I am excited and proud to announce the official launch of the horizontal revolution in its English version. This is a book that many people have been reading in Spanish, it is now in its second edition in this language.
¿What is The Horizontal Revolution?
This book co-written by Alberto Arébalos and myself, speaks the traditional model of marketing as we are taught in school contains four P’s: product, price, place and promotion. However, this model has fallen short and is completely outdated due to the blossoming of the Internet and its many social platforms which gives rise to horizontal revolution.
When I talk about social platforms I do not mean just to social networks such as Facebook, Twitter, Foursquare, etc., I also talk about platforms like Uber, Airbnb and Spotify, which are designed for the user.
After The Horizontal Revolution, the people is able to access information throughout the Internet, which has made the user the more relevant factor while designing an experience, be it sales, services or products. The world now is “horizontal”, ie, all have the same capacity to access information, services and generally to products worldwide.
When the information was exclusively acced by a selected group of people. They could keep their clients in ignorance, depriving them of a more informed decision making process.
Now that The Horizontal Revolution has passed, users have the same right of access and transmision of information. This allows for people like you and me to share and convey our opinion to the public through digital media, all this without passing it through a filter of censorship that serves interests of others. This allows us to transit our most honest opinions, and share it with like minded people.
The peer-to-peer conection makes social platforms possible. For example, when someone loggs-in to Facebook, she does not do so to read what workers in Facebook consider relevant for publication, like a newspaper. People log-in to see what their peers have shared. They want to share, photos, and even funny videos filmed and posted from people like them.
While we find increasingly more paid ads on social networks, even at this time, social networks are built for and by the users, hence the importance of focusing on peers and is what most catches the attention of people, clearest example of this are the videos that truly become viral because people like and not because a company has paid for driving with ads that people likes and shares.
So if any of this makes sense to you, then I invite you to get this new edition of a well-known book for the spanish audience.
Download the spanish version here for free.
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