Long Tail Marketing Through Niche Marketing and Shareable Content

Developing online marketing that "sticks" around to create a long tail can be difficult for many businesses. We are in a fast paced society and those who use the Internet are accustomed to frantically looking at and discarding information. To have your marketing efforts reach the greatest amount of people over a longer period of time you should consider niche marketing and shareable content.

Focus on a Niche Market

Long-tail search-engine marketing works well in niche markets where customers become familiar with the brand (Ciurel, 2013). Where millions of search engine terms are used and large companies are paying for such terms to point to their site it is advantageous to focus your key terms in combination with your specific niche market.

Provide Shareable Content

Social media has taught us that long tail marketing requires some level of sticking power much like marketing residue that stays circulating around the Internet for a long time. For example in the music industry blogging and sample music clips create a longer tail because they are shareable (Dewan & Ramaprasad, 2012).  If you want your content to stick around blog, post pictures, video clips, sound bites, and other interesting information.

Ciurel, D. (2013). The long tail principle in online marketing. Timisoara, 19, (XIX)

Dewan, S. & Ramaprasad, J. (2012). Music blogging, online sampling and the long tail. Informational Systems Research, 23 (2).

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Poem: Crisp and Cool Companion

Poetry is the process of expressing and finding an appreciation for nature and ourselves. I have seen such poetry in publications like Gray's Sporting Journal, The Farmers Almanac and other prints. While society may have advanced our appreciation for poetry and the outdoors is still a labor of love.

Poem: Crisp and Cool Companion

Crisp and cool air,
Seasons roll with time and our minds soon follow.

Perched on a fallen log reaching over the lake,
The days mesh into another creating a consistent stream of time.

We change and our lives change,
In the same ways as the days lead into seasons.

While time changes the place stays the same,
Nature is slow and wise.

Knowledge comes from spending time in nothingness,
Natures gift is the ability to slow so we can hear the inner and outer peace.

Find a log and sit near the water and you will not find yourself alone,
In the cool crisp air wisdom will be your companion.

Are Business Professors Focusing on the "Right" kind of Research?

Research is an important contributor to business education that allows intellectuals to ponder over business problems and find meaningful solutions in a way that improves the economy. Institutions that support research and publish widely obtain benefits in the market related to brand image and academic quality. At most institutions, research is focused more on the pleasing of peers than actually contributing to societal change which limits the potential benefits that business schools can offer for innovative development.

We exist within a social network of business intellectuals that support research on topics deemed of interest. The most popular ideas of the time are given precedence over long-term discoveries that are years in the making but are typically more profound in outcome. The intellectuals ponder the popular "flavor" of the times at the expense of more profound and unique research.

Transformational ideas that create market adaptations take time and long-term focus. One could invent a new adaptation to existing products quickly or one could transform the market with more rudimentary research. Developing an application and inventing the Internet are two different things that require two kinds mental processes related to applied vs. theoretical research . One exists within a certain conceptual mind frame and the other creates a paradigm shift that can transform the market.

Tenure requirements also limit the ability to produce meaningful research when peer pressure over "acceptable" topics become a gateway issue.. Each university has its own requirements but typically after 7 years assistant-professors can search out opportunities for tenure based on research, service, and teaching. Depending on the committee and their beliefs professors can gain academic freedom by following popular opinion and research.

As universities ponder what type of research they fund and support through promotions, job assignments, and recognition they may want to take an active role in fostering short and long-term research. Cost and resources are always important but maximum societal benefit should be consideration in the overall analysis of where funds should be applied. Ensuring that some theoretical work makes its way into consideration can go a long way in helping universities maximize their contributions. Business will often push for product developments of their own but who will think up the ideas that have no immediate profit but create wider butterfly effect changes?

Permission to republish with appropriate attribute-Dr. Murad Abel

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