By Scott HarrisArticle written for the Ventura County Star. Social marketing is becoming more prevalent every day, and that presents both opportunities and risks to marketers. Every new technology presents its own set of challenges, so those of us who utilize these technologies to reach customers and prospects have to find the right balance between
Category: Published Articles
Brand Management
By Scott HarrisArticle written for the San Fernando Valley Business Journal. Brand management is a focused marketing effort for protecting and increasing positive awareness of a company’s brand, and ultimately improving brand equity (its value as an asset to the company). In many cases, brand equity is a company’s most valuable asset and should be
Saving Money Through Social Marketing
By Scott HarrisArticle written for the Ventura County Star. The economy is improving, or at least slowing its downturn. As a result, many who have put their marketing efforts on complete hold for the past few months are now looking at options and opportunities for reengaging with their customers and prospects. However, only the most
Communications Audit
By Scott HarrisArticle written for the San Fernando Valley Business Journal. A few years ago I was performing a communications audit for a large Japanese manufacturing company whose U.S. headquarters were in the San Fernando Valley. Early on we found that they had been spending over $100,000 per year to advertise in business-to-business magazines –
Smart Advertising
By Scott HarrisArticle written for the San Fernando Valley Business Journal. Next month we are going to begin our series on Communication Audits (I promise!), but today we’re going to take a look at two growing – and dangerous – trends in advertising. One is age old and one is relatively new. However, both are