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The Long Tail (Spanish)

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The Long Tail

El articulo nos introduce al contexto del e-commerce y en especifico nos explica principalmente el termino de long tail que desde mi punto de vista es la personalización del cliente dándole un abanico de posibilidades no solo mas amplio si no especializado a lo que el cliente demanda, teniendo así no solo la satisfacción del cliente si no una probabilidad de vender impresionante, el ejemplo mas claro fue el de un alpinista británico llamado Joe Simpson escribió un libro llamado Touching the Void , un relato desgarrador sobre la muerte; cerca en los Andes peruanos, el cual obtuvo buenas críticas, pero sólo un éxito momentáneo, fue olvidado pronto. Entonces, una década más tarde, ocurrió algo extraño. Jon Krakauer escribió Into Thin Air , otro libro sobre la tragedia alpinismo, que se convirtió en un éxito editorial. De repente, Touching the Void comenzó a vender de nuevo.
Random House saco una nueva edición, para mantenerse al día con la demanda. Y comenzó a promover junto a su Into Thin Air pantallas, las ventas aumentaron y todo gracias a que Amazon lo puso en recomendaciones uno del otro creando un efecto expansivo, también con esto nos pudimos dar cuenta que los gustos tanto de música como de entretenimiento en general se pueden agrandar no solo al manejo de quienes deciden que series o que música esta mejor si no que el mercado alcanza niveles donde antes no llegaba. Éste es el long tail se trata de encontrar todo lo que hay en el catálogo, los más viejos álbumes y recordados con cariño por los fans de siempre o redescubiertos por nuevos fans. Hay temas directos, B-sides, remixes, hay nichos de miles géneros dentro de un género. Hay bandas extranjeras, una vez que un precio esta fuera del alcance en el pasillo de importación.
Este es el poder de long tail. Las empresas en la vanguardia de la misma están mostrando el camino con tres grandes reglas. Nombrándolas las nuevas reglas de la economía de nuevo entretenimiento.
Regla 1: Hacer todo lo disponible y como resultado, casi todo es digno de oferta en la posibilidad de que va a encontrar un comprador. Esto es lo contrario de la forma en que la industria del entretenimiento se maneja hoy, donde la decisión acerca de si o cuándo liberar una vieja película en DVD se basa en estimaciones de la demanda, la disponibilidad de extras, material adicional, oportunidades de marketing, tales como aniversarios, premios y generacional ventanas es por eso que sólo una fracción de las películas que se han hecho están disponibles en DVD.
En la regla numero 2 dice que bajar el precio y Al bajar los precios, la gente tiende a comprar más. Como, Rhapsody que hizo un experimento en la demanda elástica y sugirió que podría ser mucho más. Durante un breve período, ofreció las canciones a 99 centavos, 79 centavos y 49. Aunque las pistas 49-cent fueron sólo la mitad del precio de las pistas 99-cent, Rhapsody vendió tres veces más de las de 49.

LA 3 es la de ayuda a encontrar, las ventajas se extienden ampliamente. Para la industria del entretenimiento en sí, las recomendaciones son una forma muy eficaz de comercialización, permitiendo a las pequeñas películas y música menos convencional para encontrar una audiencia. Para los consumidores, la mejor relación señal-ruido que viene de seguir una buena recomendación alienta la exploración y puede volver a despertar la pasión por la música y el cine, lo que podría crear un mercado mucho más grande de entretenimiento en general.…...

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