Zero Paid Media as the New Marketing Model
Wiley, 9781118801154, 288pp.
Publication Date: October 7, 2013
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:
- Owned Assets