In a facebook account, could be someone in New York has a number of friends in various countries, share experiences, and with other mediation exchange photos, files, etc… with the new facebook account, how if he also has a twitter account with a different friend? Actually, how long that multiplier effects extent? It is difficult to measure, but in fact a mailing-list to appear more and more, the forums on the internet packed with various topics of discussion, the term to the discussion of any container available. Even some forums like kafemotor.com, often ogled by the ATPM two-wheeled vehicles to collect customer information that could be the basis of their product improvement.
So if you want more simple, without wanting to stare at the horizontal definition of marketing itself, marketing is more horizontal approach to how a party is able to communicate themselves or their products widely, and how the feedback from the follow up communication. Communications targets are also greatly depends on the type of product and the targeted segment.
The fact example is Harley-Davidson, motorcycle manufacturing company that the name alone has been felt air exclusive. Motorcycle worth hundreds of millions of dollars it has thousands of fans who spread across the world. How they can become fans? Because of the Harley-Davidson is very concerned that they give feedback, HD are very concerned with what customers want. HD even comes to develop and give full support to the motorcycle clubs around the world HD. In addition to generating fanaticism, the ownership of an HD motorcycle provides a sense of self-actualization that is not second to none. Why? Because they feel that the bikes they have as if it was made just for them. Is that exclusive right?
And of course this fanaticism is rooted in the HD itself which provides enormous opportunities to its customers to customize the bike. Highly customized this bike and then mass produced after receiving “green light” from their customers. This is a very important role horizontal marketing, customers are actively involved from the planning, production process, finishing, maybe even up to the product distribution.
By the time the product reaches the customer, almost no complaints from customers since the beginning they were already involved. Of the horizontal method of marketing is not necessarily applicable to all manufacturing industry, because not all suitable to apply methods such customer engagement. For the consumer goods manufacturing industry, still more appropriate to apply the concept of vertical marketing. They make the production process in end-to-end from the beginning R & D to distribution, then do the necessary campaign to educate customers, through the media can be above the line or below the line.
In the end, the application of horizontal or vertical marketing will bring back the debate about the cost-benefit. But the method of self-actualization, as well as mentioned above can be applied to any fixed marketing methods applied. Web 2.0 eras, not only in front of the eyes, but it has happened. Hundreds of thousands of people in the world already has a personal blog, then why only a handful of companies look at corporate blogs as a medium for self-actualization? Blog provides flexibility for companies to get in touch with their environment through the grammar that is not necessarily formal.
Building a corporate image is not merely to go through a formal language / language of the gods that it was a cause difficulty for the same perception. So to horizontal or vertical, to individuals or institutions, not individuals or companies, like social or commercial, the importance of self-actualization through any medium of communication with fixed fundamental.
