The Era of Massive Choices – What to choose and how?
Just two days ago a friend of mine tried to get a new digital calculator for her engineering class. She picked her laptop and started looking for what she wanted. At first it seemed very simple process like any other purchases. Once she clicked on “calculators” icon on one of the online shopping websites, there were 3125 calculators in various categories with different specialty. Then she narrowed her choice to “scientific” calculators but still she had 512 of them in 6 categories from variety of brands. In a meantime she found herself lost in the long array of calculators and spent almost more than 3 hours just on deciding which one to choose while changing her mind several times.
I guess she is not the only one spending long hours or days on deciding what to buy in the magic world of online shopping. To many people once the array of the choices extends and grows longer in the web, it becomes much more time consuming to decide between millions of options compared to conventional ways of purchasing.
The best thing about the web is that it provides a chance to the customer to find the appropriate product which fits his/her desire and needs most. The long tail gives an opportunity to eliminate choices to the things those are special to an individual’s wish. The type of the wish doesn’t matter, there are plenty of options each targets particular group or individual.
The long tails such as Amazon, eBay, iTunes, Google are few examples of web dinosaurs each creating the new era of massive choices and niches while the length of the tail grows day by day. In these long tails individuals are not just consumers or readers they are also becoming marketers by doing blogs, launching web portals, participating to forums, selling goods. There are significant amount of people who are not following popular things anymore, instead each person goes after his/her own way.
This new era of massive choices and niches forces marketers to develop all the marketing strategies considering the customer in the center of whole marketing process. Now it is really challenging to reach out and catch potential customers while the habits of target masses are changing rapidly.
Tags: afganniftiyev marketing customer goods strategy markete
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