Drive Loads Of Traffic To Your Real Estate Website Now With Google AdWords Part 4

October 27, 2010

What is paradoxical about the green side of the graph (Short Tail) is the most popular 20% of items in a market represents less than 50% of the total products available overall in that market.  In other words, the least popular 80% of the products in a market represents a greater number of total products than the 20% most popular.  Also understand that a larger number of total people are from the Long Tail of a market than the Short Tail.  

For example, research has shown that by 2008 niche books account for 36.7% of Amazon’s sales and the consumer surplus generated by niche books has increased at least five fold from 2000 to 2008.

Traditional brick and mortar businesses have largely taken the short tail approach to their business.  That is, their business is focused on selling the 20% most popular products in their business.

In this Wired magazine article Anderson mentioned Amazon.com and Netflix as examples of businesses who fundamentally use the Long Tail strategy with their entire business model.   These are good examples because we can compare Netflix as a Long Tail business to their competitor Blockbuster video as a Short Tail business and understand these concepts more clearly.

Blockbuster as a traditional brick and mortar business has focused on the most popular 20% of movies first and foremost for their product line.  Hence the name Blockbuster which is typically used to describe big budget Hollywood movies intended for as wide an audience as possible (eg. Disney) and intended to make at least $100 million at the box office.  The vast majority of the movie titles Blockbuster wants in its stores are the most popular titles.  A brick and mortar business simply can’t have anything approaching the remaining 80% of all the video titles available and run a profitable business.

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