Amazon: We sold more books today that didn't sell at all
yesterday than we sold today of all the books that did sell
The drive to build a market and obtain revenue from the consumer demographic of the long tail
has led businesses to implement a series of long-tail marketing techniques, most of them based on
extensive use of internet technologies. Among the most representative are:
● New media marketing: The building and managing 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 feedsand 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 and standalonemicrosites.
● 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
● Demand-side platforms/DSPs: Similar to how search engine marketing monetizes the long tail
of keywords, auction-oriented buying/selling mechanisms are also viable to help monetize the
long tail of ad impressions available across niche publishers in the display advertising realm.
Publishers utilize these ad exchange environments, such as Right Media or AdECN, to
efficiently sell display inventory that might otherwise go unsold through direct sales force
operations. As a result, by January 2011 between 20-25% of all US ad spending was derived
from long tail advertisers.
Märkte sind Gespräche
Will it Blend? 2006-
The campaign took off almost instantly. We have definitely felt an impact in sales. Will it
Blend has had an amazing impact to our commercial and our retail products.
Blendtec now sells Will It Blend? merchandise, including a spoof shirt with the slogan "Tom
Dickson is my Homeboy"
It’s going to be fast-paced, bit-sized, and is shifting
from broadcast concepts to bi- or even mulitdirectional
25% of entertainment (or content) will be created and consumed
within peer communites.
Nokia Report, A Glimpse of the Next Episode, 2008
B2C vs. B2C+C2C imp ong
●Example: Adidas and EA
● $ 1,87-1,19 per purchase intent B2C only
● with momentum effect $ 0,40-0,34
● 3 times higher value creation
● The latter accounts for 75% of the value creation
● What‘s necessary?
● Give the users something to share; ..... as a symbol &
● Brand = persona (emotional level - brand feeling)
● Be functionally viral
● Conventional communication (Ads, PR)
Ideavirus! Viral Marketing
● The platform itself plus communication initiaves
need to enable the users to do the marketing
● Provide a unique benefit
● (the app) itself needs to support influencers
● Build and maintain a network of influencers
not what social media communities can do for your brand —
but what your brand can do for social media
communities? Advertisers need to start with this
question and work backward to marketing goals. Providing
value to social media communities will be the new cost
to distribute marketing messages in the social
Social media marketing is all about learning to
share, contribute and provide value to others
in as many different and complementary ways.
The better you become at doing this, the greater
opportunities to significantly increase your online
visibility, authority and reputation.
Massimo Burgio, SEO Expert