Long-tail in a multi-channel strategy

McKinsey & Company Consulting interview of Google CEO discussing long-tail search viability.

This is a great video interview of Google’s CEO by McKinsey & Company Consulting. Read this definition of Zipf’s Law first, however, if you don’t know what Zipf’s law is. What’s especially intriguing is the interview segment that discusses the long-tail versus the head. Schmidt does not dismiss the long-tail as a search marketing strategy, but he does implicitly decry its value. My take-away from his comments, however, is that no single strategy is the marketing silver bullet; rather it’s a blending of marketing strategies that makes sense. Abandon the long-tail as a strategy? No. Augment your firm’s short-tail and primary brand promotion strategy with a concerted long-tail marketing strategy powered by blogs? Absolutely. This study leads credence to this augment, where it states that blogs have just as much reach as mainstream media.

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