For the past several
years, online marketing has narrowed down the massive global market into
smaller local markets. Can they still get smaller?
That's easy for vertical
marketing, the act of endorsing goods and services to a severely-limited niche.
You aren't just looking at a business catering to a certain city but also to a
certain target market. For example, vertical marketers may only deal with one
plumbing company per city or town to help increase brand awareness even more.
It's the polar opposite
of horizontal marketing, in which the problem is that it tries to please even
people who don't need the goods or services. People won't call a plumber to fix
faulty wiring at home or install a brand new roof. Vertical marketing narrows
it down to the ideal few to prevent as many marketing misses as it can.
How can vertical
marketing be a viable strategy when it doesn't span as wide as its horizontal
cousin? It doesn't have to; the few who have enjoyed a business's goods and
services will soon spread word about it. Due to the narrowed nature of vertical
marketing, competition is less likely. A business can dominate the niche
unchallenged and work its way from there.
With a smaller audience,
however, it's more important to work harder to give them a satisfying
experience. Unlike horizontal target audiences, vertical ones are harder to
replace or replenish once a member leaves.
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