… and it’s turning out to be a very interesting phenomenon beyond what I thought it to be.
I have had very interesting conversations with one of our digital managers whose solution for every digital communications problem was “long-tail search”. (OK. I am exaggerating.) We tended to have debates about the “long-tail”.
His viewpoint was simple: Context works – and with the millions of websites and blogs there are in the world, the only way to get to them is through long-tail digital strategies, specifically search.
My point was similarly simple: Sure – context works. But long-tail can’t answer every single problem in the world – or every marketing communications problem. It may well be measurable and all – it has its own place, but it cannot be the sole solution, the panacea.
I still stand by my point of view – but I am beginning to view “long tail” as far more than just keywords, blogs, search, and others.
I now have a new hypothesis – and it’s rather strange: I think that the <long tail phenomenon> could very well be more than just an advertising, a marketing, a communications, a business model.
I am beginning to more strongly believe that long tail could very well be the expression of the entrepreneurial spirit that resides in almost all of us: an expression of the “what-if-I-started-something-new”.
I am also beginning to toy with the idea that perhaps, long tail is not so new as we think it to be: it just got empowered by technology, but it has always been happening amidst us somehow.
I still don’t have evidence – or further, deeper thoughts about that.
But what do you think?
Confession: No, I didn’t read the book. I just read several versions of the summary of the book. I do have the book – but just like Malcolm Gladwell’s BLINK and the TIPPING POINT, I didn’t finish reading it. Perhaps, now is a good time to get the book out of storage and read it. (Sorry, Chris…)