Influx

Chris Anderson’s thinking about The Long Tail has become an important topic of conversation amongst bloggers, marketers and analysts over the last few months. The reason is simple; it’s an important piece of thinking that transforms the way we approach lots of different aspects of the marketing mix from pricing through to inventory.

Here are four reasons why Influx believes The Long Tail matters to brands.

1. The Stranglehold of Big Brands on Distribution Has Been Weakened

This is not true for every category, but it is for many. Many brands believed the way to control the market was to control the distribution by blocking others out of the market. by simply having more accounts and more shelf space devoted to their brand. In the Long Tail, distribution is infinite and therefore it’s impossible to control.

2. Anyone Can Be a Brand

The Long Tail suggests that anyone can have a brand. With the costs of entry being reduced dramatically and the rise of outsourcing, it is likely that we will see the rise of many more personal brands.

3. Big Brands Can Now Play in the Niches

In the past, brands were reluctant to enter markets that didn’t offer sufficient volume. Now they can play and experiment in more niches with the idea that the sum of the niches has the potential to be larger than the hits.

4. Long Tail= Long Media

The rise of The Long Tail also parallels the rise of Long Media. Instead of the top down push of traditional advertising and media, media can now be almost one-to-one or one to the niches. With Google, the internet and blogs those playing in niches can find markets easier and more affordably.

To hear more about The Long Tail and why it has the power to upset the status quo in marketing, join us to at M-Squared on September 27th to hear Chris Anderson of Wired and Long Tail fame. Other speakers include; Howard Rheingold (author of Smart Mobs), Eric Ryan (Method cleaning products) and Jody Turner (CutlureofFuture).