What is the Long Tail in Marketing and how does it affect your strategy?

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Selling a few of many products: this is the essence of the long tail business model in marketing.

The concept introduced by Chris Anderson in his book “The Long Tail: The Future of Business is Selling Less of More” (2004) bases the success of a business on selling a few units of the same solution instead of focusing sales on best sellers.

In the following lines, we present this Marketing strategy in detail so that you can understand it and adapt it to the reality of your company.

Happy reading!

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Long tail in Marketing: Concept
The term “long tail” comes from statistical language and refers to a part of the distributions characterized by low frequency and greater surface area . It therefore presents a completely different picture than events with high frequency and smaller surface area.

In the business world, this means that cyprus phone number list top-selling products — known as "head" — serve 20% of the public. What about the other 80% or so of the public?

These individuals are unable to satisfy their consumer demand, which is why they migrate to the competition. In the long run, this consumer avoidance creates significant limitations in terms of profit generation and market position. Hence the positive impact of the long-tail business model!

Under the long tail system in Marketing , the market evolves from a mass strategy to a niche trade precisely with the intention of providing products that satisfy consumers with different profiles, needs and expectations.

In other words, the essence of the long tail strategy is that the sum of the abundant niches generates a greater volume of sales and profitability than the amount derived from the commercialization of the most popular products.

Note that companies that sell a large number of products, including items that are considered very unpopular, can focus their attention on the audience outside the curve, represented by individuals who are not satisfied with best-selling products .