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Z.E.R.O.: Zero Paid Media as the New Marketing Model, by Joseph Jaffe, Maarten Albarda
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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:
- Zealots
- Entrepreneurship
- Retention
- Owned Assets
- Sales Rank: #1343250 in Books
- Published on: 2013-10-07
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .95" w x 6.30" l, 1.07 pounds
- Binding: Hardcover
- 288 pages
From the Inside Flap
In May 2013, WPP's Sir Martin Sorrell conceded his clients were wasting 15 to 25 percent of their advertising dollars, only he didn't know exactly which 25 percent was being wasted. This statement resurrected a similar comment made by retailing pioneer John Wanamaker almost exactly 100 years earlier. Only Wanamaker estimated that number to be 50 percent.
But what if both were wrong? What if that number were way higher than 50 percent? What if we could measure it? What if we knew what to do with the wasted budget—whether to redistribute or optimize inefficient budgets from acquisition to retention? From incumbent channels to innovation platforms?
What if brands could move from being tenants to landlords? From being media dependent to media discerning?
Authors Joseph Jaffe and Maarten Albarda not only feel this is possible, but highly probable, given two forces that—when combined—will deliver a perfect storm that will rock the media world to its core. The push of media inflation, noise and clutter, consumer resistance and apathy, and fleeting viewers will ultimately intersect with the pull of the increasingly digital, social, and connected world, powered by startups, content creation, and customer-centric ecosystems powered by technology. The results will be catastrophic to those who remain paralyzed on the sidelines, but ecstatic to those who take action.
In Z.E.R.O., Jaffe and Albarda introduce the power of Zealots (advocacy), Entrepreneurship (innovation), Retention (customer-centricity), and Owned Assets (direct-to-consumer channels) under a unified call-to-action that, in a perfect world, would create an optimal media budget of Z.E.R.O.
The authors pull Z.E.R.O. punches in delivering some tough love that ultimately is grounded in a shared passion to save the industry (from itself) and, in doing so, reinvent brands and brand building in a time where commoditization trumps differentiation; where automation overshadows humanity; where noise drowns out signal; where the status quo prevails over risk-taking; and where mediocrity dulls creativity.
Z.E.R.O. is a no-holds-barred call to action for corporations and their marketers to adapt or die amid an increasingly turbulent, changing, and dynamic media landscape.
In three sections, authors Jaffe and Albarda outline the problems and challenges that are leading to the Perfect Storm approaching (Section 1), the introduction and delivery of the Z.E.R.O. Manifesto (Section 2) in which the vision and idea of Z.E.R.O. is presented, and finally a ten-point Action Plan with pragmatic recommendations marketers can start doing to ensure not just survival, but also the ability to thrive in the turbulent (yet exciting) world that lies ahead.
The Foreword is written by Chris Burggraeve, the former CMO of Coca-Cola Europe and Global CMO of Anheuser-Busch InBev as well as the former World Federation of Advertisers president.
Z.E.R.O. is not a pipe dream. It's a reality for companies like Red Bull, Nike, Apple, Starbucks, and Amazon.com. And it could be for you too.
From the Back Cover
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
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 Albarta (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.
Most helpful customer reviews
4 of 4 people found the following review helpful.
A must-read for brand managers and those that love them (agencies)
By Phillip Censky
I am normally very skeptical of business books that make bold title claims. Z.E.R.O. is definitely a bold claim; however Joseph and Maarten are writing from places of experience and expertise. They have substantial agency and brand experience...and by all indications, thrived in those positions. In a field of self-appointed "new media gurus", these guys stand out because they have successfully put many of these practices in action.
Z.E.R.O. is as much an acronym as it is a mindset. While most brands will never spend $0 on paid media, brand managers can definitely benefit from starting from zero when it comes to budget planning.
After I read this book, I began to apply some of its principles to my consulting practice. The response has been overwhelmingly positive for my clients' businesses and my own. Great marketers borrow and steal from other great marketers. This book can make you a better marketer.
If I were forced to recommend just 3 must-read books for 21st century brand management, they'd be: Delivering Happiness (Tony Hsieh), The Thank You Economy (Gary Vaynerchuk) and this book.
If you think Z.E.R.O. can't work, I'd suggest you look at Tesla Motors, Cards Against Humanity, Dollar Shave Club and PooPourri. Let's just say they won't be buying 30 seconds on SuperBowl Sunday any time soon...
3 of 3 people found the following review helpful.
Brave and Accurate.
By AVK
Maarten and Joseph call out the huge opportunity for marketers to behave smarter going forward. They not only outline clearly the massive cracks in the system but they go on to give their POV on how to manage it. The aspiration is likely too massive for many Fortune 500 companies but the point is clear building on Flip the Funnel. Z.E.R.O. gets a little framework heavy at the end but remains a must read for CMOs, media executives and leaders.
2 of 2 people found the following review helpful.
from zero to infinity
By Atle Brandt
If you've heard of Jaffe before, or read the previous books (life after 30s spot, join the conversation, flip the funnel) - you know what kind of a ride you are in for. If not; buckle up the mental seat belt, prepare for lift off and visions spanning the boundaries of marketing, advertising and communication in general.
Parts of the material is previously published articles, and the alternating chapters give an extended conversational feel. Sort of like having a coffee in a busy cafe with the authors partially sitting at your table. Sure, it could have profited from a bit more editing - but getting the ideas together and out there in the short time is probably more important. All the cases and examples are current and feel fresh (as of February-14 at least)
The most value add in the book is the acronyms, and how they relate to each other, to current mind sets and to he challenges for building a sustainable customer relationship. Zero, Peon, and so on are taken apart, explained, proved and then put into a bigger context - of the flipped funnel or marketing bow tie. Reading it is quick work. implementing the ideas, or even just discussing them? A bit more than zero.
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