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:
Table of contents
- Cover Page
- Title Page
- PREFACE THE OBESITY EPIDEMIC
- A NOTE FROM THE AUTHORS
SECTION I: The Problem
- CHAPTER 1: Madison Avenue
- CHAPTER 2: A Perfect Storm Is Coming
- CHAPTER 3: The Economic Case
- CHAPTER 4: The Business Case
- CHAPTER 5: The Media Case
- CHAPTER 6: The Consumer Case
- CHAPTER 7: The Creative Case
SECTION II: The Z.E.R.O. Vision
- CHAPTER 8: Is It Time to Blow Up the Entire Model?
CHAPTER 9: Introducing Z.E.R.O.
- Charity Begins at Home
- Paid Media Is Reserved for PEONs
- Media , a So-Called Term . . .
- Setting the Attention Table
- Primary Hypothesis and Z.E.R.O. Manifesto
- Awaken, Zealots, Awaken
- Loyalty and Advocacy Are Not One and the Same
- The Real Enemy Is Apathy
- Formalizing Advocacy
- Pivot, Entrepreneur, Pivot!
- Survival Demands Innovation and Creativity
- Brands and Startups Are Joined at the Hip
- Agile Brands
- Hug It Out, Customer, Hug It Out (Retention Expanded)
- Taking One Step Backward to Avoid Two Steps Backward
- What's the Point in Fishing When Your Net Is Full of Holes?
- Convene, Landlords, Convene (Owned Assets Expanded)
- Revenge of the Brick
- The Coca-Cola Media Company
- Think Z.E.R.O. Is a Pipe Dream?
- Twitter Is the New YouTube
- So You Want More Proof?
- Hello, Ladies
- Am I Too Small for Z.E.R.O.?
- Z.E.R.O. Is a Philosophical Mind Shift
SECTION III: The Z.E.R.O. Action Plan
- CHAPTER 10: Culture and Talent
- CHAPTER 11: Tenure
- CHAPTER 12: Compensation
- CHAPTER 13: Budget Setting
- CHAPTER 14: Measurement and Insights
- CHAPTER 15: Use Existing Customers to Gain New Ones
CHAPTER 16: Customer Experience Becomes the Key Strategic Differentiator
- Differentiating Your Brand with Customer Experience
- Chicken and Customer Service
- Branding and Brand Building No Longer Differentiate
- Who Owns the Customer?
- Everything Communicates, Everyone Communicates
- That Is Customer Experience at Its Finest
- Connecting the Dots
- Customer Experience Is the Difference between Good and Great
CHAPTER 17: The Innovation Imperative
- Innovate or Die
- The Next Big Thing or the Next Big Thing for You ?
- Innovation Continuum
- The Stakes Have Never Been Higher: Natural Selection and the Evolution of the Marketing Species
- Risk Is Relative
- Fail Fast or Fail Smart?
- Hey, Fatso, Time to Lose Some Weight
- Making it Happen
- Taking Stock
- One More Thing
CHAPTER 18: Become a Data Junkie
- The Geeks Will Inherit the Earth
- Data Is Ground Z.E.R.O. of the New Marketing Model
- Your Consumer Is Waldo
- Connect the Dots. Win a Prize
- Big Data. Big Dummy
- What We Need Here, People, Is More Cowbell
- Nike Is a Technology Company
- He Slimed Me
- Long-Term Metrics and Milestones
- Reframing the Conversation
- The Art of Change
CHAPTER 19: From Campaigns to Commitments to Ecosystems
- Google Is an Ecosystem
- Innovation at 128,000 Feet
- Find Your (Brand) Greatness
- Everything Is Connected to Everything, and Everyone Is Connected to Everyone
- Thanks, Jim, I'll Take It from Here
- This Is a Customer-Centric Ecosystem Powered by Technology
- How Do You Scale Humanity?
- One Step Back to Take One Step Forward
CHAPTER 20: That's Great . . . Now What the Hell Do I Do Next?
- Hey, Chubby, Get into That Gym
- Work Out Workshop
- Jaffe and Albarda's Law of Z.E.R.O. Motion
- You Have a Long Way to Go
- When You Come to a Fork in the Road, Take It
- Embrace Your Inner Masochist
- Slay the Sacred Cow
- Robin Hood Marketing
- Vertical or Horizontal Routes
- Press. Press. Press.
- Translation: When Budgets Are Cut, It Is Not the First to Go, but the Last
- One More Thing: Z.E.R.O. Is Not Free
- Keep It Simple, Stupid (KISS)
- Putting It All Together
- When All Else Fails, Don't Panic
- Shift Happens
- Chapter 1: Madison Avenue
- Chapter 2: A Perfect Storm Is Coming
- Chapter 3: The Economic Case
- Chapter 4: The Business Case
- Chapter 5: The Media Case
- Chapter 6: The Consumer Case
- Chapter 8: Is It Time to Blow Up the Entire Model?
- Chapter 9: Introducing Z.E.R.O.
- Section III: The Z.E.R.O. Action Plan
- Chapter 10: Culture and Talent
- Chapter 11: Z.E.R.O. Action Plan—Tenure
- Chapter 12: Z.E.R.O. Action Plan—Compensation
- Chapter 14: Measurement and Insights
- Chapter 15: Use Existing Customers to Gain New Ones
- Chapter 16: Customer Experience Becomes the Key Strategic Differentiator
- Chapter 17: The Innovation Imperative
- Chapter 18: Become a Data Junkie
- Chapter 19: From Campaigns to Commitments to Ecosystems
- Chapter 20: That's Great . . . Now What the Hell Do I Do Next?
- Title: Z.E.R.O.: Zero Paid Media as the New Marketing Model
- Release date: October 2013
- Publisher(s): Wiley
- ISBN: 9781118801154
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