Essay on the Differences Between Long Tail and Short Head Media Markets

Long tail media marketing concentrates on developing models of business sales and less popular products whereas marketing strategies place their focus on promoting particular brand or product. Long tail involves the management of inventory than product promotion by providing them in a greater variety. Online retailers majorly employ long tail marketing because of the consideration of supply side of managing such inventory. From the internets early days the long tail theory has claimed that our economy and culture is increasingly shifting away from the focus in a relatively small number of hits of mainstream markets and products at the demand curves head and a huge number of niches towards the tail.

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Order now

In that regard, for consumers, the theory of long tail suggests that the actual shape of demand is revealed when an endless choice is offered to the customers and turns out be less hit-centric than it was imagined (Trappel, Josef, 239-253). In that conjunction, the narrow interest of people is satisfied better through gravitation towards the niches. As for manufacturers and retailers, it is suggested that as the cost of distribution and production fall, especially online the need to lump consumers and products decreases into containers of one size fits all. In such terms, narrowly target services and goods in the mainstream fare are economically attractive in an era where physical bottlenecks and shelf space does not exist. Head is higher even if the tail is longer, In that regard, the short head theory is opposite of long-tail marketing.

People are living a media era in a great world where millions of copies of products are shared and sold through the culture of general media to satisfy the financial results and give compensation to high production costs. In long tail, some people buy different products of their interest. In that connection, the media has moved away from the characteristics of the short head of the big media, and it is moving towards the long tail. Therefore, the actual demand is revealed once the consumers have been offered an infinite choice. The internet, which is regarded as a new channel of distribution, creates the missing market of actual demand and the shape of the tail. Due to that even though people prefer long tail channel big head is also required. In that case, the marketplace becomes more flexible than it was expected. Therefore, retailers prefer long tail instead of the short head as it satisfies their personal interests to the fullest. For instance, for years now it has been known that long tail is economically attractive as compared to the short head.

In that case, in most cases long tail is used instead of short head marketing the media prefers to use instead of the short head. That is the primary reason as to why From the internets early days the long tail theory has claimed that our economy and culture is increasingly shifting away from the focus in a relatively small number of hits of mainstream markets and products at the demand curves head and a huge number of niches towards the tail. Therefore, the long tail is great importance to our economy and culture in comparison with the short head media marketing method. The figure below is an image that demonstrates long tail and short head media markets.

Work cited

Trappel, Josef. "Small states and European media policy." The Palgrave Handbook of European Media Policy. Palgrave Macmillan UK, 2014. 239-253.

.