“Long Tail Theory“ as part of a new media marketing

Diana Smirnova

“Long Tail Theory“ as part of a new media marketing

“Long Tail Theory“

Chris Anderson (born 1961) is editor-in-chief of Wired, which has won a National Magazine Award

for general excellence three times during his tenure. He wrote an article in the magazine entitled

The Long Tail, which he expanded upon in the book The Long Tail: Why the Future of Business Is Selling Less of More (2006). He currently lives

in Berkeley, California, with his wife and five children. He is the founder and chairman of

BookTour.com.

“Long Tail Theory“

Millions of small sales - is an

effective business.

No rent, no cost of production (like

iTunes)

and low

cost distribution.

In the older generation of web, business was still following the “80:20 theory”

However in today’s Web 2.o, everyone is able to publish content, and everyone is able to make money in the Internet with

marketing, and this has led to “Long Tail Theory“. This theory states that the rest 80% of users or products become

important again in Web 2.o.

“Long Tail Theory“

Aspect Business Example

1 Democratization of the means

(fixed assets) of production

Manufacturing of products and tools

in the "long tail"

Digital video cameras, available

software for editing music and

video tools for blogging

2 Democratization of distribution

Organization of supply in the

"long tail"

Amazon, Netflix, eBay, iTunes

3 Association of supply and

demand

Filters in the "long tail“

groundswell

Google, blogs, advice Rhapsody

bestseller list.

Filters in the "long tail“

New Media Marketing: The creation and management 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 feeds and 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 .

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.

Filters in the "long tail“

New Marketing

1) Basis is not innovation, it is the consumer benefits."What game I can chose, and what attributes to this game, you can offer me?

2) The proposed requirements, together with the means to meet them.New marketing will not offer new products it offer new needs.

Thank you for your attention