dmexco 2013 presentation maarten albarda: z.e.r.o.: zero paid media as the new marketing model

September 19, 2013

ZERO Paid Media As The New Marketing Model

Maarten L. Albarda

Z.E.R.O.

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Nice to meet you: @malbarda

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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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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Our Media Mix seems out of date/touch with where our consumers spend time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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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

The role of “traditional” media is evolving

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ADVERTISER COST

CONSUMER

RELEVANCE

Challenge: The uber-connected consumer vs. your brands

Source: DOMO, April 2013

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Challenge: Role un-sort

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The circle of life

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Advertiser

Media Agency

Media

Consumer

CreativeAgency

The challenged circle of life

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Advertiser

Media Agency

Media

Consumer

CreativeAgency

The very challenged circle of life

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Advertiser

Media Agency

Media

Consumer

Digital Agency

Social Agency

PR Agency

Search Agency

CreativeAgency

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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