The Creative Alliance, Strategic Marketing, Interactive, Public Relations

The Long Tail Endures

With a few years under its metaphorical belt, the Long Tail idea persists and persuades. When Chris Anderson coined “The Long Tail” in a 2004 article, and followed up with his landmark book by the same title in 2006, he cited several examples of evolving economies in which businesses are selling less of more, enabled by online technologies.

Hits to Niches
Target marketing has always been a powerful concept in the marketing arena. More productive and cost-effective than a scattershot approach, target marketing involves getting the right message to the right audience at the right time. Targeted marketing breaks through the clutter, speaks the audience’s language, and warms the environment for sales. With technology continuing to enable all sorts of businesses to provide not just products and services of mainstream appeal, but niche or targeted offerings that appeal to many smaller audiences, we expect to see Long Tail economies in effect, and growing, for some time to come.