The Long Tail is About People

Last night I was blog-surfing and ran across a point I made on BMA last year:

“As you move down the long-tail, your marketing becomes less about the product, and more about the people.”

This is why social media fits The Long Tail so well, because it allows for more personalized communication. The megaphone blast of big media advertising doesn't reach The Long Tail very well, in fact it almost always turns them off. Because you are sending a broad-based message to a specific niche. It's totally irrelevant.

Social Media helps correct this problem, by letting specific people communicate with specific markets. It lets companies and customers find each other, and have a conversation. Remember, The Long Tail isn't about products, it's about people.

UPDATE: Jaffe adds his take on reaching The Long Tail. Tara posted last year that The Long Tail is Chunky.

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posted by Mack Collier @ 10:13 AM,


At 12:41 PM, Anonymous Lewis Green said...


Good post. I agree but take it one step further. Good marketing is never about products, it is always about people.

At 12:56 PM, Blogger Mack Collier said...

Agree Lewis. Unfortunately, not all marketing is good marketing.

At 1:40 PM, Blogger Debs said...

you got it - it is always about the peeps!

At 7:17 PM, Anonymous Paul McEnany said...

Well said, Mack. Good thing most products in the head are moving towards the tail!

At 8:24 AM, Blogger Nima Asrar Haghighi said...

It's all about the right product for the right people at the right time!


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