The long tail effect was discussed by Chris Anderson in 2015 described as a statistical term for online marketing. The 2020 article “Understanding the long tail theory media fragmentation and niche marketing” provides further information on this week’s topic, expanding on the theory of unlimited space online for large and small companies to influence. According to this reference, Amazon overtook Walmart in 2019 as the most powerful retailer globally due to online marketing, proving Chris Anderson’s theory of unlimited digital influence and online shelf space. The long tail effect is at a constant battle, the positives being the mote attention an online platform provides and the larger productions whereas the negatives include the lack of staff required and the uphill battle of having desired attention online due to this unlimited amount of shelf space and the millions of companies online.

reference:

https://www.ideagrove.com/blog/understanding-the-long-tail-theory-of-media-fragmentation