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
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Our Media Mix seems out of
date/touch with where our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
Copyright MLA Consulting LLC
7. Why now is the time to change
(Wasn’t that true last year? And the year before?)
Copyright MLA Consulting LLC
12. The circle of life
Copyright MLA Consulting LLC
Advertiser
Media
Agency
Media
Consumer
Creative
Agency
13. The challenged circle of life
Copyright MLA Consulting LLC
Advertiser
Media
Agency
Media
Consumer
Creative
Agency
14. The very challenged circle of life
Copyright MLA Consulting LLC
Advertiser
Media
Agency
Media
Consumer
Digital
Agency
Social
Agency
PR
Agency
Search
Agency
Creative
Agency
15. Copyright MLA Consulting LLC
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.
17. Copyright MLA Consulting LLC
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
19. Copyright MLA Consulting LLC
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!
My name is Maarten Albarda, and I like to say that I live my life in full disclosure. I can be easily found on any one of the major platforms and networks, as well as the more obscure ones like So.CL or Google Plus. Sorry, that was a cheap joke…The reason I am on all these platforms is because I am a firm believer of learning by doing. And you can not learn if you are not involved.