More Customers, Fewer Costs: Why Marketing to the “Long Tail” Makes Sense

This session will address how marketers utilize the long tail of the Internet and search engine marketing to identify and reach consumers who are interested in what a company has to offer, but don’t fit the traditional definition of the demographic audience. The end result is a more strategic, cost-effective search marketing campaign. We’ll discuss the “long tail approach” from a tactical standpoint, including strategies that fit the users of this emerging market, as well as examples of why this works in terms of increasing sales.

Highlights of the presentation include:

* Keywords: Capturing consumers with tail
* The power of secondary search engines
* Case study examples of the concept “in action”