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segunda-feira, fevereiro 21, 2005
The Long Tail
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All these issues were at the forefront at the recent Media Center Emerging Technology conference in Palo Alto, which really got me thinking. One concept that kept recurring was the "long tail" -- an idea that's been brewing out there for some time, and was notably explored by Wired editor-in-chief Chris Anderson back in October. The idea is that technology -- including XML feeds, recommendation engines, prospective search tools -- make it easier for consumers to find (and consume) niche content and products. So rather than a world of mass-market hits, we're living in a much broader universe in which each person's media and product consumption are tailored to his or her specific desires.
The technology "agents" making this possible are fueled by the incredible amount of data individuals generate online, whether deliberately or inadvertently. On flickr, 43Things (an Amazon.com investment) and del.icio.us, users create content and tag it with keywords. On Bloglines, people subscribe to feeds based on their interests. On Technorati, Feedster, PubSub, and more, people can create prospective searches (with keywords) that generate feed entries whenever related content pops up. There's also plenty of data generated by people's interactions with all of these tools. Needless to say, these data can be extremely valuable to advertisers who seek to reach audiences with particular interests.
I'm not advocating rummaging through the data willy-nilly, but so far all the above services are free to consumers. I think users understand the idea of trading off utility for advertising. If marketers also used the data to make ads especially relevant, that's all the better.
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ClickZ Experts on Interactive Marketing Strategies
Wired.com: Long Tail
All these issues were at the forefront at the recent Media Center Emerging Technology conference in Palo Alto, which really got me thinking. One concept that kept recurring was the "long tail" -- an idea that's been brewing out there for some time, and was notably explored by Wired editor-in-chief Chris Anderson back in October. The idea is that technology -- including XML feeds, recommendation engines, prospective search tools -- make it easier for consumers to find (and consume) niche content and products. So rather than a world of mass-market hits, we're living in a much broader universe in which each person's media and product consumption are tailored to his or her specific desires.
The technology "agents" making this possible are fueled by the incredible amount of data individuals generate online, whether deliberately or inadvertently. On flickr, 43Things (an Amazon.com investment) and del.icio.us, users create content and tag it with keywords. On Bloglines, people subscribe to feeds based on their interests. On Technorati, Feedster, PubSub, and more, people can create prospective searches (with keywords) that generate feed entries whenever related content pops up. There's also plenty of data generated by people's interactions with all of these tools. Needless to say, these data can be extremely valuable to advertisers who seek to reach audiences with particular interests.
I'm not advocating rummaging through the data willy-nilly, but so far all the above services are free to consumers. I think users understand the idea of trading off utility for advertising. If marketers also used the data to make ads especially relevant, that's all the better.
...
ClickZ Experts on Interactive Marketing Strategies
Wired.com: Long Tail
posted by CMT, 6:31 da tarde
