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The Global Brands Excellence Award took place on 24 October 2019 in Jakarta, Indonesia. The awards ceremony was held to honor the world’s branding and marketing elites, as well as to recognize the brilliant works of marketers in the industry.

More than 150 representatives from over 50 companies attended the event, including our Regional Digital Marketing Strategy Director, Daniel Heerkens, who was nominated for various awards.

On the night of the awards ceremony, Daniel managed to take home 5 awards, 3 under the general category and 2 under the individual category.

Awards under the general category

Marketing Award of the year

  • Stanley Black & Decker – 2Stallions Pte. Ltd.

Award for best use of Social Media in Marketing

  • Stanley Black & Decker – 2Stallions Pte. Ltd.

Award for Marketing Communications (Business to Business)

  • Unit 4-2Stallions

If you’re curious to know about the winning Stanley Black & Decker campaign, you can download the case study for their Social Media & Lead Generation campaign.

Awards under the individual Award Category

  • Digital Marketer of the Year
  • Young Achiever of the Year

These two individual accolades expand his already rich repertoire of achievements. At 34 years of age, Daniel is already a multi-award winning marketer and also the co-founder of 3 companies: 2Stallions Digital Agency, GreenChamp Bikes, and CXInsights.

His achievements in the marketing industry have led to features on the BBC and the Marketing Institute of Singapore.

Daniel is honored to receive the recognition and is proud of the things he and his digital marketing team have achieved.

When asked about his vision for the future, he tells us: “I would like to create more award-worthy digital marketing campaigns for our clients and gain recognition from our clients as a digital agency that delivers results. The 2Stallions journey started in 2012 and passion brought us to where we are today. We will continue to strive for growth and achieving results for our clients.”

We are proud of Daniel and our team for creating these award-winning campaigns for our clients.

If you’d like us to help you with your digital marketing campaigns, do get in touch with us.

You may have noticed that people around you are making money—with some making a living—from their online businesses. From blogshops selling clothes to private tutors getting clients from mobile apps, people are earning cash by leveraging innumerable business possibilities. Is there a formal description of this phenomenon?

Yes, there is one. It is called the “Long Tail Effect.” Before we delve into its specifics, let’s address the question on your mind right now: Why is it likened to a “long tail?”

That is because the graph associated with this phenomenon resembles a creature with a long tail (yay, pareidolia). Of the following images, the first is an archetypal version of the graph, while the second is a visual explication of the graph’s resemblance to creatures with long tails:

Sales-Distribution-Curve Figure 1: Sales Distribution Curve

Coined by Chris Anderson (former editor-in-chief of WIRED magazine) in his 2004 article, the Long Tail describes the shape of the lower end of the sales distribution curve—as represented by the shaded portion of the graph in Figure 1. The main takeaway from this graph is that the “long tail” occupies an area roughly equivalent to the area occupied by the vertical “head” that comprises of bestsellers. In other words, there is bestseller-quantity wealth hidden in the seemingly nondescript “long tail”.

So, what makes up the Long Tail? While the “head” consists of a handful of fortune-making bestsellers, the Long Tail consists of innumerable, non-popular (not necessarily unpopular) products that sell few

Returning to the part about bestseller-quantity wealth, this means that if you could somehow aggregate the sales of all products in the Long Tail, you would make a fortune roughly equivalent to the wealth generated from the sales of the relatively few bestselling products in the “head.” This is what happens with companies such as Amazon and Netflix; these aggregators and sellers of content/products make roughly the same amount of money—or more—from the sales of their obscure content/products as they do from the sales of their handful of bestsellers.

Of course, not everyone will find an aggregator like Amazon or Netflix (and go on to become a multimillionaire or billionaire). How does the Long Tail Effect benefit individual, ordinary persons then? How does it help you market for yourself?

As always, the answer is to search for a sweet spot somewhere in the middle of two extremes. In the Long Tail’s context, the two extremes are the bestsellers and the super-obscure sellers. As an ordinary person, you should generally aim for the area labeled “Broad Range of ‘Average Performers’” in Figure 1. The rationale is as follows: Your product/service becoming a bestseller is unlikely, while being in a low-selling niche will ensnare you in urban poverty—so making your offering average in popularity/demand is the most realistic measure you can take.

Remember those people around you who are making money (or even a living) from their online businesses? Those who make a living have products that lie at the very least in the Long Tail’s middle area. If you also have an online business, but you are not making a living like them, then perhaps you require 2Stallionsdigital marketing expertise. We can help you market online better; we can elevate your offering from the wasteland of obscurity to the wellspring of average-or-more popularity.

Contact us here to begin your 2Stallions partnership. With years of experience across diverse industries under our digital marketing belts, we can analyze your business needs accurately, and provide you suitable solutions.

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