21A - Reading Reflection

What was the general theme or argument of the book?

The author of The Long Tail, Chris Anderson argues that niche markets can sometimes build up the highest market share. The basis for Anderson’s argument is that he does not believe that it is beneficial from a marketing perspective to lump all buyers together in a “one size fits all” selling strategy.

How did the book, in your opinion, connect with and enhance what you are learning in ENT3003?

I have done analyses on this book for both ENT3003 and for other advertising courses that I am currently enrolled in. This book has impacted the way that I view things because it directly expresses the importance of selling to the people, not just selling the product. The book also looks at modern marketing from a different perspective. Rather than assuming that a large consumer body means success, Anderson points out that the new definition of success is longevity and the presence of a niche market.

If you had to design an exercise for this class, based on the book you read, what would that exercise involve?

This exercise would involve researching different markets and researching which organizations are successful based on long-tail theory. I think this practice would bring the text to life because people would no longer see the long-tail theory as a concept, rather they would see it is a real-life economical and marketing trend.

What was your biggest surprise or 'aha' moment when reading the book? In other words, what did you learn that differed most from your expectations?

The long-tail concept as a whole made me examine everything that I had previously learned about marketing/economic success. During my advertising courses, my classmates and myself are often shown the most popular and highly successful campaigns because they are positive examples. However, the focus on longevity is something that we do not consider as often.