Appl How to do it
Posted: Tue Jun 17, 2025 9:43 am
The textbook example of horizontal marketing is Apple. The company provides eye-catching products with great design and offers a service that many companies can follow. Of course, not everyone is a fan of the brand, but Apple owes most of its promotion to its users. Many an Apple evangelist proudly tells on birthdays how beautiful his latest purchase is and how great it works. Can you get better and more credible promotion as a brand?<
Social media
Social media have a major influence on the power of horizontal marketing. brother cell phone list Nowadays, consumers share their experience with a product or service with more and more people. They profile themselves by connecting to – or distancing themselves from – a brand. For example, almost 40 million people currently indicate on their Facebook profile that they find Coca-Cola an interesting brand.
Especially because consumers are increasingly expressing their dissatisfaction with a brand (think of the recent McDonald's hashtag drama, for example ), it is important to think seriously about horizontal marketing. Make sure that your brand is talked about positively and give your customers the role of ambassador. Do they mind? No. If a brand pays a lot of attention to its products and customers, a consumer often wants to visibly connect with this brand.
Conclusion: Finding the right balance
The fact that horizontal marketing is the reality does not mean that vertical marketing will disappear. However, the horizontal variant is becoming increasingly important; I even expect it to become the most important form of marketing in the future. Organisations will therefore have to find the right balance in time: on the one hand with the right communication and on the other hand by being transparent and responding to the needs of the consumer. So make sure you have a good product, a credible story and perfect service. Only in this way will consumers talk positively about you and can your brand (continue to) differentiate itself from competitors.
Social media
Social media have a major influence on the power of horizontal marketing. brother cell phone list Nowadays, consumers share their experience with a product or service with more and more people. They profile themselves by connecting to – or distancing themselves from – a brand. For example, almost 40 million people currently indicate on their Facebook profile that they find Coca-Cola an interesting brand.
Especially because consumers are increasingly expressing their dissatisfaction with a brand (think of the recent McDonald's hashtag drama, for example ), it is important to think seriously about horizontal marketing. Make sure that your brand is talked about positively and give your customers the role of ambassador. Do they mind? No. If a brand pays a lot of attention to its products and customers, a consumer often wants to visibly connect with this brand.
Conclusion: Finding the right balance
The fact that horizontal marketing is the reality does not mean that vertical marketing will disappear. However, the horizontal variant is becoming increasingly important; I even expect it to become the most important form of marketing in the future. Organisations will therefore have to find the right balance in time: on the one hand with the right communication and on the other hand by being transparent and responding to the needs of the consumer. So make sure you have a good product, a credible story and perfect service. Only in this way will consumers talk positively about you and can your brand (continue to) differentiate itself from competitors.