Hoy en día la diferenciación es un concepto fundamental. Desde hace algún tiempo el mercado se encuentra saturado y hacer llegar al cliente final un producto o servicio único es cada día más complejo. En este entorno tan competitivo, se hace necesario reflexionar sobre posibles vías de explotación de nuevos negocios. Si aún no lo conoces, te presentamos “The Long Tail”.
Quizá ya has oído hablar de este término. Lo cierto es que desde ElEmpresarial.com hemos percibido que empieza a estar muy generalizado entre nuevos emprendedores pero tenemos la percepción de que no termina de quedar claro de dónde viene y qué es exactamente.
Allá por el año 2004 Chris Anderson, periodista estadounidense con amplia trayectoria en The Economist, Nature y Science, quien escribió un artículo para la revista Wired en el que mostraba un concepto nuevo en el mercado que afloraba día a día con el impulso de Internet.
Más adelante, con la publicación de “The Long Tail” (literalmente, la larga cola en castellano) fue cuando puso nombre a “la criatura” de su articulo. En dicha publicación dio forma a esta nueva tendencia del mercado.
Para tratar de explicaros en este artículo que es eso de “The Long Tail”, me apoyaré en el siguiente gráfico:
En él se observan cuatro zonas diferenciadas:
1.- Mercados de masas: alto coste y competencia
Se trata del mercado tradicional de los grandes volúmenes. En esta zona encontrarás las grandes superficies y multinacionales tratando de colocar sus productos entre los consumidores. Siendo un emprendedor con pocos recursos será complejo que compitas aquí, emplearás tiempo y dinero muy valiosos que difícilmente te reportarán resultados.
2.- Bajo coste y alto riesgo
Se trata una zona que no es ni el mercado de masas ni The Long Tail. Es una zona en la que el coste de realizar campañas de marketing es muy bajo y la probablidad de conversión es muy baja. Lo cierto es que en esta zona, en la realidad no encontraremos nada que pueda ser “vendible”. Todo lo que es comercializable desde un mercado de masas ya se encuentra en la zona 1.
3.- Bajo coste y baja probabilidad
Es una zona con características prácticamente idénticas a la anterior
4.- The Long Tail
La zona coloreada de color granate es “The Long Tail”. Visto así, podríamos decir que es “lo que los grandes no quieren”. Esta zona es la que representa una oportunidad para los emprendedores, microempresas que se orientan a un nicho de mercado “ultrasegmentado”. Un micronicho de mercado.
El área que queda debajo de la zona coloreada como “The Long Tail” es superior al área que actualmente ocupan los grandes mercados. Si eres emprendedor, tienes una oportunidad ante ti.
Y yo, ¿cómo puedo aprovecharlo?
Ahora toca la pregunta del millón. Pues puedes porque gracias a Internet, el acceso al consumidor de manera ultrasegmentada es posible. Creando una campaña adecuada con Google Adwords serías capaz de dirigirte a consumidores potenciales con necesidades muy específicas, situándote ya en “The Long Tail”.
Esta es la parte sencilla, la parte compleja es darte cuanta de las necesidades que puedan tener los clientes hoy en día que se encuentren actualmente en esta zona de la gráfica.
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