About six years ago, Chris Anderson, editor of WIRED magazine, wrote an article about new theory to improve business model: The Long Tail. Since then, the theory has been widely referenced and Anderson’s subsequent books on this topic has been used in many online and offline businesses. According to Anderson, “the Long Tail refers to the reoccurring appearance of a long, drawn out tail section in graphs that rank popularity for an applicable data set” (Dreller, 2008). This concept can be described as the niche strategy of selling a large number of unique items in small quantities, to selling fewer popular items in large quantities (Wikipedia, 2010).
An example of tactics to leverage the long tail concept is applied by Google Maps with its feature; MyMaps. Google Maps is a map service embedded with various mapping technologies to create an interactive online map.
It helps users to find business information and provides guideline to travel from one direction to the other with effective navigational tips (SEM Clubhouse, 2009). Moreover, users can search location and get accurate directions with Google Maps. With MyMaps, users can generate their own custom maps with different views based on how they want to target their audience. This feature gives advantage to any business to market their website and location. Obviously, Google Maps can help to further promote user’s own content to more consumers. With this feature, a small niche location will be accessed by many users, and not only popular places in the world. To see how Google Maps leverage this long tail marketing tactic, read this article.
There are also other mapping sites available in the Web that serves similar services with Google Maps, which are Yahoo Maps and MapQuest. Though all these three mapping sites offer mapping and navigational services, Google Maps is seen more user friendly and simple. It also have clean layout and easy to navigate with features of Latitude and Longitude coordinates. Furthermore, Google Maps connectivity with Google Earth provides rich experience to users (see details of the comparison here).
Despite rated the most popular mapping site in the Web, there are also issue with Google Maps. Issue concerning privacy has been a long tradition with Google. With Google Maps, users complain that their license plate number, faces and other identifiable details are exposed and indirectly violate their privacy. Besides that, Google’s Street View camera can capture photos of people’s activity and can be viewed by other millions people. For that reason, there is suggestion that Google should incorporate fundamental privacy principles into its online services.
In near future, people can explore shops through Google Maps since Google has started accepting application from businesses to incorporate store interiors and floors photo into Google Maps. With this feature, companies will not only promote their location, but gives more interesting views of their premise.
Source
Dreller, J. (2008, October 10). A Practical Guide To Leveraging The Long Tail For SEM. Retrieved April 2010, from Search Engine Land: http://searchengineland.com/a-practial-guide-to-leveraging-the-long-tail-for-sem-14998
SEM Clubhouse. (2009, October 12). Leverage Google Custom Maps As A Long-Tail Tactic. Retrieved April 2010, from SEM Clubhouse: http://www.semclubhouse.com/google-custom-maps-long-tail-tactic/
Wikipedia. (2010, April 25). Long Tail. Retrieved April 2010, from Wikipedia: http://en.wikipedia.org/wiki/Long_Tail
