Q. Please I really need this for my report! Thanks.
A. The modern usage of Vertical and Horizontal Marketing are intrinsically the same as the classical definition, but are inclusive of modern media.
A vertical market can be two things, though by definition, one should be sub-grouped as an affinity market. In industry, the vertical markets are those where there is a common interest, often exploited by the advertising media. Trade Magazines fit well into this category with âWhatâs New in Industryâ addressing manufacturing as a sector, âProcess and Controlâ addressing the narrower vertical of process automation and âThe Potatoâ (Iâm not joking â the Editor used to be an ex Squadron Leader who could drink any marketing manager under the mess room table) addresses everything you can do with a potato. âPotato Growerâ on the other hand looks at the agricultural end of the business.
What I call so-called verticals have become de-facto vertical markets by definition, so a piece of software might be developed for the vertical market of Lawyers, or Accountants or Estate Agents or Dentists. Even an application for a more generic piece of software such as a spreadsheet will allow it to develop niche markets which are vertical in nature. Come up with a macro to unwind wonky derivative positions and your vertical market would be inept or corrupt merchant bank traders!
The affinity type of vertical is where the product is marketed to people who tend to do the same thing and who can influence each other, such as nurses and teachers. A vertical marketing application to these two groups would be selling thermometers and exercise books, but an affinity marketing exercise would include holidays, cosmetics and gym club subscriptions (Because market research has shown that most of the said population is interested in these things.)
Horizontal Markets or Horizontal Marketing is found where you take little or no notice of what people do for a living. Everyone needs spreadsheets, so you sell them to all types of business. Expensive spreadsheet solutions such as ânâ dimensional pivot tables like Tableau Software will only appeal to companies which do advanced statistical analysis and visualisation, but as they could be in any manufacturing or service sector, this is still a horizontal market. The buyers occupy a niche in it!
Likewise, My CRM and Sales Forecasting solutions will find a use with any company, but to get the best out of the sales forecasting aspects, they really need about 10 people to be involved in selling, from the front desk, to the sales team, marketing team and directors. I therefore have to identify companies with a turnover of around 5M and at least 25 employees across all vertical niches. Vertical niches in horizontal markets are also useful and often defined by past success in that area. The most common horizontal market delineators are turnover, employees or where they are located.
If I really want to impress a client, I will seek to understand his own vertical market and the specific needs of forecasting and CRM within it. I can do this for all High-tech and Industrial businesses, but I havnât got the foggiest why a solicitor wants to use my CRM system until I ask him, so I do not actively market to them. If they want to buy from me, I ask the relevant questions and gain the knowledge I need at my own time and expense.
The two terms are often combined either inclusively or exclusively, i.e. a product can appeal only to a particular vertical sector or application sector in a given horizontal market or it can appeal to either a particular application which a company is engaged in or any company which meets other specific demographics. For example SMS text messaging from a CRM system is a tough one, because it is useful to anyone who has a list of contacts with mobile phone numbers in their database records. Verticals in this would be Automobile Service, Dentists, Alternative Health Types, Lenders, and Nurseries and so on. There is no single vertical and the horizontal is defined by a need to mass communicate by text.
If you want to define that horizontal market more closely, it turns out to be âCompanies which perceive the value of spending £500 per relevant employee to empower them to send out timely SMS Text Messages.â Try finding that target group through demographics â many have tried, few succeeded, yet the need remains.
Hope that this doesnât confuse you too much!!
Steve Alker
SalesVision and Unimax
A vertical market can be two things, though by definition, one should be sub-grouped as an affinity market. In industry, the vertical markets are those where there is a common interest, often exploited by the advertising media. Trade Magazines fit well into this category with âWhatâs New in Industryâ addressing manufacturing as a sector, âProcess and Controlâ addressing the narrower vertical of process automation and âThe Potatoâ (Iâm not joking â the Editor used to be an ex Squadron Leader who could drink any marketing manager under the mess room table) addresses everything you can do with a potato. âPotato Growerâ on the other hand looks at the agricultural end of the business.
What I call so-called verticals have become de-facto vertical markets by definition, so a piece of software might be developed for the vertical market of Lawyers, or Accountants or Estate Agents or Dentists. Even an application for a more generic piece of software such as a spreadsheet will allow it to develop niche markets which are vertical in nature. Come up with a macro to unwind wonky derivative positions and your vertical market would be inept or corrupt merchant bank traders!
The affinity type of vertical is where the product is marketed to people who tend to do the same thing and who can influence each other, such as nurses and teachers. A vertical marketing application to these two groups would be selling thermometers and exercise books, but an affinity marketing exercise would include holidays, cosmetics and gym club subscriptions (Because market research has shown that most of the said population is interested in these things.)
Horizontal Markets or Horizontal Marketing is found where you take little or no notice of what people do for a living. Everyone needs spreadsheets, so you sell them to all types of business. Expensive spreadsheet solutions such as ânâ dimensional pivot tables like Tableau Software will only appeal to companies which do advanced statistical analysis and visualisation, but as they could be in any manufacturing or service sector, this is still a horizontal market. The buyers occupy a niche in it!
Likewise, My CRM and Sales Forecasting solutions will find a use with any company, but to get the best out of the sales forecasting aspects, they really need about 10 people to be involved in selling, from the front desk, to the sales team, marketing team and directors. I therefore have to identify companies with a turnover of around 5M and at least 25 employees across all vertical niches. Vertical niches in horizontal markets are also useful and often defined by past success in that area. The most common horizontal market delineators are turnover, employees or where they are located.
If I really want to impress a client, I will seek to understand his own vertical market and the specific needs of forecasting and CRM within it. I can do this for all High-tech and Industrial businesses, but I havnât got the foggiest why a solicitor wants to use my CRM system until I ask him, so I do not actively market to them. If they want to buy from me, I ask the relevant questions and gain the knowledge I need at my own time and expense.
The two terms are often combined either inclusively or exclusively, i.e. a product can appeal only to a particular vertical sector or application sector in a given horizontal market or it can appeal to either a particular application which a company is engaged in or any company which meets other specific demographics. For example SMS text messaging from a CRM system is a tough one, because it is useful to anyone who has a list of contacts with mobile phone numbers in their database records. Verticals in this would be Automobile Service, Dentists, Alternative Health Types, Lenders, and Nurseries and so on. There is no single vertical and the horizontal is defined by a need to mass communicate by text.
If you want to define that horizontal market more closely, it turns out to be âCompanies which perceive the value of spending £500 per relevant employee to empower them to send out timely SMS Text Messages.â Try finding that target group through demographics â many have tried, few succeeded, yet the need remains.
Hope that this doesnât confuse you too much!!
Steve Alker
SalesVision and Unimax
How to get money easy and fast?
Q. How are the ways I can make money quick and easy and my goal is 300$ and I am 14. I get 10$ allowance but what else can i do?
A. A lot of corporations allow employees to work from home these days. The Customer Service Representative job is one of them. Some of the large corporations are, or have, invested in advanced telephone systems that allow the work number to ring in multiple places depending on how you set it up via a website. For example., it can ring at home, work, and your cell phone similtaneously, or just the one you define. And/or, you can plug in a headset into your work computer and take the calls right there. This technology, combined with VPN access to your worksite via a corporate issued laptop or approved home PC enable you to treat a home desk/office setup just as if you were at work. It enables you to transfer calls to others, as if you were in the office. It enables you to utilize corporate software, like CRM (Customer Relationship Management) appllications to open Service Requests for the customer you're speaking with.... or update it appropriately.
This all said, the salaries you can get in the office should be available to you at home too. To boot, it is CHEAPER for the Corporation to employ you at home than it is for them to provide you desk space in the office. Real Estate is the SECOND largest employment cost to a company, immediately following Salary/Benefits. Travel costs are the third major expense. So, if you can save them the Real Estate costs, then you're saving them money. And soon, you may also find TAX CREDITS given to the Corporation because you're not commuting to work (i.e. poluting the environment).
This all said, the salaries you can get in the office should be available to you at home too. To boot, it is CHEAPER for the Corporation to employ you at home than it is for them to provide you desk space in the office. Real Estate is the SECOND largest employment cost to a company, immediately following Salary/Benefits. Travel costs are the third major expense. So, if you can save them the Real Estate costs, then you're saving them money. And soon, you may also find TAX CREDITS given to the Corporation because you're not commuting to work (i.e. poluting the environment).
Do you think open source is good?
Q. It of course helps to improve the quality of a software. There is always a chance to develop a new software out of it with new ideas and thoughts of multiple people around the world. But at the same time, do the developers (of open source) consider the end user and reach out them with support? Do you think the same way?
A. I think open source is very beneficial to individuals and small business. You can get high quality enterprise level applications and software for free. Beyond that they often have a very loyal following. Let's take Dotnetnuke for an example. It is an open source CMS (Content Management System) that can quickly enable an individual or business to create their own website with little more effort than it takes to make your own blog. It comes with built in functionality called "Modules" that include, blogs, Surveys, Wiki, News, Contacts, Announcements and much much more all for free. All you need to do is get a hosting provider that supports DNN. Currently their are almost 600,000 registered members of the DNN community. That means their is a lot of brain power and excitement behind this Open Source solution. If you want to add functionality that isn't built in such as help desk, CRM or anything else, you can go to http://www.snowcovered.com to take a look at the many solutions you can purchase for a very reasonable price. If you want to learn DNN fast you can go over to http://www.dotnetnuketraining.com and check out the free content or sign up as a member to get your DNN website to look and work the way you want it to in no time.
I hope this example helps you see that at least for this particular Open Source solution, the developers and excited community offer almost un matched support, tools and creativity to get any web project off the ground.
Best Regards,
Clevelandguru
I hope this example helps you see that at least for this particular Open Source solution, the developers and excited community offer almost un matched support, tools and creativity to get any web project off the ground.
Best Regards,
Clevelandguru
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