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2. Why do you think that advertising in Google Ads or Google Adsense applies the theory of long tail to the purchase of ad spaces by advertisers? Why?
Google’s way of targeting and rewarding seeks the most efficient way to reach the right audience. Advertisers are looking for a return on their investment. So, the long tail theory is applied in this case so that the segmentation of audiences when targeting our ads is channeled in a much greater efficiency. We penetrate into an audience that is really interested, thus guaranteeing greater success than if our advertising was aimed at a large mass with less interest in our product.
3. Which relationship do you find between the long tail theory and the Pareto Principle, also called Pareto Law or 80/20 rule?
Both theories are closely related. They state that there is a majority and a minority, which are directly related. The Pareto theory indicates that 20% of what is invested is responsible for 80% of the results obtained, just as the long tail theory states that, even by targeting a niche market, we can obtain the same or even more profitability when impacting our users or getting them to reach the conversion.
From Marketing 360º to Marketing 6º
The way we refer and treat marketing has changed over the years. With the advance of technology, the interactivity of users has benefited and there have been changes in their behavior and in the way they interact and communicate. We have moved from a mass society in which users were treated as pure consumers and spectators, with the same message for everyone; to an individualized society in which each user seeks to receive and find what interests him.It is no longer effective to plague the consumer with all kinds of content in order to impact them in the moment, but to offer them valuable content with which they can identify.
In Marketing 360º, even though the consumer is in the center, the goal is still to persuade them using any strategy, tool or resource. On the other hand, Marketing 6º shows that it is not necessary a multitude of means and channels to transmit the desired message. According to the theory of the 6 degrees of separation, each person can be linked to any other person by a chain of knowledge and relationships with no more than five intermediaries. Therefore, this new form of marketing shows that it is enough for users to transmit the message to each other. It expresses a new way of managing the media, emphasizing the power of social networks and making the users the ones who spread the marketing of the brand through social networks.
