Even though it’s nearly a decade old, I still think that ‘The Long Tail: Why the Future of Business is Selling Less of More,’ by Chris Anderson has a lot of good insight into how internet business works.
In the long tail, Chris Anderson describes the personalized marketplace. Instead of a one-size-fits-most bestseller, you have dozens of specialized products that serve smaller markets better. That is the essence of online marketing. If you make a campaign to be The Best Shoe for everyone you’ll fail. Instead, you want to sell the best shoe for the person viewing that page. (and have dozens or thousands of shoes to choose from).
As a marketer, this can feel counter-intuitive. The dream of having a blockbuster, best-selling product is a tempting one. But the reality is that best sellers aren’t where your revenue potential is. Online, you don’t have to worry about having a limited sales floor. You can sell as many products as you want, and more importantly, customers don’t all want the same thing. Learning this distinction is vital as a marketer, and I feel that the examples used in this book are still relevant today.
Want to read more reviews of this book or buy it? Check out the links below:
Contributor: Jason Bauman