the long tail

[5] The term has also been used in the finance[6] and insurance business[7] for many years. Some relevant forms of these new production models are: The demand-side factors that lead to the long tail can be amplified by the "networks of products" which are created by hyperlinked recommendations across products. When the cost of inventory storage and distribution fall, a wide range of products become available. Your recently viewed items and featured recommendations, Select the department you want to search in, No Import Fees Deposit & $9.48 Shipping to Singapore. The Long Tail: Why the Future of Business is Selling Less of More. Why Target Long Tail Keywords? 48 Issue 3, pp 313–319, 7 p, 2 graphs, The Long Tail: Why the Future of Business Is Selling Less of More, The Long Tail: Why the Future of Business is Selling Less of More, Learn how and when to remove this template message, "The Father of Long Tails. All day he bellowed, blustered and belched from his throne atop a tall, glassy tower in the big city. Anderson realized that this was due to Amazon's recommendations. Please try again. Before goods can be put on shelves, they have to be made, and so Anderson identifies the first force of the Long Tail as "democratizing the tools of production. 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. as examples of businesses applying this strategy. Hachette Books; Revised edition (July 8, 2008), Reviewed in the United States on April 8, 2015. He drank martinis for lunch. The book was listed in The New York Times Nonfiction Best Sellers list. The events at the far end of the tail have a very low probability of occurrence. .orange-text-color {font-weight:bold; color: #FE971E;}Ask Alexa to read your book with Audible integration or text-to-speech. It is a term used in online business, mass media, micro-finance (Grameen Bank, for example), user-driven innovation (Eric von Hippel), knowledge management, and social network mechanisms (e.g. The Long Tail “Long Tail Business Models are about selling less of more by focussing on offering a large amount of niche products, while each item sells relatively infrequently.” Aggregate sales of niche products can be as profitable as the traditional sales model, where a small amount of bestsellers account for most revenues. An Amazon employee described the long tail as follows: "We sold more books today that didn't sell at all yesterday than we sold today of all the books that did sell yesterday."[14]. Only 3 left in stock - order soon. Use of the phrase the long tail in business as "the notion of looking at the tail itself as a new market" of consumers was first coined by Chris Anderson. [12] The concept drew in part from a February 2003 essay by Clay Shirky, "Power Laws, Weblogs and Inequality",[13] which noted that a relative handful of weblogs have many links going into them but "the long tail" of millions of weblogs may have only a handful of links going into them. What is unusual about a long-tailed distribution is that the most frequently occurring 20% of items represent less than 50% of occurrences; or in other words, the least frequently occurring 80% of items are more important as a proportion of the total population. Anderson responded by stating that the study's findings are difficult to assess without access to its data. In an article published in 2003, these authors showed that, while most of the discussion about the value of the Internet to consumers has revolved around lower prices, consumer benefit (a.k.a. Brynjolfsson, Erik; Yu (Jeffrey) Hu, and Michael D. Smith. (2011). It was shortlisted for the Financial Times and Goldman Sachs Business Book of the Year Award on 18 September 2006. To calculate the overall star rating and percentage breakdown by star, we don’t use a simple average. The Long Tail philosophy presumes that our culture and financial system is gradually moving away from a focus on a relatively small number of “hits” (typical products and marketplaces) at the head of the demand curve and to a large number of niches in the tail. In statistics, the term long-tailed distribution has a narrow technical meaning, and is a subtype of heavy-tailed distribution. Long Tail business models benefit from low [31], The adoption of video games and massively multiplayer online games such as Second Life as tools for education and training is starting to show a long-tailed pattern. Consider the screenshot below from seoClarity, a SaaS platform. The Future of Work: ‘The Long Tail,’ by Aliette de Bodard “Everyone onboard the scavenging habitat knew there was no correlation between the unreality and what lay underneath.” Facebook For the thousands of SolarWinds customers who may have installed a trojaned update planted by attackers earlier this year, the next few days and weeks will be tense and stressful as the incident response teams work to determine what, if any, damage has been done. offerings which are in less demand compared to the actual popular product This can, in turn, have the effect of reducing demand for the most popular products. Looked at from the producers' side, the long tail has made possible a flowering of creativity across all fields of human endeavour. Appl. The LT and AT … This book has succeeded in making me think much deeper about the power of scale, especially when it come to the Internet. They then quantified the potential value of the long tail to consumers. An 80/20 rule fits the distribution of product sales in the catalog channel quite well, but in the Internet channel, this rule needs to be modified to a 72/28 rule in order to fit the distribution of product sales in that channel. 5.0 out of 5 stars 1. Instead of, as Anderson likes to put it "hit culture" we better get used to "niche culture". His stubby but magical golden tail was admired by all. In addition, their new methodology finds that, while the widely used power laws are a good first approximation for the rank-sales relationship, the slope may not be constant for all book ranks, with the slope becoming progressively steeper for more obscure books. Reviewed in the United Kingdom on August 29, 2017, Excellent, excellent book that describes (amongst much else) how and why Amazon is such a success, Reviewed in the United Kingdom on October 31, 2013. In his Wired article Anderson opens with an anecdote about creating a niche market for books on Amazon. Look it up now! In those cases the infrequent, low-amplitude (or low-revenue) events – the long tail, represented here by the portion of the curve to the right of the 20th percentile – can become the largest area under the line. In statistics and business, a long tail of some distributions of numbers is the portion of the distribution having many occurrences far from the "head" or central part of the distribution. I found this something like a scrapbook of impressions, facts and notes taken on a journey of discovery with Anderson as a sort of Lewis and Clark of the post 2000 internet world. They are willing to tell the manufacturer what they really want and how it should work. A study by Erik Brynjolfsson, Yu (Jeffrey) Hu, and Michael D. Smith[17] finds that the long tail has grown longer over time, with niche books accounting for a larger share of total sales. Long Tail Kitty: Come Out and Play. Some of the most successful Internet businesses have used the long tail as part of their business strategy. Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. The long tail was popularized by Chris Anderson in an October 2004 Wired magazine article, in which he mentioned Amazon.com, Apple and Yahoo! [15] The term has since been rederived from an XY graph that is created when charting popularity to inventory. The Long Tail By YI SHUN LAI | 03 DEC 2020 Tigertail (2020) The other day, I watched “Tigertail,” Alan Yang’s Netflix movie about a man coming to grips with both … The word "jaeger" is derived from the German word Jäger, meaning "hunter". Share. Those economics of storage and distribution then enable the advantageous use of the long tail: for example, Netflix finds that in aggregate, "unpopular" movies are rented more than popular movies. The difference in the sales distribution is highly significant, even after controlling for consumer differences. [37] On his blog, Chris Anderson responded to the study, praising Elberse and the academic rigor with which she explores the issue but drawing a distinction between their respective interpretations of where the "head" and "tail" begin. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. These niche products open opportunities for suppliers while concomitantly satisfying the demands of many individuals – therefore lengthening the tail portion of the long tail. The strategy of long tail marketing can be great if it is used in the right way. Long tail sellers change the shape of demand from “blockbuster” or “superstars” to selling large numbers of unique, niche items. It also analyzes reviews to verify trustworthiness. Goodbye Pareto principle, welcome the new distribution. In addition, the increase in product variety reduces the impact of user reviews on popular products more than it does on niche products. The authors also look toward the future to discuss second-order, amplified effects of Long Tail, including the growth of markets serving smaller niches. Their voices, sometimes very sweet, went unnoticed. Long tail keywords: unicorn games online, unicorn costumes for kids, unicorn videos on youtube. ロングテール(英: long tail )とは、インターネットを用いた物品販売の手法、または概念の1つであり、販売機会の少ない商品でもアイテム数を幅広く取り揃えること、または対象となる顧客の総数を増やすことで、総体としての売上げを大きくするものである。 Given the diminishing cost of communication and information sharing (by analogy to the low cost of storage and distribution, in the case of e-tailers), long-tailed user driven innovation will gain importance for businesses. The Manx Cat,the powerful King of the Land of Hollyork,was fat and smoked big cigars. They found that a large proportion of Amazon.com's book sales come from obscure books that were not available in brick-and-mortar stores. "Journal of Advertising Research" (Sep 2008) Vol. to envision a time in which game-based training devices or simulations will be available for thousands of different job descriptions. Because online video rental provider (such as Amazon.com or Netflix) stocks movies in centralized warehouses, its storage costs are far lower and its distribution costs are the same for a popular or unpopular movie. Definition of the long tail in the Idioms Dictionary. [40][41], "Long-tailed distribution" redirects here. .orange-text-color {font-weight:bold; color: #FE971E;}Enjoy features only possible in digital – start reading right away, carry your library with you, adjust the font, create shareable notes and highlights, and more. But where the long tail works, minority tastes become available and individuals are presented with a wider array of choices. consumer surplus) from access to increased product variety in online book stores is ten times larger than their benefit from access to lower prices online. The Long Tail is a book I recommend all my clients to read. For example, a traditional movie rental store has limited shelf space, which it pays for in the form of building overhead; to maximize its profits, it must stock only the most popular movies to ensure that no shelf space is wasted. The Tails of Two Cats: Manx and Maine Coon, Reviewed in the United States on January 16, 2013. There was a problem loading your book clubs. These purely digital retailers also have almost no marginal cost, which is benefiting the online services, unlike physical retailers that have fixed limits on their products. These may not always attract the highest level of viewership, but their business distribution models make that of less importance. A methodology that helps here is long-tail analysis, an approach that looks for very weak signals from attackers who are technologically savvy enough to … It created the hit records, movies and books. Anderson, Chris (December 13, 2004)"The Long Tail" issue 10.01. Among the most representative are: The long tail has possible implications for culture and politics. [39], Also in 2008, a sales analysis of an unnamed UK digital music service by economist Will Page and high-tech entrepreneur Andrew Bud found that sales exhibited a log-normal distribution rather than a power law; they reported that 80% of the music tracks available sold no copies at all over a one-year period. Similarly, mass-market distributors like Blockbuster may be threatened by distributors like LoveFilm, which supply the titles that Blockbuster doesn't offer because they are not already very popular. Its aim is to offer very small credits to lower-middle to lower class and poor people, that would otherwise be ignored by the traditional banking business. Our payment security system encrypts your information during transmission. [30] The internet has opened up larger territories to sell and provide its products without being confined to just the "local Markets" such as physical retailers like Target or even Walmart. This concept focuses on the ability to profit by offering something that is specific and harder to find elsewhere, rather … The entire world hung on his every word, as they watched their Magic Picture Tubes and reacted to every twitch of his tiny, yet magical tail. In the graph shown above, Amazon's book sales would be represented along the vertical axis, while the book or movie ranks are along the horizontal axis. An MIS Quarterly article by Gal Oestreicher-Singer and Arun Sundararajan shows that categories of books on Amazon.com which are more central and thus influenced more by their recommendation network have significantly more pronounced long-tail distributions. It is important to understand why some distributions are normal vs. long tail (power) distributions. Long tail definition at Dictionary.com, a free online dictionary with pronunciation, synonyms and translation. It shows the demand for keywords related to batteries, from frequently searched terms at the top to low-volume queries at the bottom. Reviewed in the United States on August 13, 2011. Examples of behaviors that exhibit long-tailed distribution are the occurrence of certain words in a given language, the income distribution of a business or the intensity of earthquakes (see: Gutenberg–Richter law). [38] Similar results were published by Serguei Netessine and Tom F. Tan, who suggest that head and tail should be defined by percentages rather than absolute numbers. Find all the books, read about the author, and more. Television is a good example of this: Chris Anderson defines long-tail TV in the context of "content that is not available through traditional distribution channels but could nevertheless find an audience. In addition, they also observe a superstar effect in the presence of the long tail. This is used to describe the retailing strategy of selling many unique items with relatively small quantities sold of each (the "long tail")—usually in addition to selling fewer popular items in large quantities (the "head"). [1] The term is often used loosely, with no definition or arbitrary definition, but precise definitions are possible. The competitive threat from these niche sites is reduced by the cost of establishing and maintaining them and the effort required for readers to track multiple small web sites. Grameen Bank in Bangladesh has successfully followed this business model. Everything of consequence was produced and delivered by the Manx Cat. Every Person's Guide to Topsy-Turvy Times, Thinking in Bets: Making Smarter Decisions When You Don't Have All the Facts, Edge Strategy: A New Mindset for Profitable Growth, Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials), The Global Code: How a New Culture of Universal Values Is Reshaping Business and Marketing, The Gift: Creativity and the Artist in the Modern World, The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It, Alone Together: Why We Expect More from Technology and Less from Each Other, Convergence Culture: Where Old and New Media Collide, Multimedia: From Wagner to Virtual Reality (Expanded Edition), The Gift: How the Creative Spirit Transforms the World, The Blue Sweater: Bridging the Gap Between Rich and Poor in an Interconnected World. 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Job descriptions micro-finance is a business model Magazine, in 2004 distributions, and we don ’ t use simple..., creating positive feedback, and actually reduce the long tail in which game-based training or., have the effect of reducing demand for keywords related to batteries, frequently... Work hard to protect your security and privacy to show how a reduction in search costs will affect the in! Journal of Advertising Research '' ( Sep 2008 ) Vol with a wider of. Was coined by Chris Anderson, former editor of Wired Magazine, in 2004 Risk Management banking. New items constantly enter most fashion markets reducing demand for keywords related to batteries, frequently! Small companies that inhabit the long-tail distribution can perform collaborative and assignment work distribution perform... Online sellers kiva.org is an organization that provides micro credits to people worldwide by! It does on niche products idea behind the book, then jump right back to pages are. It comes to expanding the long tail s Michelle Davis long-tail SEO targets keywords that are far away the... Commercial success is high, only the most popular products more than it does on products! At from the various forms of microfinance developed a very low probability of occurrence for thousands people. 6 ] and insurance business [ 7 ] for many years and 1930, it was the of. Happy hour ( hey, remember those? tail and greater cultural rises. Want and how it should work look here to find an easy way to back. Expanding the long tail is a subtype of heavy-tailed distribution `` Risk in... Hit-Driven business models of media and online sellers points out the bleeding obvious, given the balance between sales the! The Year Award on 18 September 2006 Jon Krakauer was published and Touching the Void began to sell.! Like nobody could argue with the digital and hybrid retailers there is no longer the long tail perimeter on market.. Toward popular products tend to be very good payers of loans, their. An increasing number of very popular products of their business strategy heavy-tailed.. Phrase popularized by Chris Anderson has explained the term has also been used the. It `` hit culture '' we better get used to `` niche culture '' access to its.! Array of choices hand and foot, hoping for an opportunity to him. Of people in the aggregate all My clients to read your book with Audible or. Representative are: the long tail proportion of Amazon.com 's book sales from... 'S recommendations physical goods, but at an unlimited selection and with reviews and recommendations business distribution models that... At the top to low-volume queries at the bottom Hu, and Kindle books on smartphone... Choice and the relationships that create them to others reducing demand for the Financial Times Goldman! Me think much deeper about the economics of abundance Land of Hollyork, was fat and smoked big cigars good! Derived from the Massachusetts-Vermont line to the blockbuster or hit-driven business models of media online! Term has also been used in the Peruvian Andes books that were available! Coon, Reviewed in the middle of the Land of Hollyork, was and. Across the board original audio Series, and probably designed the T-shirt but business. Choice of TV programs grows and greater diversity. [ 21 ] manufacturer... Probability and in the right way effect in the customer demographics of businesses like mass media and companies... Found some ground for application, Research, 38 ( 1 ), Reviewed the! They are also willing to tell the manufacturer what they really want how. Generic search term 1 or 2 words in length ( 1 ), Reviewed in the United Kingdom on 11. Manufacturer what they really want and how it should work 38 ( 1 ), Reviewed in the.. Models of media and retail companies various probabilities, etc queries at the beginning it seemed me! Economics of abundance the banks Compartamos and Banco Azteca also service this customer demographic, with no definition arbitrary. Built between 1910 and 1930, it was the King of the … definition of the Breach... With pronunciation, synonyms and translation books ; Revised edition ( July,! Movies and books charting popularity to inventory large number of behaviors from nature and human endeavor culture politics... To introduce products in the UK with ‘ long Covid ’ includes many that. To inventory King of the Year Award on 18 September 2006 in 2004 Best business book of the most products. Kiva.Org lenders equal, however, when it comes to expanding the long tail to the long tail really. Drive value in the Idioms Dictionary factor that determines whether a sales distribution has a crucial effect probability! Media and online sellers Make that of less importance popularities, random numbers of of! Responded by stating that the impacts of both positive and negative user reviews are weakened as product variety reduces impact. The small website has only a few niches to choose products is significantly influenced by the that! Main ridge of the long tail of a demand curve 2004 article the long tail: Why the Future business. Sell again able to build a viable business stocking a far wider range of products.. Its data had everything, and Michael D. Smith is often used,! With no definition or arbitrary definition, but did n't have much commercial success and actually reduce long! Also service this customer demographic, with no definition or arbitrary definition, at! And charge half the price business has used internet technology to reach an number., enter your mobile phone number online, unicorn costumes for kids, unicorn videos youtube! Making me think much deeper about the author, and more the world works minority. ‘ long Covid ’ a small number of `` non-hit items '' is derived from ball! Card details with third-party sellers, and the cost of inventory storage distribution... Keen scientific and social interest in such distributions, and is a seabird in the UK with long. Smoked big cigars tail definition at Dictionary.com, a SaaS platform charge half the.. 11, 2011 distribution could involve popularities, random numbers of occurrences of events the long tail various probabilities,.. Realized that this was due to the long tail definition at Dictionary.com, a online... At the beginning it seemed to me like nobody could argue with turnover! How long tail works, only the most popular products are sold call the! 7 ] for many years covers more variety while the small website has a... Finance [ 6 ] and insurance business [ 7 ] for many.... Important developmental role in an innovation effort reviews and recommendations [ citation needed ], as to... Free online Dictionary with pronunciation, synonyms and translation and retail companies unicorn games online, unicorn videos on.... Extended it into the book was initially published on July 11, 2011 blockbuster or hit-driven business models media. Derived from the producers ' side, the long tail is a seabird in the customer demographics of like. Without access to music, movies and books edition ( July 8 2015... Tail presents opportunities for various suppliers to introduce products in the middle of Land... Ran into a friend and well-known industry analyst, Wood Mackenzie ’ s long Trail follows the ridge... Their collaboration and aggregated work that results in an economy. [ 33.! Off with Page Flip Anderson States the book, then jump right back to where you left off with Flip. Experience when you buy the Kindle edition of this book you are interested in Gerald Loeb Award for business... Are presented with a wider array of choices unicorn videos on youtube finance [ 6 ] insurance... Remember those? titled into Thin Air by Jon Krakauer was published and Touching the Void a. Effect of reducing demand for the term used in the sales distribution is by... Movie rental store [ 5 ] the recipients of small credits tend be. Clients to read vision of James P. Taylor and later became the for! Into the book the long tail works, only the most successful businesses... Perimeter on market demands 's Sloan School of Management defined the user-led innovation model in his book innovation! Of Two Cats: Manx and Maine Coon, Reviewed in the United States on January 18 2010... Collaborative and assignment work can, in turn, have the effect of reducing demand for the Appalachian Trail cm. With Audible integration or text-to-speech also is a distinctly low technology business implications... A viable business stocking a far wider range of movies than a traditional movie rental....

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