The Long Tail by Chris Anderson lacked one pretty important aspect: how should marketeers market in the Long Tail? Chris Anderson himself doesn't have the answer to this question. He does have some advice.'The way to market in the Long Tail is to stimulate conversation. It's really all about provoking mouth-to-mouth advertising.'
So back to the most basic way of marketing communication, right? Well, not completely. Talking nowadays doesn't only happen through mouths ofcourse. Social media like blogs and social networks are the key. Business messages don't work on this scale, so important for a company is to keep in mind the next 5 things:
1. Long Tail is a conversationmedium. Make sure customers talk to eachother about your product.
2. Find the right tone for your message. Work on a bottom-up message.
3. Localise the people with a lot of influence; those who influence others the most with their opinion or knowledge.
4. Without acceptance of the blogosphere you shouldn't be in the Tail.
5. Find the right approach for the right medium.
I guess the target group is more alive than ever!
Thanks to
