Weighing in on User Generated Content
By Abe Kasbo Companies have been shying away from allowing users to generate content to represent their brand, and rightfully so. It’s perfectly rational that businesses ought not surrender their brand equity to the masses, or more importantly, the individuals who may have the ability to adversely affect their business by getting content out to [...]
Tags: marketing strategy, Social Marketing, Technology, user generated content, www.verasoni.comMedia Synergy Is Important – Part I.
By Abe Kasbo: We often advise our clients to strategically “own” media. In other words, develop a media plan within the overall marketing plan that allows enough frequency of your message in particular media to reach your audience. It’s also important to identify goals for each medium, for example: “call to action” in the papers, [...]
Tags: Advertising, Branding, marketing strategy, verasoni, www.verasoni.comWhere To Invest Your Marketing Dollars?
By Abe Kasbo So the CMO of Proctor and Gamble did it, so did his peer at American Express. And in February of 2006, John Stratton, VP & CMO of Verizon who controls a budget of more than $2 Billion bluntly warned “major money is going to be in motion in the next decade and [...]
Tags: consumer marketing, Financial marketing, marketing, marketing strategyOf Viral & Word of Mouth Marketing…The Consumer Is Loud & Clear
By Abe Kasbo A couple of days ago a report issued by Delloite’s Consumer Products group said that consumer online reviews strongly influence purchase decisions. Online consumer reviews are the “pimp my ride” version of “this is not your father’s Oldsmobile,” the highly effective, ever selective, never underestimated power of word of mouth. So this [...]
Tags: Branding, Brands, Financial marketing, healt care marketing, marketing, marketing strategy, www.verasoni.comChoosing Your Identity and Market Messages – Think From the Customer In To Your Business
By Abe Kasbo We’ve all been there. hunkered down, coming up with names for our businesses, products, and so on. And let’s face it, some of us have come up with some good ones and other, well, not so good. But what’s the difference between the good and not so good? How do you know? [...]
Tags: Branding, marketing, marketing strategy, Online Marketing, www.verasoni.comMarket to Market, Not to Media
By: Abe Kasbo Often marketers tend to think about media as an end-goal for campaigns when then ought to be thinking about the market. I often hear, “we’ve gotta be on TV,” or “we’ve got to get on Youtube,” or “our competitors are running are on the radio.” My typical response is almost always, “so [...]
Tags: Branding, Brands, marketing, marketing strategy, Social MarketingWhat’s That Eating At Your Brand? Could it Be a Rebate?
By: Abe Kasbo I’m a subscriber to Verizon Wireless. Been with them for about 8 years, and for the most part, I am very happy with the company’s services. I often recommend the service to family and friends. So when I got a wireless data card from them two months ago, I expected the same [...]
Tags: Branding, consumer marketing, Public Relations, www.verasoni.comWe Need PR – Translation…Get Me In the Papers…
By Abe Kasbo In our talks with with our clients, we hear a incessant cry for “Public Relations.” What they almost always mean “is get me in the paper.” Certainly, press coverage is a great way to get the word out and to let people know about your differential advantage, people, technologies, business processes, etc. [...]
Tags: ecommerce, Financial marketing, investor relations, marketing, media relations, PR, Public RelationsSpeak Directly & Your Message Will Carry A Big Stick
By Abe Kasbo There are certain tendencies in almost every industry to communicate to the market in sector specific lingo, and actually believe it will deliver results. This lingo usually leaks into advertising, marketing communications, and worse, the language between the business and its customers. This isn’t good for both the business and its clients. [...]
Tags: Advertising, consumer marketing, healthcare branding, healthcare marketing, marketing, www.verasoni.comChatter Before the Sale
By Abe Kasbo: So social marketing sites are all the rage and they should be. And while myspace and youtube’s management respectively made their money by selling their companies, now we’ve got some evidence that social networking sites are now starting to drive shopping visits, and in the process making the users some dough. According [...]
Tags: consumer marketing, marketing, Social Marketing, web marketing
