Fr. 41.90

Z.e.r.o. - Zero Paid Media As the New Marketing Model

English · Hardback

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Description

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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:backup out PBE_20210409_180616.xml PKN_20210409_180616.xml PVA_20210409_180616.xml work Zealotsbackup out PBE_20210409_180616.xml PKN_20210409_180616.xml PVA_20210409_180616.xml work Entrepreneurshipbackup out PBE_20210409_180616.xml PKN_20210409_180616.xml PVA_20210409_180616.xml work Retentionbackup out PBE_20210409_180616.xml PKN_20210409_180616.xml PVA_20210409_180616.xml work Owned Assets

List of contents

Foreword Chris Burggraeve viiPreface The Obesity Epidemic xiA Note from the Authors xvSECTION I The Problem 1CHAPTER 1 Madison Avenue: We Have a Problem 3CHAPTER 2 A Perfect Storm Is Coming 9CHAPTER 3 The Economic Case 21CHAPTER 4 The Business Case 31CHAPTER 5 The Media Case 37CHAPTER 6 The Consumer Case 47CHAPTER 7 The Creative Case 57SECTION II The Z.E.R.O. Vision 67CHAPTER 8 Is It Time to Blow Up the Entire Model? 69CHAPTER 9 Introducing Z.E.R.O. 81SECTION III The Z.E.R.O. Action Plan 127CHAPTER 10 Culture and Talent 131CHAPTER 11 Tenure 139CHAPTER 12 Compensation 145CHAPTER 13 Budget Setting 155CHAPTER 14 Measurement and Insights 169CHAPTER 15 Use Existing Customers to Gain New Ones 181CHAPTER 16 Customer Experience Becomes the Key Strategic Differentiator 191CHAPTER 17 The Innovation Imperative 203CHAPTER 18 Become a Data Junkie 219CHAPTER 19 From Campaigns to Commitments to Ecosystems 231CHAPTER 20 That's Great . . . Now What the Hell Do I Do Next? 241Epilogue 255Notes 261Index 267

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.

Summary

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

Product details

Authors Maarten Albarda, Maarten Albarta, Josep Jaffe, Joseph Jaffe, Joseph Albarda Jaffe, Joseph Albarta Jaffe
Publisher Wiley, John and Sons Ltd
 
Languages English
Product format Hardback
Released 27.09.2013
 
EAN 9781118801154
ISBN 978-1-118-80115-4
No. of pages 288
Subject Social sciences, law, business > Business > Advertising, marketing

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