Friday, September 22, 2006

Two Long Tails

Do long tail customers buy long tail products?

Chris Anderson's work on the impact of removing distribution bottlenecks on product demand suggests that there are similar effects with respect to customers. Unlimited access is a two-way street - more products and more customers. But how do the two tails interact? Who are the customers in the tail? How do we change our marketing practices? Does targeting the most valuable individuals still out-weigh the value of the aggregate?

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