Long Tail Will Send The SEM World Supernova
I've been banging on about this topic for a while now, however it's momentum is growing. Danny's written a good overview here.
Why is this meme important for the search marketer? Because The Long Tail concept will gain a lot of traction in the big world beyond search. The marketers will be talking about it. Sales people will be talking about it. And it won't be long before they put two and two together and realise that the limitless, performance-driven inventory supplied by the search engines provides the ultimate channel for the long-tail to happen.
Conventional broadcast media, like television, isn't suited to the long tail because it is too expensive and unfocused. However, search marketing is both cheap and targeted. Those are the two main criteria that enable the Long Tail to happen from a sales and marketing perspective, and most existing channels aren't geared for narrowcasting and low volume.
Thought Google shares were over-priced? Not if the rules of the supply/demand equation are about to shift.
Why is this meme important for the search marketer? Because The Long Tail concept will gain a lot of traction in the big world beyond search. The marketers will be talking about it. Sales people will be talking about it. And it won't be long before they put two and two together and realise that the limitless, performance-driven inventory supplied by the search engines provides the ultimate channel for the long-tail to happen.
Conventional broadcast media, like television, isn't suited to the long tail because it is too expensive and unfocused. However, search marketing is both cheap and targeted. Those are the two main criteria that enable the Long Tail to happen from a sales and marketing perspective, and most existing channels aren't geared for narrowcasting and low volume.
Thought Google shares were over-priced? Not if the rules of the supply/demand equation are about to shift.
