Personalized content from "summary" of The Longer Long Tail by Chris Anderson
Personalized content is the epitome of the Long Tail principle applied to media. It is the ultimate in niche targeting, taking the idea of serving the smallest possible market segment and applying it individually to every person. The promise of personalized content is that everything you see and hear will be tailored just for you, based on your past behavior and preferences. It's the ultimate in media efficiency: no wasted bits or time on stuff you don't care about. It's also the ultimate in media effectiveness: everything you see will be more relevant and engaging because it's designed just for you.
The idea of personalized content has been around for a while, but only recently has it become practical to implement on a large scale. The rise of the Internet and digital media have made it possible to track individuals' behavior in great detail and to use that information to customize their media experience. The technology is now in place to deliver personalized content in real time, making it possible to tailor not just the content but also the presentation, timing, and interaction to each individual.
The implications of personalized content are profound. It means that the concept of "programming" is becoming obsolete, as everything becomes on-demand and individually tailored. It means that the traditional media business models based on advertising and subscriptions are being upended, as the value shifts from mass reach to individual engagement. It means that the power of media gatekeepers is being eroded, as consumers gain more control over what they see and hear. And it means that the boundaries between media and marketing are blurring, as brands become content creators and content becomes a form of advertising.
Personalized content is not without its challenges. There are privacy concerns about tracking individuals' behavior and using that information to target them with content and advertising. There are questions about the ethics of manipulating people's media experiences to serve commercial interests. And there are fears about the consequences of living in a media bubble, where we only see and hear what we already know and like. But despite these challenges, personalized content is here to stay, as the technology and economics make it irresistible for both media companies and consumers.
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