Turning the Long Tail on Its Head: Consumer Evolution and Informedness

by Steve Barnett

Information availability has changed all aspects of marketing and, indeed, all aspects of competitive strategy. Today's customers are not merely aware; they now enjoy true informedness. They know what products and services are available in the marketplace, they know where to find them and from whom, they have a better idea than ever before of the products precise attributes, and they know exactly what they will cost. As a result, traditional mass-market fat spots are seeing their profitability erode. The real change -- resonance marketing -- is reflected in the fact that consumers are getting items that profoundly appeal to them.

Can companies take refuge in the long tail? Can they really thrive by selling less of more? Join us as we examine the long tail phenomenon. Discover how resonance products create strong demand and loyalty. Learn how you can increase user satisfaction and even wring more revenue out of your existing products by simply getting consumers to use the higher-level features already available to them. And learn how you can achieve profitability by providing a well-designed portfolio of services. Tune in so you won't get caught on the tail end of the long tail trend.