2008 Vertical Marketing and the Long Tail
February 26, 2008 – 1:21 pmAvenue A Razorfish released their 2008 Digital Outlook report. Guy Kawasaki first released this on his blog.
The report is long but very informative. One finding relevant to the real estate readers is that vertical search engines and vertical content properties are the biggest beneficiaries of the marketing spend. Verticals grew from 37% market share in 2006 to 39% market share in 2007.
With the expansion of many more vertical sites, advertisers are spending more advertising dollars across many of the sites rather than just a few. The advertisers and agencies realize that to get the most visibility for their products, they need to be on as many of the vertical sites as possible. Below is the Avenue A Razorfish marketing spend across many publisher sites for the Entertainment Vertical. As you can see, the long tail is becoming quite long.
This long tail is very similar to any vertical market you enter. For rental housing, there are hundreds of small vertical websites that generate leads. Advertisers are starting to spend their advertising dollars on many vertical rental sites rather than just a few. Advertisers are also using uber vertical distribution sites like our own Rent Marketer and Apartment Marketer to get the most vertical distribution with out having to post to or pay each site individually.
3 Responses to “2008 Vertical Marketing and the Long Tail”
Makes perfect sense. The long tail is everywhere.
By Jason on Feb 27, 2008
I think it’s a great thing to do. Why would you put all your eggs in one expensive basket? Put the eggs in tons of cheap baskets and you’ll reach more people.
By jayson on Mar 16, 2008