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September 19, 2013
ZERO Paid Media As The New Marketing Model
Maarten L. Albarda
Z.E.R.O.
Copyright MLA Consulting LLC
Nice to meet you: @malbarda
Copyright MLA Consulting LLC
Copyright MLA Consulting LLC
Platform
Device
Location
Use
Advertising
Internet of
Things
Everything
Everywhere
Life
Every way
Mobile OS
Phone,
Tablet
U...
Advertisers:
“I understand that the world has changed, but…”
Things are going great…
 Our business is growing
 Our Media...
Why now is the time to change
(Wasn’t that true last year? And the year before?)
Copyright MLA Consulting LLC
Copyright MLA Consulting LLC
We believe the big one is coming
The role of “traditional” media is evolving
Copyright MLA Consulting LLC
ADVERTISER
COST
CONSUMER
RELEVANCE
Challenge:
The uber-connected consumer vs. your brands
Source: DOMO, April 2013
Copyright MLA Consulting LLC
Challenge: Role un-sort
Copyright MLA Consulting LLC
The circle of life
Copyright MLA Consulting LLC
Advertiser
Media
Agency
Media
Consumer
Creative
Agency
The challenged circle of life
Copyright MLA Consulting LLC
Advertiser
Media
Agency
Media
Consumer
Creative
Agency
The very challenged circle of life
Copyright MLA Consulting LLC
Advertiser
Media
Agency
Media
Consumer
Digital
Agency
Soci...
Copyright MLA Consulting LLC
Our forecast – the big one!
Within the next 5 years, advertisers will find it
impossible to g...
Copyright MLA Consulting LLC
The BowTie
Copyright MLA Consulting LLC
Z.E.R.O.:
• Z = Zealots
 Enlist and empower the zealots, the loyalists of your brand
• E = E...
Copyright MLA Consulting LLC
What will happen?
Total $ Total $
Copyright MLA Consulting LLC
What ZERO offers:
All the definitive data points
and arguments for you to
convince others tha...
Copyright MLA Consulting LLC
What if we are wrong? What if we are right?
Advertiser perspective
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Dmexco 2013 presentation Maarten Albarda: Z.E.R.O.: zero paid media as the new marketing model

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Dmexco 2013 presentation Maarten Albarda: Z.E.R.O.: zero paid media as the new marketing model

  1. 1. September 19, 2013 ZERO Paid Media As The New Marketing Model Maarten L. Albarda Z.E.R.O.
  2. 2. Copyright MLA Consulting LLC
  3. 3. Nice to meet you: @malbarda Copyright MLA Consulting LLC
  4. 4. Copyright MLA Consulting LLC
  5. 5. 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…” Copyright MLA Consulting LLC
  6. 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. 7. Why now is the time to change (Wasn’t that true last year? And the year before?) Copyright MLA Consulting LLC
  8. 8. Copyright MLA Consulting LLC We believe the big one is coming
  9. 9. The role of “traditional” media is evolving Copyright MLA Consulting LLC ADVERTISER COST CONSUMER RELEVANCE
  10. 10. Challenge: The uber-connected consumer vs. your brands Source: DOMO, April 2013 Copyright MLA Consulting LLC
  11. 11. Challenge: Role un-sort Copyright MLA Consulting LLC
  12. 12. The circle of life Copyright MLA Consulting LLC Advertiser Media Agency Media Consumer Creative Agency
  13. 13. The challenged circle of life Copyright MLA Consulting LLC Advertiser Media Agency Media Consumer Creative Agency
  14. 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. 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.
  16. 16. Copyright MLA Consulting LLC The BowTie
  17. 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
  18. 18. Copyright MLA Consulting LLC What will happen? Total $ Total $
  19. 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!
  20. 20. Copyright MLA Consulting LLC What if we are wrong? What if we are right? Advertiser perspective

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