Is there a business case for using the web where the amount of traffic is not directly proportional to income or recognition ?
Let me take an example featured in this blog. In some cases, people don't know about a subject or the wording associated with that subject but they are very much willing to know more because it affects them. Case in point Autism (it could be any other subject). I have made different postings on the business case to be made for an eye tracking device to detect or quantify autism ( Part I, Part II, Part III). When I look back at the log of queries leading to this blog (after these entries were posted), there is a fair amount of low level queries with the following keywords:
- " infant eye tracking",
- "baby not eye tracking well",
- "eye tracking autism",
- "baby's eyes not tracking",
- "newborn eye tracking",
- "detecting autism early",
- "eye tracking kids",
- "babies with eye tracking problems",
- "autism and follow eyes",
- "autism and eye tracking importance",
- "autism and eye movements"........
- "adi-r and ados diagnosis",
- "autism difficulty with standardized testing",
- "ados failed to detect asd",
- "age at which autism diagnosed",
- "pdd-nos stability of diagnosis"
With one out of 166 kids being in the Autistic Spectrum Disorder, it would seem to me there is ample work for people just trying to make sense of new findings (and not delivering "solutions" which is the current market). Doctors or families while being directly affected, sometimes do not have the means to interpret the new findings and need somebody who is specialized in this area. I have had several hits from other countries than the U.S. and I would guess the "market" is much larger than what the traffic shows.
In all, only the web can provide access to less than 1/100 of the population and I would venture that some percentage of that population (my guess is 10 percent) is willing to pay for a service that they cannot get otherwise. Eventually instead of a long tail or power law, we should really think of it in a different manner not unlike that featured by Dan Bricklin
which reminds me of the Plouffe's inverter graphs that shows how digits in numbers follow power laws (Benford's law):
One can clearly see outliers in the tail.
P.S. I am currently not running ads in this blog is very much linked to the fact that the keyword "Autism" features many ads for products for which nobody can guarantee anything.
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