If you’ve taken marketing classes, then you know that marketers focus on developing products and services deemed most likely to sell and to generate the most revenue. The promotion effort is devoted to the 20% of the market who will buy about 80% of what the marketer peddles. While that might be conventional wisdom there is a new game in town and it’s called the “Long Tail.” The Long Tail is comprised of all the more obscure “stuff” that has a limited audience and that the big mass marketers typically ignore. But what if someone can pull that “stuff” together at a fairly low cost and make it available? Not only make it available, but make it fairly easy to find? Think Amazon. Think Netflix. Think Rhapsody. Chris Anderson’s article, “The Long Tail” explains this applies to the entertainment industry – DVDs, CDs and books. It’s a must read for marketing students!
The Long Tail
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