Introducing the Wide Tail
What is the Long Tail?
Introducing the Wide Tail
10,000 books
200,000 books
1,800,000 books
What is the Long Tail? Ecommerce“The term long tail has gained popularity in recent times as describing the retailing strategy of selling a large number of unique items with relatively small quantities sold of each – usually in addition to selling fewer popular items in large quantities”
Introducing the Wide Tail
Source: http://en.wikipedia.org/wiki/Long_tail
What is the Long Tail? Search
Introducing the Wide Tail
Source: http:/www.guruofsearch.com
What is the Long Tail? Video
Introducing the Wide Tail
Source: http://www.kpcb.com/insights/2013-internet-trends/
What is the Long Tail? Content
Introducing the Wide Tail
Source: http://www.kpcb.com/insights/2013-internet-trends/
What Does This Feel Like?
Introducing the Wide Tail
Source: geektyrant.com
The Long Tail Impacts Three Groups
Introducing the Wide Tail
Publishers
MarketersConsumers
For Consumers
Introducing the Wide Tail
Good News Bad News
For Publishers
Introducing the Wide Tail
Good News Bad News
Source: http://www.emarketer.com/Article/Spotlight-on-UGC-Participants/1006914
For Marketers
Introducing the Wide Tail
Image Source: Optimine.com
So What Is The Wide Tail?
Introducing the Wide Tail
• Partial value from many sources & devices (Consumers and Marketers)
• Conscious destruction of the long tail (Publishers)
• Simple answers derived from complex data (Publishers)
What is the Wide Tail? Consumer Choice
Introducing the Wide Tail
Internet
Search
Social
Mobile
Gaming
Eommernce
Content
Consumer Search Intent Over Time
Introducing the Wide Tail
Source: http://www.google.com/trends/explore#q=facebook%2C%20google%2C%20youtube%2C%20yahoo%2C%20twitter&geo=US&cmpt=q
Device Diversity Over Time
Introducing the Wide Tail
Source: http://marketingland.com/its-a-post-pc-world-smartphones-tablets-outpace-traditional-pc-growth-8951
The Internet of Things
Introducing the Wide Tail
Source: http://www.symplio.com/2011/09/4-infographics-about-internet-of-things/
Social Network Choices Today
Introducing the Wide Tail
Source: http:/www.lumapartners.com
Gaming Choices Today
Introducing the Wide Tail
Source: http://www.lumapartners.com/lumascapes/gaming-lumascape/
Wide Tail Examples - Consumers
Introducing the Wide Tail
Long Tail Buying Process Wide Tail Buying Process
“Shoes”
“Leather Shoes from Italy”
Prada 3 inch pumps made
in Italy”
Pinterest Collection of “Cute Shoes for 2012”
YouTube Video “Best Prada
Shoes”Prada 3 inch pumps made
in Italy”
Wide Tail Example - Marketers
Introducing the Wide Tail
The Wide Tail Challenge For Marketers
Introducing the Wide Tail
Source: http://www.slideshare.net/fullscreen/tkawaja/lumas-state-of-the-state-at-dms13/1
The Wide Tail Challenge For Marketers
Introducing the Wide Tail
Source: http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/
Online Marketing Spend Over Time
Introducing the Wide Tail
Publishers are Reacting to the Wide Tail by Trying to Contain It
Introducing the Wide Tail
Source: http://3.bp.blogspot.com/-8hXrU98qqIc/UKGf6GFajaI/AAAAAAAAGIg/1QuAkt8EudQ/s1600/herding_cats.jpg
Intra-Site Wide Tail - Aggregation
Introducing the Wide Tail
Intra-Site Wide Tail - Curation
Introducing the Wide Tail
Intra-Site Wide Tail - Curation
Introducing the Wide Tail
Intra-Site Wide Tail - Collaborative Filtering
Introducing the Wide Tail
Intra-Site Wide Tail - Ranking
Introducing the Wide Tail
Intra-Site Wide Tail - Presentation Layers
Introducing the Wide Tail
Intra-Site Wide Tail - Personalization
Introducing the Wide Tail
Intra-Site Wide Tail - Personalization
Introducing the Wide Tail
Intra-Site Wide Tail - Forcing Mechanisms
Introducing the Wide Tail
Conclusions
Introducing the Wide Tail
• The long tail continues to grow rapidly online• Consumers, however, are actually acting in a wide tail
fashion• Marketers must follow consumer behavior and adopt a
wide tail marketing approach• Publishers are creating wide tail experiences in an attempt
to keep consumer wide tail behavior contained to their properties
