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Verizon Business shifts ad focus

DRIVEN TO DIFFERENT MICROSITES

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The TV and print ads drive users to different microsites. The main site for the campaign is www.verizon.com/better, which provides an overview of Verizon Business solutions, as well as microsites for specific industries. There is also an extensive thought-leadership site at www.verizonbusiness.com/thinkforward, aimed at senior business executives and global IT leaders. “This is moving us from a product-silo story to one that is much more focused on the full breadth of our capabilities and what they do to solve business challenges,” Carr said. “The content is meant to invoke conversation and provide information around experiences we've had with large businesses in solving business challenges.” The thinkforward site has sections on global issues like sustainability, security and cloud computing, featuring actual customers discussing problems and solutions. “CIOs are not necessarily the "technogeeks' they have been in years past,” Carr said. “They are focused on improving business performance.” The company is using social media to promote the campaign, including a Verizon Business channel on YouTube, a Facebook page and a Twitter channel. The campaign will debut this month in the UK, followed by rollouts in Germany, India and Japan. “As we enter into a market, we plan to do brand studies and follow-up, and the goal is to continue to go country by country,” Carr said. M
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