Gorilla Nation harnesses the mid-tail phenomena

The Midtail Toolbox is designed to help niche sites better attract the consumer base. Why is this important? Because research has shown that consumers are increasingly turning away from the most-visited websites - those on the "Top 50" properties list - in favor of smaller sites more tailored to their needs.

With consumers turning to these smaller sites, advertisers are looking at them as well, hoping to garner a little attention. According to Gorilla Nation, not only are consumers increasingly turning to smaller websites but they interact with smaller sites differently than the larger counterparts.

Because the niche sites are perhaps more in line with the thinking of the consumer or because the sites offer more targeted information, consumers feel more engaged with the sites. Users visiting niche sites are also more likely to be influencers, a wanted demographic for advertisers because of social marketing and word-of-mouth advertising techniques.

Tags: ecommerce, mid-tail marketing, online advertising, online content