Martins Long Tail
23
April 3, 2009 a scentTrail.blogspot.com presen tation 1 Martin’s Long Tail . • I am Martin (Marty) Smith. I’ve been a Director of E-Commerce for six years. • This presentation, given at a “Lunch and Learn” meeting on April 3rd, was created to help staff understand the “different language” of the web. • LinkedIn: http://www.linkedin.com/in /martysmith1980vc
-
Upload
martin-smith -
Category
Business
-
view
1.057 -
download
0
description
Martin's Long Tail was created to help non-web marketers understand web marketing influences and trends. Martin's Long Tail presentation places Wired Editor Chris Anderson's influential "long tail" ideas in historical and e-commerce context.
Transcript of Martins Long Tail
April 3, 2009 a scentTrail.blogspot.com presentation 1
Martin’s Long Tail
. • I am Martin (Marty) Smith.
I’ve been a Director of E-Commerce for six years.
• This presentation, given at a “Lunch and Learn” meeting on April 3rd, was created to help staff understand the “different language” of the web.
• LinkedIn: http://www.linkedin.com/in/martysmith1980vc
April 3, 2009 a scentTrail.blogspot.com presentation 2
Martin’s Long Tail: Index
• Slide 1 = Presentation Goal• Slide 2 = Index• Slide 3 = Cover Graphic• Slide 4 = How did Martin
Grow a tail?• Slide 5 = Picture of P&G
1982 sales training class. • Slide 6 = Two Battles
(hearts and minds + shelf space)
• Slide 7 = Limited Resources
• Slide 8 = P&G = #1 advertiser in world.
• Slide 9 = Moore’s Law• Slide 10 = Metcalf’s Law
• Slide 11 = ARPANET• Slide 12 = Infinite Inventory
(II)• Slide 13 = II “digital goods”• Slide 14 = II Trends• Slide 15 = II Tredns • Slide 16 = Long Tail Book• Slide 17 = Long Tail
Structure• Slide 18 = Long Tail Tribes• Slide 19 = Long Tail As
Party• Slide 20 = Repeatable
Fractals• Slide 21 = Cost of Web
Poker• Slide 22 = Future of Web
April 3, 2009 a scentTrail.blogspot.com presentation 3
April 3, 2009 a scentTrail.blogspot.com presentation 4
• Selling Soap• Moore’s Law• Metcalf’s Law• Infinite Inventory• Hearts and Minds• How
April 3, 2009 a scentTrail.blogspot.com presentation 5
April 3, 2009 a scentTrail.blogspot.com presentation 6
April 3, 2009 a scentTrail.blogspot.com presentation 7
April 3, 2009 a scentTrail.blogspot.com presentation 8
April 3, 2009 a scentTrail.blogspot.com presentation 9
Time
cpu
Pow
er
April 3, 2009 a scentTrail.blogspot.com presentation 10
N2
network value = members squared
April 3, 2009 a scentTrail.blogspot.com presentation 11
Amazon 1994
30 years…
eBay 1995
Google 1998
April 3, 2009 a scentTrail.blogspot.com presentation 12
inventory = advertising
“sell” everything
bigger search index = better
digital space not limited
April 3, 2009 a scentTrail.blogspot.com presentation 13
music
hard goods becoming digital
movies books
April 3, 2009 a scentTrail.blogspot.com presentation 14
hearts and minds
algorithms rule ad space
prices collapse
print collapse
tyranny of clicks
no shelf space changes marketing
April 3, 2009 a scentTrail.blogspot.com presentation 15
hearts and minds
reputation via algorithms
companies “like” me
transparency
social values (DKT)
no shelf space changes marketing
April 3, 2009 a scentTrail.blogspot.com presentation 16
buy more when choice unlimited
2005 Anderson Names Trend
moore’s Law makes unlimited possible
tail’s value may exceed head
April 3, 2009 a scentTrail.blogspot.com presentation 17
head
tail
April 3, 2009 a scentTrail.blogspot.com presentation 18
head
tail
Is tribal
Tribes• oprah• military• fans• seth godin• political parties
April 3, 2009 a scentTrail.blogspot.com presentation 19
Long Tail
Crossing Chasm
April 3, 2009 a scentTrail.blogspot.com presentation 20
head
tail
Is a platform
Party• any drink• anywhere in world• twitter• facebook• myspace
April 3, 2009 a scentTrail.blogspot.com presentation 21
repeatable fractal
April 3, 2009 a scentTrail.blogspot.com presentation 22
infinite inventory
soon…
value pricing
recommendation engine
April 3, 2009 a scentTrail.blogspot.com presentation 23
how more important than what
soon…
all secrets knowable
hearts and minds
