Zero Paid Media as the New Marketing Model
Wiley, 9781118801154, 288pp.
Publication Date: October 7, 2013
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The world has changed. Everyone keeps reminding marketers andadvertisers about the never ending and accelerating forces oftechnology disruption, consumer changes, and innovation evolutionin the marketing world today. Sounds exciting except for the factthat we're doing absolutely nothing aboutit. Zero.
Simply put, under current operating conditions, the advertisingindustry will not be able to sustain itself and without takingaction, is likely to result in severe to catastrophic outcomes-from financial underperformance to job loss to even a collapse ofthe current media ecosystem.
The solution? The Marketing Model can be fixed by slashing your adbudget, and investing in the Z.E.R.O. framework:
- Owned Assets
About the Author
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.