Incazelo:
I-Long Tail ingumqondo wezomnotho nebhizinisi ochaza ukuthi, esikhathini sedijithali, imikhiqizo e-niche noma engadumile kangako ingadayisa kanjani ngokuhlangene abathengisi abahamba phambili ngevolumu yokuthengisa. Leli gama laduma nguChris Anderson esihlokweni sakhe sango-2004 kumagazini i-Wired futhi kamuva encwadini yakhe ethi "The Long Tail: Kungani Ikusasa Lebhizinisi Lithengisa Kancane Kakhulu" (2006).
Umsuka wegama:
Igama elithi "Long Tail" lisuselwa ekumeni kwegrafu emele lesi simo, lapho kukhona inani eliphakeme lokuqala lemikhiqizo edumile ("ikhanda") elilandelwa "umsila" omude wemikhiqizo ye-niche enwebeka unomphela.
Umqondo oyinhloko:
Ithiyori ye-Long Tail ithi:
1. Umnotho wedijithali uvumela ukuhlukahluka okubanzi kakhulu kwemikhiqizo ezohlinzekwa.
2. Izindleko zokugcina nokusabalalisa zehliswa kakhulu.
3. Amathuluzi okusesha kanye nezincomo asiza abathengi ukuthola imikhiqizo ye-niche.
4. Ukuthengiswa okuhlanganisiwe kwemikhiqizo ye-niche kungalingana noma kudlule ukuthengiswa kwemikhiqizo eshayiwe.
Izici ze-Long Tail:
1. Izinketho ezingapheli: Ikhathalogi enkulu yemikhiqizo noma okuqukethwe okutholakalayo.
2. Izindleko ezincishisiwe: Isidingo esincane sempahla ebonakalayo kanye nokusabalalisa okujwayelekile.
3. Izimakethe ze-Niche: Ukugxila kuzintshisakalo ezithile nezihlukene.
4. Ukukhiqizwa ngentando yeningi: Ukufinyelela okulula kwabadali abazimele ukuze bafinyelele izethameli.
5. I-Democratization yokusabalalisa: Izinkundla zedijithali zenza kube lula ukufinyelela emakethe.
Izibonelo ze-Long Tail emikhakheni ehlukene:
1. I-E-commerce: I-Amazon inikela ngezigidi zemikhiqizo, eminingi yayo okungezinto ze-niche.
2. Ukusakaza umculo: I-Spotify enekhathalogi enkulu, okuhlanganisa nabaculi abazimele.
3. Ukusakazwa kwevidiyo: I-Netflix enomtapo wolwazi obanzi wamamuvi nochungechunge, okuhlanganisa nokuqukethwe kwe-niche.
4. Ukushicilela: Izinkundla ezizishicilelayo ezifana ne-Amazon Kindle Direct Publishing.
5. Isofthiwe: Izitolo zezinhlelo zokusebenza ezinezigidi zezinhlelo zokusebenza ezitholakalayo.
Izinzuzo ze-Long Tail:
1. Okwabathengi:
- Izinhlobonhlobo ezinkulu zokukhetha
- Ukufinyelela emikhiqizweni ethile/okuqukethwe okuthakaselayo.
- Ukutholwa kwama-niches amasha
2. Okwabakhiqizi/abafuyi:
Ithuba lokusebenzela izimakethe ze-niche ezinenzuzo.
Izithiyo eziphansi zokungena emakethe
- Amathuba okwenza inzuzo yesikhathi eside ngokuthengisa okungaguquki, noma ngabe kuphansi.
3. Okwezinkundla/izihlanganisi:
- Amandla wokusebenzela uhla olubanzi lwabathengi
- Ukuhlukahluka kwemali engenayo
- Inzuzo yokuncintisana ngokunikeza okuhlukahlukene
Izinselelo ze-Long Tail:
1. Ukukhethwa nokutholwa: Ukusiza abathengi bathole imikhiqizo efanele kukhathalogi enkulu.
2. Ikhwalithi: Ukugcina amazinga ekhwalithi emakethe evulekile futhi ehlukahlukene.
3. Ukugcwaliswa kwesikhala: Ingozi yokuchichima kwezinketho, okuholela ekukhathaleni kwabathengi.
4. Ukwenza imali: Ukuqinisekisa ukuthi imikhiqizo ye-niche iyasebenza ngokwezomnotho esikhathini eside.
Umthelela webhizinisi:
1. Ukushintsha kokugxilisa ingqondo: Kusukela kwabathengisa kakhulu ukuya kuqhinga "le-multi-niche".
2. Ukuhlaziywa kwedatha: Ukusebenzisa ama-algorithms ukuqonda nokubikezela izitayela ze-niche.
3. Ukwenza kube ngokwakho: Izipesheli eziklanyelwe izintshisekelo ezithile zabathengi.
4. Amasu entengo: Ukuvumelana nezimo ukulungisa izintengo ngokusekelwe kusidingo se-niche.
Okuthrendayo esikhathini esizayo:
1. I-hyper-personalization: Imikhiqizo nokuqukethwe kuya ngokuya kufanelana nezithakazelo zomuntu ngamunye.
2. Ubuhlakani bokwenziwa: Izincomo ezithuthukisiwe nokutholakala kwemikhiqizo ye-niche.
3. Ukuhwebelana Kwembulunga yonke Kwezindawo: Ukuxhumanisa izintshisekelo ezithile esikalini somhlaba.
4. Umnotho wobuciko: Ukukhula kwezinkundla zabadali abazimele.
Isiphetho:
I-Long Tail imele ushintsho olubalulekile endleleni esiqonda ngayo izimakethe esikhathini sedijithali. Ngokungafani nemodeli yendabuko egxile kakhulu, i-Long Tail ikwazisa ukwehlukahlukana nokukhethekile. Lo mqondo uguqule izimboni, udale amathuba amasha wabadali namabhizinisi, futhi unikeze abathengi izinhlobonhlobo zezinketho ezingakaze zibonwe. Njengoba ubuchwepheshe buqhubeka nokuvela, kungenzeka sibone ukunwetshwa okukhulu nakakhulu kwe-Long Tail, okunomthelela omkhulu emnothweni, emasikweni, nasekuziphatheni kwabathengi.
