Z.E.R.O.: Zero Paid Media as the New Marketing Model

by Joseph Jaffe, Maarten Albarda

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: ZealotsEarned (Media)Real CustomersOwned (Media)

288 pages, Hardcover

First published January 1, 2013

Reviews

[Kenneth Jackson]

This was an excellent marketing book in terms of planning and changing culture. The zero paid media concept is an excellent objective and the shift to customer retention from acquisition makes perfect sense.

[Marc]

Solid primer that goes a few steps beyond the typical "get with digital" in most marketing books.

Love the examples, stats and real world and realistic perspective. These guys write like people not consultants and the more than frequent dashes of (nerdy) humor make this a fast read.