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    Exploit How IM Differs From Classic Marketing Models
    Exploit How IM Differs From Classic Marketing Models
    Exploit How IM Differs From Classic Marketing Models
    Ebook30 pages19 minutes

    Exploit How IM Differs From Classic Marketing Models

    By MUHAMMAD NUR WAHID ANUAR

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    About this ebook

    Classic marketing is mostly geared towards the idea that 80% of sales come from 20% of top customers. That's called the 80/20 rule. That's why when you walk into two different stores in a mall, they may have slightly different merchandise, but often it is very similar. They are trying to market to the mass of people whose tastes are mainstream and easy to predict, leaving less room for variety and innovation.

    LanguageEnglish
    PublisherMUHAMMAD NUR WAHID ANUAR
    Release dateMay 16, 2019
    ISBN9781393373575
    Exploit How IM Differs From Classic Marketing Models
    Author

    MUHAMMAD NUR WAHID ANUAR

    I am one of the contributor for this book and you can check out other books from me at the end of the page. Thank you for buying. 

    Read more from Muhammad Nur Wahid Anuar

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      Book preview

      Exploit How IM Differs From Classic Marketing Models - MUHAMMAD NUR WAHID ANUAR

      index-1_1.jpg

      Exploit How IM Differs From Classic Marketing Models - Page 1

      The 80/20 Rule Of Classic Marketing

      Classic marketing is mostly geared towards the idea that 80% of sales come from 20% of top customers. That's called the 80/20 rule. That's why when you walk into two different stores in a mall, they may have slightly different merchandise, but often it is very similar. They are trying to market to the mass of people whose tastes are mainstream and easy to predict, leaving less room for variety and innovation.

      In a recession, the 80/20 rule becomes so overwhelming that stores reduce their inventory into very narrow niches in order to market to the customers who are going to buy the more popular items and trends. Anything other than that is seen as a waste of display footage and an increase in rental space costs. This works well for them to keep costs down and sales up.

      However, that strategy also leaves a very big opportunity for online marketers to exploit the lack of diversity and novelty in mainstream retail stores by just doing the opposite: marketing to the long tail.

      The Long Tail

      The long tail is the other 80% of customers who aren't going to buy the most popular or mainstream taste items. They might need a little extra coaxing and whole lot more variety to make up their minds to part with their dollars.

      In a retail store, marketing to these people can take far

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