dmexco 2013 presentation maarten albarda: z.e.r.o.: zero paid media as the new marketing model
TRANSCRIPT
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Our Media Mix seems out of date/touch with where our consumers spend time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