Figure 1-3- 1 The long tail market has become a new space for online marketing.
In fact, this is a documentary based on a bestseller. This book of the same name reached its peak, and it was a hit as early as 1998, with a sales volume of one million, making it successfully boarded the The New York Times, and even reached the top of the bestseller list in 14 weeks, almost breaking the historical record.
However, what is surprising is not how successful this book is, but that the publication date of this book is still 1988, which has passed 10 for many years. Why is a book that has long been forgotten in the corner popular again?
Long tail theory VS 28 law
Figure 1-3-2 Schematic Diagram of Long Tail Theory
TheLongTail theory, English name The Long Tail, is a hot word in today's business circles and a new theory in the network age. The proposer is American Chris Anderson. The long tail theory means that due to the factors of cost and efficiency, when the places and channels for commodity storage, circulation and exhibition are wide enough, the production cost of commodities drops sharply, so that individuals can produce and people will buy. These products with low demand and sales volume occupy the same market share, which can be compared with the market share of mainstream products and even far exceed their market share.
Simply put, the so-called long tail theory means that the future of business and culture does not lie in the head of the traditional demand curve representing "best-selling goods"; Representing "unpopular goods" is the long tail, which is often forgotten.
In fact, the long tail theory first appeared in online music downloading, but now, it has been extended to the whole business field and social system.
Figure 1-3-3 The ideal long tail defines three key points.
The ideal long tail defines three key points:
1) the transformation of best-selling products into niches;
2) economic prosperity;
3) Supermarkets formed by small markets. Google is a typical "long tail company", and the process of commercializing the "long tail" of publishers and advertisements is its growth process. For a simple example, it can be said that AdSense occupies half of Google, and its main customers are small websites and individuals, but compared with ordinary advertisers, the value it can bring can be ignored. Google has changed this situation. It brings this small group together by providing customized advertising services, forming a large circular economy system and constantly creating objective profits for itself. Today, Google is called "the most valuable media company".
Figure 1-3-4 long tail theory VS 28 law
However, the "long tail theory" is regarded by the industry as a complete subversion of the traditional "28 Law". The 28 th Law, also known as Valledo's Law, was invented by the Italian economist Valledo at the end of 65438 and the beginning of the 20th century. The "28 Law" means that in any group of things, the most important thing is only a small part, about 20%, and the remaining 80% is secondary. Although it is a majority, it is also called the "28 Law".
In fact, before the long tail theory, people used to define the mainstream with the 28 law, from which the input-output ratio was calculated. But we should know that "20% of the population enjoys 80% of the wealth" is just a vague concept, not an accurate data, it just represents an unbalanced relationship. In the same way, a few mainstream people or things can have a great influence. For example, in a market economy, in order to improve their efficiency, enterprises always invest in 20% mainstream products purchased by 80% consumers, and vigorously safeguard the 20% mainstream consumers who buy those 80% products. Among them, 80% are long tails.
In any case, in today's market economy, people pay more attention to the "long tail effect", and online marketing has changed the previous situation of fragmented. Network marketing makes it possible for 99% products to be sold. Therefore, the long tail in the market curve can finally turn over and become a new profit growth point.
Where does the "long tail" come from?
Figure 1-3-5 The Causes of the Long Tail Theory
E-commerce guiding trend
Before the appearance of network marketing, e-commerce was one of the earliest concepts introduced in the global network field. But today, B2C platform has not become the "big brother" in China's network field. Even Amazon, which has always insisted on its own opinions, and even Bertelsmann have just withdrawn from the China market. Therefore, e-commerce in China is still facing many "congenital deficiencies", and there is also a huge "long tail" hidden inside. Therefore, if integrated network operators in China want to develop by leaps and bounds, they must introduce the long tail theory.
The inevitable product of wolf division of labor
A professional once compared online marketing to the division of labor between wolves. This theory is very interesting. Wolves are like businesses with competitive cooperation, and their prey is consumers. In addition to strict strategies, wolves also have their own' implementation policies' when attacking their prey: the first wolf works hard and naturally gets the first meal. And those little wolves whose fighting capacity is second but on the rise will disintegrate their dying prey and even carve up their bones. Obviously, if this continues for a long time, it will inevitably lead to an abnormal civil war. Fighting to the death is not good for anyone. Either the wolves perish together, or the winner is the king and the loser is the enemy, which is very unfavorable to the development of network economy. Therefore, only by using the long tail theory to explore those hidden "long tails" and constantly innovating to create value for enterprises will it not lead to civil war, but to common progress.
Long tail value geometry
Figure 1-3-6 Summary of the theoretical value of the long tail benefits from many aspects.
In addition to the long tail value that Google can't defend, the long tail value of online marketing of small and medium-sized websites can't be underestimated. According to the survey, in recent years, the annual growth rate of China long tail network marketing market will be as high as more than 50%. This has benefited advertisers, advertisers and websites.
The new outlet of network marketing
In China, due to the restrictions of market economy, financial policies and users' habits, network marketing, as a new marketing model, cannot be completely independent. And enterprises can use the long tail theory to make suggestions for themselves, take online marketing as the carrier, and combine with consumers' consumption habits to innovate constantly, just like the "reaching the peak" mentioned at the beginning. Even if it is forgotten after many years, it can still awaken people's desire to pay the bill under the trend of "long tail effect".
The New Fashion of Network Media
The long tail phenomenon has a stronger influence on online media and is the hottest blog at present. In fact, the prototype of blog is just a blog. Later, after a series of evolution, new functions appeared constantly, and finally became a blog. Once the blog was launched, it subverted the bleak situation of online logs. Blog can not only be used as a personal diary to express feelings and record trivial matters in life, but also make money through online marketing. In addition, there are many popular celebrity blogs at present, so blogs have become an active base for celebrities and a free publicity base.
From the overall mode of blogs, star blogs and popular blogs can naturally attract people's attention, but after all, most of them are grassroots blogs with no more than 1000, so there is a "long tail" hidden here. Once an event in this "long tail" is reprinted and commented by people, this "long tail" will release irreplaceable great energy.
Long tail keywords and SEO optimization
In the era of long tail benefit, the long tail theory is very useful for keyword strategy in search engine optimization. In other words, long-tail keywords can not only bring high traffic to the website, but also lead to higher customer conversion rate. For example, the search term "SEO" is easier to translate into customers of this website than "Beijing SEO". This is the close relationship between long tail keywords and SEO optimization. SEO is also a key link in network marketing, so it is necessary for businesses to optimize long-tail keywords.
So, how to do the long tail keyword of SEO optimization?
Figure 1-3-7 Four methods to optimize long-tail keywords
Method 1: Create a new long tail.
Its realization: Today, many online buzzwords are evolved from long tail keywords. No matter how fast the network changes, there will always be some long-tail keywords that have not been discovered but are about to debut. Therefore, at this time, we need the creativity and initiative of merchants to discover them, and never doubt that our innovation ability has dried up. Long tail keywords are never the best, only better. As long as you dare to think, you can let your long tail keywords monopolize the major search engine markets with the help of the Internet.
Method 2: Transform the old long tail.
Now the competition of keywords is extremely fierce, even the competition of long tail keywords is also very fierce. Competition is indispensable for opponents, and we all know that if we want to beat each other, we must know ourselves and ourselves. Therefore, enterprises should fully understand the long-tail keywords of themselves and their opponents, so as to start with the weaknesses in the long-tail keywords of the other side, and combine the reality with the reality to make the opponents admit their failure.
Method 3: thermal long tail control
Before choosing keywords, you should browse the related websites in the same industry and investigate the long tail keywords. For example, we take the keyword "slimming" as an example. When you type "slimming" in the search box of the webpage, a drop-down list will appear. The keywords in these lists are all long-tailed words. The popularity of long-tailed words in a certain period can be judged by their sequence. You can also search related rankings on Taobao to see which words are most popular with people, and finally find the hottest long tail words by combining these data, then the conversion rate of natural websites will increase.
Method 4: The Long Tail of Psychology
People who usually do online marketing will also learn some psychology. After all, as long as they master the psychology of consumers, online marketing is half the battle. Because there is more than one keyword, after choosing the main keyword, it is necessary to conduct psychological analysis and research on the words extending from the keyword. Or take the word "slimming" as an example. Usually people want to lose weight quickly, but they often ignore their own health. Therefore, we can summarize the concepts of green slimming and healthy slimming. Such long-tail keywords are more easily accepted by consumers. New Long Tail in New Space
The renewal of the network is instantaneous, and the mode of network marketing is constantly changing, welcoming its own new space. Therefore, "getting rid of its dross and taking its essence" has become the "new long tail" pursued by entrepreneurs. A new understanding of the curve graph of long tail theory;
Figure 1-3-8 new understanding of the long tail theory
Take 1- 1- 1 in this section as an example. In the long tail curve, the head and tail are connected and always exist independently and consistently. The head represents the monetary economy of traditional marketing mode, and the tail represents the non-monetary economy of network marketing. The two are always an organic whole, and what runs through this whole is the demand of consumers.
Long tail theory creates new marketing;
If blog marketing is a kind of online marketing, then Weibo marketing is the most popular online marketing method. Whether it is a big-name star or an ordinary user, there is no "collar". "Did you go to Weibo today?" Gradually become the mainstream of fashion. Take the hottest Sina Weibo as an example. Recently, actress Sebrina's Sina Weibo ranked first, and her popularity of over 3 million won Sebrina a lot of attention. In fact, the "excess" of more than 3 million is an infinite "long tail", which can spread continuously and turn 3 million into 4 million. During this period, the profit of the parties is unknown. In a word, the long tail theory is not only beneficial to network marketing, but also can create a new network marketing model, which is worth thinking about by business people.