The report went on to forecast continued gloom and doom for the print market [I am not a buyer of that entire position here, because it depends on the type of print, market segment, whether consumer or B2B, and there's not much depth to the data].  “Marketers are expected to continue cutting their print advertising budgets for the next half-decade, spending $32.3 billion in 2016, 10% less than what they invested in print ads in 2011,” said the report, while television spending is projected to be unaffected and ought to enjoy a steady rise.

Digital or Die?

The fact of the matter is that people are more engaged than ever before. Don’t believe me? Ask Bank of America who reversed their $5 monthly account fee because of a web campaign. Still skeptical?  Look at the Arab-Spring.  The revolt against Bank of America and the Arab Spring have one thing in common: the use of digital media to engage and motivate.  So businesses must look at media mix allocation and rethink the opportunities ahead. While macro trends are important, businesses need to focus on where their customers are (physically) and how to get them more engaged. That is how you rethink digital.

Remember, digital is not simply banner advertising, Google AdWords, or Facebook.  The opportunity is to create your own digital engagement mechanism and that can involve offline events – think Flashmob and its subsequent viral campaign.  Yet, for some businesses, it is only natural to resist the digital wave. Believe it or not, people are still shy about it. Print publications are having a hard time making the shift to digital and I don’t blame them for wanting to hold on to the non-digital revenue stream.  For goodness sake, The New York Times started a wine club as a way to attract more revenue several years ago, instead of embracing a comprehensive digital strategy and it is paying for it now!  It is a laggard online! What The Grey Lady did not realize is that opportunities abound in digital, especially in cases where print content is abundant.

But it is also true that from the advertiser and the outlet’s perspective, digital campaigns require a different level of thinking.  They require that your digital strategies and dollars work harder.  It is simply the nature of the medium. Though Google makes it seem easy and Apple makes it accessible, digital strategies are infinitely more difficult than traditional.  If I had a nickel for every time a pundit offered social media as the Road to El Dorado for businesses to expand their brand or open new markets, I would be sitting in my dream apartment in Paris right now.  Though we are celebrating it today, leadership in the digital space is much more than advertising. It is about learning important lessons from Facebook, Twitter, Amazon and email.  It is also about learning from Pets.com and Napster.  The truth is that businesses now have to lead in the digital space or risk being perceived as laggards by their customers and characterized as such by their competitors.  How they make use of digital is the critical question. But know that if they don’t rethink digital’s marketshare, mindshare, or whatever you call it, it will be eroded over time because, like it or not, markets and minds simply move much faster today.

Why Digital Advertising is Winning Right Now

The exponential growth of mobile moves the web from the predictable sedentary time and space of the desktop or laptop to everywhere.  This delivers brands ever growing opportunities to reach more people, in physical and online spaces that are relevant to both the brand and the customer.  Digital will continue to win, but in my view, digital engagement campaigns, including various uses of apps, will vastly outpace digital advertising. Offline outlets and traditional media such as print, radio and television can now deliver even more value using their legacy content to drive online engagement delivering a powerful cocktail of audiences for their advertisers.

Digital Dreams: Why Digital Advertising is Not Good Enough Anymore

Yes, this is great news for digital advertisers, certainly better news for online advertising outlets.  Facebook, Twitter and even Zappos are proving that digital advertising is not good enough.  It really is about the engagement opportunities.

And when television and web finally merge and achieve critical mass, the link between mobile and TV will deliver even more to advertisers and brands.  In the end, those who engage the most, those who understand the power communities and use them, will be the ultimate winners and will win time and time again.

One last thought.  More is not necessarily better.  Just because digital is beating print right now still doesn’t speak to efficacy of campaigns. There is still plenty of money and awesome campaigns that are driving customers to crummy websites!  So, integration of mar/com strategy is critical…yawn, that last sentence was so pedestrian, I know.

Sweet dreams digital marketers, sweet dreams!

Businesses must not only understand that new rules are being written everyday but not by them, by their customers and the technologies they wield. They also must adapt much quicker with reputation management strategies that speak to the depth and breadth of the dissatisfaction being expressed.  These aren’t PR tricks, but real solutions.  Solutions are never enough, you have to communicate them using meaningful strategies that cut through the noise created by those who are dissatisfied. Businesses and governments no longer have control of their brands. Transparency is key to doing business both in the private and public sectors.  And, with that comes the responsibility to employees, citizens, shareholders, constituents, and your peers to mange and steer both the enterprise at hand and the brand reputation in carefully coordinated march.  And yes, the masses have control, but that energy can be harnessed and directed to further promote your brand, ideas, products and services. Think Apple.

We have seen the impact of Facebook & Twitter on Egypt and the Arab World. We continue to see the impact of sites like HackingNetfilx and Comcastsucks.org, and more recently because of instituting new fees on customers, BankofAmericaSucks on their respective targets.  It’s not business as usual anymore, and it hasn’t been for quite a while.  The PR implications today have greater ripple effects than ever and therefore generate more dire business consequences.

People are talking about #OccupyWallStreet and the movements its inspired. Companies and governments ought to be paying attention to who’s occupying their reputation on and offline. People are paying more attention than you think, and doing something about it.

Technologies and innovations need investment, but they also require essential communications strategies if they are going to thrive in a competitive and crowded marketplace. It’s hyperbole to point out that any successful communications program requires some level of investment and commitment. Think of the iphone or ipad.  Apple invested in the technology and meticulously planned for how to communicate with the market to raise awareness and drive sales.

In healthcare, we tend to think of innovation in terms of technologies, clinical breakthroughs, or medicines. It is also right to look outside of healthcare for innovation. Consider how Allegheny Medical Center used Toyota’s method of manufacturing to learn from their errors, streamline their processes, and stretch their budget. The goal is for Allegheny Medical Center to standardize their processes and increasing efficiency, nurses and doctors can now spend more time with their patients,” said the website.

And while I love the Toyota example, Ernst & Young made an interesting point at the conference. Cross-market penetration into healthcare is prevalent if not alive and kicking. Samsung is investing almost $3 billion in electronic health equipment. Nestle a half billion in health and wellness products for diabetes, and obesity. Pepsico, almost $3 billion in healthy drinks and snacks inspired by traditional Chinese medicine, and Telus is investing almost a billion dollars in a social network to allow Canadian patients manage their health.

What kind of partnerships lie are ahead for hospitals and pharmaceuticals?  How can patients be involved in their healthcare, and more importantly, their wellness?  And just as important, how do we effectively communicate theses programs in an increasingly fragmented and social world?  These are some of the questions that occupy our thoughts. Because our job is not only to develop and execute strategic communications campaigns, our job is to partner with our clients and the markets they serve, and deliver transformative ideas that make a difference. It is how we invest in our clients, it’s how we are looking to change the agency game. And now, we just need to communicate it…well.

NEW YORK, NY | Stockholm, Sweden – Abe Kasbo, CEO of Verasoni Worldwide, has been named as a panelist at the Swedish-American Life Sciences Summit 2011. The Summit will take place on August 24-26, 2011 in Stockholm, Sweden.

Kasbo will be a featured speaker on the panel “A Shifting Industry – Trends & Opportunities in the Coming Decade” where he will discuss the impact of the changing roles of marketing communications relative to how healthcare and life sciences companies reach investors and patients.

“It’s an honor to be part of a distinguished panel and contributing to this timely topic. This discussion could not be more fitting relative to near and long-term market trends and the implications are many,” said Mr. Kasbo.  Distinguished speakers include: Göran Hägglund, Sewdish Minister for Health and Social Affairs, Fred Hassan, Chairman, Bausch and Lomb Dr. Mikael Dolsten, President Worldwide R&D, Pfizer, Dr. William A. Haseltine, Chairman, Haseltine Global Health, Professor Mathias Uhlén, The Royal Institute of Technology.  The Swedish American Life Sciences Summit began in 2005 to connect the US market with the Swedish life sciences industry.

This year’s keynote topic is “What to Expect in a Rapidly Changing Life Science World”, presented by Richard Bergström, Director General of European Federation of Pharmaceutical Industries and Associations. Other topics include the future of the pharmaceutical industry, emerging technologies in cancer treatment and global health trends.

For more information about the Summit, visit: http://www.salss.com. For more information on Verasoni Worldwide, please visit http://www.verasoni.com

Idea: Verasoni’s entrepreneurial team works closely with the Pricecare.com board and CEO quickly positioned the company through relevant partnerships, media placements, and re-branding and building the case for venture capital investment.

Impact: Verasoni is currently moving through the venture capital stage with Pricecare.com as exclusive marketing and public relations counsel, while continuing to support the company’s strategic integrated marketing communications strategies.

Idea: Verasoni provides advisory and integrative marketing services. We integrated and streamlined marketing communications including integration of off and online marketing and advertising campaigns, and internal communications strategies. We provide strategic support for the internal public relations department and manage the development of a brand new web portal and various micro-sites that have achieved national and regional acclaim.

Impact: We fast-tracked digital and social media strategies and incrementally grew the hospital’s Facebook property. We are still working with Hurley Medical Center in an ongoing process to maximize its position a leading hospital in Michigan serving Genesee County.

Idea: Verasoni’s creative team developed culturally appropriate messaging, identified media outlets in the United States and around the world to distribute GLS’ brand.  Verasoni carefully crafted language in English and Arabic to ensure that GLS made appropriate cultural connections which were the first and important steps to helping GLS achieve its goals.  Strategic stories were placed on air and in print in various cities around the US including New York and Detroit.

Impact: GLS saw a significant increase in the target market. Verasoni achieved over 2 million impressions within three months to raise awareness of the GLS brand and services.