Z.e.r.o. : Zero Paid Media as the New Marketing Model

ISBN-13: 9781118801154 / Angielski / Twarda / 2013 / 288 str.

Joseph Jaffe; Maarten Albarta

Opis

The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we're doing absolutely nothing about it. Zero.

Simply put, under current operating conditions, the advertising industry will not be able to sustain itself and without taking action, is likely to result in severe to catastrophic outcomes- from financial underperformance to job loss to even a collapse of the current media ecosystem.

The solution? The Marketing Model can be fixed by slashing your ad budget, and investing in the Z.E.R.O. framework:

• Zealots
• Entrepreneurship
• Retention
• Owned Assets

Spis treści

Foreword Chris Burggraeve vii

Preface The Obesity Epidemic xi

A Note from the Authors xv

SECTION I The Problem 1

CHAPTER 1 Madison Avenue: We Have a Problem 3

CHAPTER 2 A Perfect Storm Is Coming 9

CHAPTER 3 The Economic Case 21

CHAPTER 4 The Business Case 31

CHAPTER 5 The Media Case 37

CHAPTER 6 The Consumer Case 47

CHAPTER 7 The Creative Case 57

SECTION II The Z.E.R.O. Vision 67

CHAPTER 8 Is It Time to Blow Up the Entire Model? 69

CHAPTER 9 Introducing Z.E.R.O. 81

SECTION III The Z.E.R.O. Action Plan 127

CHAPTER 10 Culture and Talent 131

CHAPTER 11 Tenure 139

CHAPTER 12 Compensation 145

CHAPTER 13 Budget Setting 155

CHAPTER 14 Measurement and Insights 169

CHAPTER 15 Use Existing Customers to Gain New Ones 181

CHAPTER 16 Customer Experience Becomes the Key Strategic Differentiator 191

CHAPTER 17 The Innovation Imperative 203

CHAPTER 18 Become a Data Junkie 219

CHAPTER 19 From Campaigns to Commitments to Ecosystems 231

CHAPTER 20 That s Great . . . Now What the Hell Do I Do Next? 241

Epilogue 255

Notes 261

Index 267

O autorze

Joseph Jaffe (www.startupsforbrands.com; Westport, CT) is one of the most sought–after consultants, speakers and thought leaders on innovation, marketing, new media and social media. He is Founder & Partner of Evol8tion, LLC, an innovation agency that matches early stage startups with established brands to partner via mentoring, pilot programs, investment and/or acquisition.

Maarten Albarda (www.mlaconsultingllc.biz; Stamford, CT) has led a distinguished global career in senior pan–regional and global leadership roles at JWT, Leo Burnett, McCann–Erickson, The Coca–Cola Company and AB–InBev, living and working in The Netherlands, the UK, Japan, Germany and the US. He is a sought–after speaker, having made regular appearances at the Festival of Media, Cannes Advertising Festival, DMexco, Ad:Tech and other leading events. He is also a contributor to various marketing training programs such as Stanford University′s Digital Marketing Program and C–Squared′s Festival of Media LatAm Academy.

Blurb

Praise for z.e.r.o.

"With Z.E.R.O., Joseph Jaffe and Maarten Albarda submit a true challenge to everyone who works in marketing. The World Federation of Advertisers likes challenges for its constituents, and this challenge goes right to the heart of our industry."

Stephan Loerke, Managing Director, World Federation of Advertisers (WFA)

"I love the Z.E.R.O. concept! As someone who has been committed to consumer–centricity and innovation for as long as I can remember, it′s a breath of fresh air to hear this way of thinking being committed to paper in such a compelling way."

Jon Wilkins, founder, Naked Communications

"Money for nothing and clicks for free? Absolutely! Maarten and Joseph do not just scare the bejesus out of you when it comes to our media landscape, they also deliver an exceptional manifesto and close with, my favorite, a ten–point action plan to transform your organization. Buy. Read. Shift from rent to own."

Avinash Kaushik, Digital Marketing Evangelist, Google and author of Web Analytics 2.0

"There simply aren′t enough media dollars in the hands of any marketer today to address the brand challenges he or she faces in this topsy–turvy media ecosystem. Z.E.R.O. shows an alternative path, one that′s driven by direct consumer relationships without media companies serving as intermediaries. Yes, it′s a daunting, intimidating future, but probably the lifeline for most brands."

Shiv Singh, Head of Global Brand and Marketing Transformation, Visa Inc.

"A rant and a manifesto focused on the synthesis of four big ideas. Take this book seriously it will change the way you think about marketing forever."

Seth Godin, author of The Icarus Deception

"In the past few years, the volume of change in the media industry has been unprecedented and it shows no signs of stopping. For marketers looking to navigate the noise and come out on top, Jaffe and Albarda deliver an invaluable road map."

B. Bonin Bough, Vice President of Global Media and Consumer Engagement, Mondel ez International

"Agencies, advertisers, and media are forever linked, but the dynamics, relationships, and interdependability is undergoing fundamental change. This book lays down a new blueprint for all parties involved, written by two authors who know what is at play as well as at stake."

Jack Klues, former Chief Executive Officer, VivaKi