Modern Business

You must already know that now the communication needs have almost become the primary requirement. I wish to add, maybe now there are four primary needs, clothing, food, shelter, and communication. Communication media also have very much evolved if not arguably had a revolution. This communications revolution is so fierce (of course with the support of technology), not all phases can we tasted. For example, some time ago (early 2000’s, although it was not until five years ago), the data transfer technology GPRS class was very qualified, and still very few who use it. Not until three years, the data transfer technology has emerged so-called G or EDGE 2.5 people. Not until two years later came the 3G technology which has been carrying around a video-call capabilities. Still, his fate seemed no better than EDGE, because soon appear again 3.5 G technology with other names HSDPA / HSUPA that age does not seem too long because the alias WIMAX 4G technology has been waiting for implementation. WIMAX is by calculating the proportion of cost-benefit provides a more optimal will immediately make 3G devices become obsolete. Need impairment? Possibly, but we just enjoy it while it was 3.5 G and 3G services before the time ran out.

Back to the topic of problems, communication with the support of the technology is also the one who caused a shift in the pattern of personal and corporate approach. Public Relations has reportedly now more powerful than marketing. Seminar on “how to” anticipate his public relations in order not only became sidekick of marketing but a new hero was and still often held.

Self-actualization became the most powerful weapon to get closer to the environment. Method of self-or corporate selling-selling through the media that were the target would provide better feedback and targeted. So what to do with horizontal marketing? Actually horizontal marketing terminology, it is more based on the fact that today the world was getting flat. Why Rate? Because in reality with the help of the media dissemination such as Facebook, Twitter, Multiply, Yuwie and others, almost no communication restrictions associated with geographical factors. Although not new, because the media chat has been around since the early 1990s with the presence of mIRC and ICQ, yet with the presence of a Facebook kind of media that can provide a better interactive experience between one member and others, more able to “average” right world.

The actual examples were Harley-Davidson; motorcycle manufacturing company from the name alone has been felt desires exclusive. The motorcycle is worth thousands dollars and has thousands of fans throughout the world. How can they become fanatical fans? Because of the Harley-Davidson is very concerned that they give feedback, HD is very concerned with what customers want. HD even contributed to build and fully support the HD motor clubs around the world. In addition to generating fanaticism, the ownership of an HD motorcycle gives a sense of self-actualization that is second to none. Why? Because they feel that they own a motorcycle as if it was made just for them. It is exclusive right?

And of course, this fanaticism is rooted in the HD itself which provides enormous opportunities to its customers to customize their motorcycle. Highly customized bike is then mass produced after receiving the “green light” from its customers. Here horizontal marketing is very important; customers are actively involved from the planning, production process, finishing, maybe even up to the product distribution.

At the time the product reaches the customer, almost no complaints from customers since the beginning they had been involved.

Sure horizontal marketing method this does not necessarily apply to all industries, because not all suitable to apply methods such customer engagement. For consumer goods manufacturing industry, remains more appropriate to apply the concept of vertical marketing. They perform the production process by end to end from the beginning of R & D to distribution, and only then do the necessary campaign to educate the customer, either through the media above the line or below the line.

In the end, the application of horizontal or vertical marketing will be re-raises the debate about the benefit cost. But the method of self-actualization as those mentioned above can still apply any marketing method that is applied. Web 2.0 eras not only in front of the eye, but has already occurred. Hundreds of thousands of people in the world already has a personal blog, then why only a handful of companies that looked at corporate blogs as a medium of self-actualization? Blogs provide more flexibility for companies to get in touch with his environment through the grammar that is not necessarily formal.

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