To see this presentation, watch it on YouTube: http://www.youtube.com/watch?v=SUECHyP9990 To buy the book, go here: http://www.wiley.com/WileyCDA/WileyTitle/productCd-1118801156.html

1. September 19, 2013
ZERO Paid Media As The New Marketing Model
Maarten L. Albarda
Z.E.R.O.

2. Copyright MLA Consulting LLC

3. Nice to meet you: @malbarda
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5. Platform
Device
Location
Use
Advertising
Internet of
Things
Everything
Everywhere
Life
Every way
Mobile OS
Phone,
Tablet
Untethered
Work, Utility,
Diversion,
Entertainment
Two way:
Social
Browser
PC
Tethered
Work &
Utility
One Way:
e.g. banner,
video
“Times they are a changing…”
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6. Advertisers:
“I understand that the world has changed, but…”
Things are going great…
 Our business is growing
 Our Media Mix is serving us well
 Our shareholders are happy
Things are not so great…
 Our Media Mix seems out of
date/touch with where our
consumers spend time
 We are doing some digital but
we are not sure its working and
how to measure its success
 Our consumers are talking
about [our brands], [our
competitors], [our business] but
we are not sure what to do
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7. Why now is the time to change
(Wasn’t that true last year? And the year before?)
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We believe the big one is coming

9. The role of “traditional” media is evolving
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ADVERTISER
COST
CONSUMER
RELEVANCE

10. Challenge:
The uber-connected consumer vs. your brands
Source: DOMO, April 2013
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11. Challenge: Role un-sort
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12. The circle of life
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Advertiser
Media
Agency
Media
Consumer
Creative
Agency

13. The challenged circle of life
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Advertiser
Media
Agency
Media
Consumer
Creative
Agency

14. The very challenged circle of life
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Advertiser
Media
Agency
Media
Consumer
Digital
Agency
Social
Agency
PR
Agency
Search
Agency
Creative
Agency

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Our forecast – the big one!
Within the next 5 years, advertisers will find it
impossible to get a defendable marketing ROI by
investing the majority of their marketing funds in
“traditional” consumer connections
as these will simply fail to deliver the audiences and
impact they used to deliver.

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The BowTie

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Z.E.R.O.:
• Z = Zealots
 Enlist and empower the zealots, the loyalists of your brand
• E = Entrepreneurship
 Evolve your organization to embrace some of traits that make start-ups
tick
• R = Retention
 Retention is the new acquisition, and follows logically from Zealots
• O = Owned Assets
 Before you rent space from third parties, understand the power and
potential of your existing consumer facing assets
Z.E.R.O. as the new marketing model

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What will happen?
Total $ Total $

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What ZERO offers:
All the definitive data points
and arguments for you to
convince others that waiting out
the storm is not an option
A vision that will make you a
hero with everybody in your
company: healthy brands that
spend less on third party
(rented) media
A pragmatic – but not easy - ten
chapter action plan to get you
moving!

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What if we are wrong? What if we are right?
Advertiser perspective