Internet Marketing Under The Guidance Of The Long Tail

The phrase "The Long Tail" was first coined by Chris Anderson in October 2004 Wired magazine article to describe that given a large enough availability of choice, non-mainstream products and markets can cumulatively outnumber or outweigh the mainstream products and markets. It's a complete treason to the traditional "80-20 rule".After internet which is called new media appeared, new economy which is represented by Internet Company was born and also the underlying marketing energy of traditional company was been blazing. All the company treats internet as a new marketing field, a new sale channel and a new way of exchanging information, the traditional marketing theory also has a tremendous change. Our culture and economy is increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. The long tail theory also arises at the historic moment. This article is precisely the research which launches under this kind of background.The Internet marketing described in this article is based on the long tail theory. According to different forms of communication, product, channel and consumer respectively formed 3 long tails: products long-tail, media long-tail and audience long-tail. And 3 different kinds of marketing are produced according to different characteristics. Through case studies of three kind of marketing, unify the domestic and foreign newest internet marketing research, this article will discover new marketing mode in the internet developing process in the future based on the above three kind of marketing.