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229. “Irresponsibly Digital” with Abe Kasbo
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Dawn talks with Abe Kasbo, CEO of Verasoni, about “irresponsibly digital” marketing and why businesses should think critically before increasing platform spend. Abe describes the shift from legacy media to digital since 2005 and argues marketing is behavioral science, but digital pushes businesses toward clicks, ROAS, and vanity metrics while neglecting brand, reputation, and the fact that many small businesses rely heavily on word of mouth. He warns of bots, fake traffic, ad fraud, low organic engagement, and platform “black boxes,” citing Facebook purging large numbers of accounts and concerns about fabricated “digital friends.” They discuss the real cost of “free” social (time), Google’s recurring prompts to raise budgets, and the need to audit audiences. Abe shares a case where webinars, email capture, and trade shows grew a company’s email list from 3,000 to 148,000 and boosted revenue, emphasizing human-focused, integrated strategies.
In this Episode....
Who is Abe Kasbo, and whom does he serve? (00:44)
Origins of Irresponsible Digital (01:09)
Marketing Beyond Clicks (02:46)
From Legacy to Trackable Ads (03:59)
Creative vs Metrics Trap (06:11)
Organic Reach Reality Check (07:06)
Free Social Costs Time (09:32)
Scheduling Tools and Algorithms (11:24)
Ad Fraud and Fake Accounts (14:35)
Auditing Vanity Metrics (18:29)
Email and Webinars Win (20:51)
AI Ads and Nutrition (23:33)
Organic Relationships Matter (25:28)
Black Box Ad Transparency (27:53)
AI Search Slippery Slope (32:55)
CTV and Direct Mail Return (35:56)
Book Plug and Big Takeaways (39:00)
Digital as Business Tax (40:34)
Human Loop Closing (42:57)
Abe Kasbo’s Information:
Website: https://verasoni.com/
LinkedIn: https://www.linkedin.com/in/abe-kasbo-3828913/
Book: https://irresponsiblydigital.com/
Support the show
Thanks for listening. If you liked what you heard and want more, please visit and subscribe:
Subscribe to our Youtube Channel: https://youtube.com/@dawnkkennedyxo?si=DcRcjv7H0KN5_vFP
Follow us on Instagram https://www.instagram.com/dawnkkennedyxo
Follow us in Tiktok: https://tiktok.com/dawnkkennedy
For weekly in-depth articles, tips, and strategies: https://getinweredoingbusiness.substack.com
Dawn’s Website: https://dawnkkennedy.com/
Links and Freebies: https://dawnkkennedy.com/resources
Support the show
SUPPORT THE SHOW
Order Dawn’s book, The Profit Accelerator for Small Business ...
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By Dawn KennedySend us Fan Mail
Dawn talks with Abe Kasbo, CEO of Verasoni, about “irresponsibly digital” marketing and why businesses should think critically before increasing platform spend. Abe describes the shift from legacy media to digital since 2005 and argues marketing is behavioral science, but digital pushes businesses toward clicks, ROAS, and vanity metrics while neglecting brand, reputation, and the fact that many small businesses rely heavily on word of mouth. He warns of bots, fake traffic, ad fraud, low organic engagement, and platform “black boxes,” citing Facebook purging large numbers of accounts and concerns about fabricated “digital friends.” They discuss the real cost of “free” social (time), Google’s recurring prompts to raise budgets, and the need to audit audiences. Abe shares a case where webinars, email capture, and trade shows grew a company’s email list from 3,000 to 148,000 and boosted revenue, emphasizing human-focused, integrated strategies.
In this Episode....
Who is Abe Kasbo, and whom does he serve? (00:44)
Origins of Irresponsible Digital (01:09)
Marketing Beyond Clicks (02:46)
From Legacy to Trackable Ads (03:59)
Creative vs Metrics Trap (06:11)
Organic Reach Reality Check (07:06)
Free Social Costs Time (09:32)
Scheduling Tools and Algorithms (11:24)
Ad Fraud and Fake Accounts (14:35)
Auditing Vanity Metrics (18:29)
Email and Webinars Win (20:51)
AI Ads and Nutrition (23:33)
Organic Relationships Matter (25:28)
Black Box Ad Transparency (27:53)
AI Search Slippery Slope (32:55)
CTV and Direct Mail Return (35:56)
Book Plug and Big Takeaways (39:00)
Digital as Business Tax (40:34)
Human Loop Closing (42:57)
Abe Kasbo’s Information:
Website: https://verasoni.com/
LinkedIn: https://www.linkedin.com/in/abe-kasbo-3828913/
Book: https://irresponsiblydigital.com/
Support the show
Thanks for listening. If you liked what you heard and want more, please visit and subscribe:
Subscribe to our Youtube Channel: https://youtube.com/@dawnkkennedyxo?si=DcRcjv7H0KN5_vFP
Follow us on Instagram https://www.instagram.com/dawnkkennedyxo
Follow us in Tiktok: https://tiktok.com/dawnkkennedy
For weekly in-depth articles, tips, and strategies: https://getinweredoingbusiness.substack.com
Dawn’s Website: https://dawnkkennedy.com/
Links and Freebies: https://dawnkkennedy.com/resources
Support the show
SUPPORT THE SHOW
Order Dawn’s book, The Profit Accelerator for Small Business ...