).

Long tail visitors (Using specific search terms like product codes etc.) are easier to convert into sales.
Getting long tail listings is more easily done when using SEO as the competing sites are much fewer.

However as in real world retail, "You have to get customers into your store before you can make a sale".

Reg

Private Reply to Reg Charie

Oct 03, 2006 2:20 amre: re: Marketing in a long tail mode#

Cijaye DePradine
Very well said REG! Love your feedback on this one. Could not have said it much better myself.

Great to have you here.

Best regards...

Cijaye DePradine
Principal Marketing/Media Strategist
http://www.cijayecreative.com
http://www.jumpstartexperience.com

Private Reply to Cijaye DePradine

Oct 03, 2006 2:54 amre: re: re: Marketing in a long tail mode#

Sandeep Budhiraja
Hi Tejas,
Interesting point you have. For all niche products the holding costs and sourcing costs would be higher and sales volume lower.
So the ROI on such long tail visitors who are not that frequent would be much lesser than on the short tail visitors.
Cheers
Sandeep

Private Reply to Sandeep Budhiraja

Oct 03, 2006 3:27 amre: re: re: re: Marketing in a long tail mode#

Reg Charie
>>So the ROI on such long tail visitors who are not that frequent would be much lesser than on the short tail visitors.

Perhaps in some instances Sandeep but not necessarily true.

Long tail search terms apply to high volume inventory as well as niche products.

It is the method that counts, not the product.

Thanks for the kind words Cijaye.
SEO is my passion.

Reg

Private Reply to Reg Charie

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