| The Longer Long Tail: How Endless Choice is Creating Unlimited Demand |  | Author: Chris Anderson
Publisher: Random House Business
Category: Book
List Price: £8.99
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Seller: aphrohead_books
Rating:  24 reviews
Sales Rank: 9,315
Media: Paperback
Pages: 288
Shipping Weight (lbs): 0.4
Dimensions (in): 7.7 x 5 x 0.8
ISBN: 1847940366
EAN: 9781847940360
ASIN: 1847940366
Publication Date: July 2, 2009
Availability: Usually dispatched within 1-2 business days
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Product Description
What happens when there is almost unlimited choice? When everything becomes available to everyone? This book shows that the future of business does not lie in hits - the high-volume end of a traditional demand curve - but in what used to be regarded as misses - the endlessly long tail of that same curve.
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| Customer Reviews:
Showing reviews 1-5 of 24
 Great Book July 5, 2007
Caroline (London UK)
9 out of 10 found this review helpful
I started reading The Long Tail straight after reading "Why The World Is Full of Useless Things" by Steve McKevitt which was published last year. These are two great books to read together offering a much broader analysis than they do on their own.
I think we've got it in ourselves to move into a more ethical way of being - and the potentially limitless choice of the internet might paradoxically bring that about, as per Long Tail, we stop being passive consumers of mass produced crap, we develop ever more niched niches for our little individual selves to consume and create from, power really does pass back to consumers (sort of) etc. I urge you to read both.
Ultimate choice and the key to free marketing January 18, 2010
Stefan Drew (England)
The Long Tail is a book I recommend all my clients to read. When so many people are wasting countless millions on ineffective marketing the Long Tail is the doorway to a method of marketing products or services that is absolutely free to impplement.
The Long Tail is a book I recommend all my clients to read. When so many people are wasting countless millions on ineffective marketing the Long Tail is the doorway to a method of marketing products or services that is absolutely free to implement.
We all know that if you want to open a successful restaurant one of the consideration is location. The best location is frequently close to other successful restaurants as that is where the people that frequent good restaurants will notice you.
The Long Tail demonstrates another approach to marketing .... especially online. When marketing online you need to be found by people frequenting your type of business and what better than to be found by them when they search for words like restaurant ... except of course every other restauranteur is being found linked to the same keyword. So the answer is to be found by people searching for Long Tail keywords. Things like "French Restaurant in Mytown" is going to return fewer websites and the chances of being found is much higher.
For example my business focuses on a number of niche markets and by carefully choosing a whole host of Long Tail keywords we are Number One on Google for dozens of terms. Each of them brings only a handful of prospects each month .. but when aggregated they amount to a lot of pre-qualified prospects all looking for exactly what we offer. Linked to the traditional forms of marketing this is a recipe for success and I will continue to recommend this book to my clients.
Fascinating and entertaining November 6, 2009
Sulkyblue (London, UK)
This book is a mixture of economics, psychology, history, technology and marketing and they are all used brilliantly to clearly explain and extend the idea. Some of these sorts of books can focus too much on explaining everything in great detail and you're actually left with a 3 page article that's extended into 200 pages of babble. There's so many good examples and interesting quotes in this book I ended up bookmarking about a dozen pages. A fascinating concept beautifully told, read it as soon as possible before the examples go out of date.
Insightful, researched and thorough February 4, 2009
Hypernik (London, UK)
I found this book an interesting read that's made me approach the day-to-day considerations of business and opportunity from a new angle. Though I'm really tiring of the social economics genre as a whole, particulary common-sense sensationalist Malcolm Gladwell, this still has loads of relevant detail and is as applicable to society and business alike.
Simple concept yet important consequences January 31, 2009
Norberto Amaral (Aveiro, Portugal)
This is an extremely simple yet important book about the effect of digital goods and their availability via the internet on the economics of product variety.
The basic premise, the author argues quite convincingly and correctly, is that digital goods (e.g.: music files) combined with virtually free storage allows businesses, and retailers in particular, to have a much larger variety of products to sell than regular businesses that depend on physical goods that need to be brought in, stored in a warehouse, and shipped out to customers. The internet does the rest: it guarantees a huge number of consumers whose combined needs make it easier to sell all kinds of products. This is why it's called the Long Tail: what used to be a large number of unsold products is now getting both larger (more products) and more profitable (higher sales of these 'niche' products).
Traditional businesses focus on getting as much value as possible from a small number of products, therefore restricting consumer choice. They focus on what's called the 'top' products. In fact, though they may be getting more sales from a small number of products, they are losing a lot of money because they're not carrying a large enough variety of products. The author also takes on Barry Schwartz's 'The Paradox of Choice' by arguing that more choice doesn't have to be detrimental to quality of life (as Schwartz argues) because Internet-based businesses allow consumers to easily filter and compare products in order to make a choice. I think here the jury's still out and only time will tell in the long run if a huge variety of available products is a good or a bad thing for modern life.
The concept of the Long Tail has revolutionised modern retail. If you go back to 10 or 15 years ago and compared retailers you'd find huge differences.
I quite enjoyed reading this book. Don't pay too much attention to what other reviewers might say about how simplistic this book is: it may be simple, but not simplistic, and regardless of how simple is the concept, it is important to understand the mechanics and consequences of the Long Tail.
Showing reviews 1-5 of 24
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