Book Review The Long Tail
Book Review The Long Tail
The Long Tail is one of those “ahh haa” books. The insights that Anderson developed as editor in chief of Web 2.0 magazine have become the guiding force for many companies today. Many company executives have read the book so many times that the author’s insights have become an integral part – consciously or subconsciously – of their strategic thinking.
To understand the impact of the long tail you only have to look at Google, Amazon and NetFlix to mention a few firms.
While there are – and will always be – smash hit content and products that fill store shelves and theaters, consumers now have more options. Today’s web economy offers a seemingly infinite inventory to choose from. NetFlix certainly carries all of the current movie hits and sends them to customers by the thousands every day. At the same time they have an inventory of more than 70,000 relatively obscure titles that appeal to a very narrow segment of consumers. They can find their “brand” of entertainment and enjoy it without spending hours, days or even months searching for that one rare copy.
Rhapsody, iTunes, ArtistServer and other online music outlets give consumers – young and old – a global selection of music that suits their taste. , ArtistServer, ArtistServer
And the intelligent software that all of these firms use also uses the consumer’s requests to present content and products that share common points thus giving consumers even more opportunities…to buy.
Anderson shows how organizations and their communications people can gain invaluable insight into their customers’ and partners’ wants and needs to develop new products/solutions and relationships.
Does Anderson forecast the disappearance of mass produced products/services?
No but he does a very thoughtful analysis of how important niche markets can be for firms. In many instances the firms that focus on niches will most certainly sell smaller volumes of product but they will do it more profitably and they will do it with greater customer loyalty.
Anderson developed what he calls the 98 Percent Rule,” which means that 98 percent of the products/services available online will be sold at least once. While he developed the concept/theory at the early stages of the second generation of the Internet, many have found that his projections are not always valid.
Only time will prove or disprove Anderson’s thesis. But despite this and the fact that the book suffers from considerable repetition, it is valuable to communications people – and management at large – who must increasingly reach customers on a 1:1 basis.
While Anderson focuses most of his coverage in the book on media and entertainment companies, it is interesting to note that firms like Wal-Mart, Macy’s and Nordstrom’s have developed their own versions of the long tail.
These companies carry the most popular proudcts in their stores but have an online “inventory” of products that is often 4-5 times larger. Many customers seldom step foot in the brick and mortar store yet they “visit” the store regularly to find new and unique items. More importantly…they buy!
Anderson’s book – despite his redundancies – gives you a new understanding of niche marketing and niche customer relations. We no longer have three TV networks. We have an almost unlimited number of choices over the air and across the Internet. In a growing number of instances, firms have taken advantage of this phenomenon to develop their own on-line shows and educational/informational events.
Your company doesn’t need to each 100 million prospective customers. What it needs to do is reach one million of the right customers – business and consumer. It needs to reach them in a consistent manner with the correct product, service and information. Anderson gives you the background, guidance and tools you need to know how to reach these customers and build a strong relationship with this niche market.
The Long Tail is more than just a business book…it is the way you will reach and communicate with customers in the 21st century!
##########
Book Review The Long Tail - To learn more about this author, visit Andy Marken's Website.
Like this article? Share it with your friends
In the technology industry – especially in the Web 2.0 world – few people don’t know – and use – the phrase the long tail. Unfortunately, the majority of the users haven’t spent much time understanding the thinking and the impact of the new economics.
The Long Tail is one of those “ahh haa” books. The insights that Anderson developed as editor in chief of Web 2.0 magazine have become the guiding force for many companies today. Many company executives have read the book so many times that the author’s insights have become an integral part – consciously or subconsciously – of their strategic thinking.
To understand the impact of the long tail you only have to look at Google, Amazon and NetFlix to mention a few firms.
While there are – and will always be – smash hit content and products that fill store shelves and theaters, consumers now have more options. Today’s web economy offers a seemingly infinite inventory to choose from. NetFlix certainly carries all of the current movie hits and sends them to customers by the thousands every day. At the same time they have an inventory of more than 70,000 relatively obscure titles that appeal to a very narrow segment of consumers. They can find their “brand” of entertainment and enjoy it without spending hours, days or even months searching for that one rare copy.
Rhapsody, iTunes, ArtistServer and other online music outlets give consumers – young and old – a global selection of music that suits their taste. , ArtistServer, ArtistServer
And the intelligent software that all of these firms use also uses the consumer’s requests to present content and products that share common points thus giving consumers even more opportunities…to buy.
Anderson shows how organizations and their communications people can gain invaluable insight into their customers’ and partners’ wants and needs to develop new products/solutions and relationships.
Does Anderson forecast the disappearance of mass produced products/services?
No but he does a very thoughtful analysis of how important niche markets can be for firms. In many instances the firms that focus on niches will most certainly sell smaller volumes of product but they will do it more profitably and they will do it with greater customer loyalty.
Anderson developed what he calls the 98 Percent Rule,” which means that 98 percent of the products/services available online will be sold at least once. While he developed the concept/theory at the early stages of the second generation of the Internet, many have found that his projections are not always valid.
Only time will prove or disprove Anderson’s thesis. But despite this and the fact that the book suffers from considerable repetition, it is valuable to communications people – and management at large – who must increasingly reach customers on a 1:1 basis.
While Anderson focuses most of his coverage in the book on media and entertainment companies, it is interesting to note that firms like Wal-Mart, Macy’s and Nordstrom’s have developed their own versions of the long tail.
These companies carry the most popular proudcts in their stores but have an online “inventory” of products that is often 4-5 times larger. Many customers seldom step foot in the brick and mortar store yet they “visit” the store regularly to find new and unique items. More importantly…they buy!
Anderson’s book – despite his redundancies – gives you a new understanding of niche marketing and niche customer relations. We no longer have three TV networks. We have an almost unlimited number of choices over the air and across the Internet. In a growing number of instances, firms have taken advantage of this phenomenon to develop their own on-line shows and educational/informational events.
Your company doesn’t need to each 100 million prospective customers. What it needs to do is reach one million of the right customers – business and consumer. It needs to reach them in a consistent manner with the correct product, service and information. Anderson gives you the background, guidance and tools you need to know how to reach these customers and build a strong relationship with this niche market.
The Long Tail is more than just a business book…it is the way you will reach and communicate with customers in the 21st century!
##########
Book Review The Long Tail - To learn more about this author, visit Andy Marken's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
|||
Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
|||
Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
|||
Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Andy's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 The Entrepreneurial Sweet Spot Free Marketing Plan Template Making Networking Work Business Financing Integrity Guide |
|
 | ||
 |
Top 50 Political Blogs
Top Political Blogs of 2009 | |
 |
Top 50 Debt Blogs
Learn To Get Out Of Debt | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||||
| ||||||||||||
|
|
||||||||||||