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Z.E.R.O.: Zero Paid Media as the New Marketing Model
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2 of 2 people found the following review helpful
on December 7, 2013
Format: HardcoverVerified Purchase
I am normally very skeptical of business books that make bold title claims. Z.E.R.O. is definitely a bold claim; however Joseph and Maarten are writing from places of experience and expertise. They have substantial agency and brand experience...and by all indications, thrived in those positions. In a field of self-appointed "new media gurus", these guys stand out because they have successfully put many of these practices in action.

Z.E.R.O. is as much an acronym as it is a mindset. While most brands will never spend $0 on paid media, brand managers can definitely benefit from starting from zero when it comes to budget planning.

After I read this book, I began to apply some of its principles to my consulting practice. The response has been overwhelmingly positive for my clients' businesses and my own. Great marketers borrow and steal from other great marketers. This book can make you a better marketer.

If I were forced to recommend just 3 must-read books for 21st century brand management, they'd be: Delivering Happiness (Tony Hsieh), The Thank You Economy (Gary Vaynerchuk) and this book.

If you think Z.E.R.O. can't work, I'd suggest you look at Tesla Motors, Cards Against Humanity, Dollar Shave Club and PooPourri. Let's just say they won't be buying 30 seconds on SuperBowl Sunday any time soon...
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2 of 2 people found the following review helpful
on December 4, 2013
Format: Kindle Edition
Maarten and Joseph call out the huge opportunity for marketers to behave smarter going forward. They not only outline clearly the massive cracks in the system but they go on to give their POV on how to manage it. The aspiration is likely too massive for many Fortune 500 companies but the point is clear building on Flip the Funnel. Z.E.R.O. gets a little framework heavy at the end but remains a must read for CMOs, media executives and leaders.
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1 of 1 people found the following review helpful
on November 23, 2013
Format: HardcoverVerified Purchase
Having just finished this book I have mixed feelings about it. Yes there's a huge mismatch between the budgets we spend in digital marketing on the one hand and offline on the other hand when set next to where our customers are spending their time and attention. Google's local CEO in my country (cute little Belgium - the next soccer world champion fyi ) pointed out to me almost a year ago that the consumer spends more than 25% of his media consumption time online. It's obvious most marketeers/advertisers don't spend 25% of their budget online. And it's just as clear that time spent online is rising and dragging attention away from our and our potential customers' attention for traditional media. It's very common nowadays to be sitting in front of the television after dinner with an electronic device in the lap, isn't it?
But, as the first reviewer pointed out, does this justify an entire book? Maybe if you work in a large corporation and need arguments to convince upper management to open their eyes to this and get them to try new approaches. As for me, I tended to only browse through the last third of the book instead of reading it fully. At some points I felt too much attention was given to the possibilities offered by Evolution / startupforbrands.com than to my needs as a small business manager / reader.
Sorry Joseph Jaffe, I like your work in general much more than this book.
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1 of 1 people found the following review helpful
on February 16, 2014
Format: Kindle Edition
If you've heard of Jaffe before, or read the previous books (life after 30s spot, join the conversation, flip the funnel) - you know what kind of a ride you are in for. If not; buckle up the mental seat belt, prepare for lift off and visions spanning the boundaries of marketing, advertising and communication in general.

Parts of the material is previously published articles, and the alternating chapters give an extended conversational feel. Sort of like having a coffee in a busy cafe with the authors partially sitting at your table. Sure, it could have profited from a bit more editing - but getting the ideas together and out there in the short time is probably more important. All the cases and examples are current and feel fresh (as of February-14 at least)

The most value add in the book is the acronyms, and how they relate to each other, to current mind sets and to he challenges for building a sustainable customer relationship. Zero, Peon, and so on are taken apart, explained, proved and then put into a bigger context - of the flipped funnel or marketing bow tie. Reading it is quick work. implementing the ideas, or even just discussing them? A bit more than zero.
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1 of 1 people found the following review helpful
on January 8, 2014
Format: Kindle EditionVerified Purchase
Great read and loved how Maarten and Joseph really laid out their arguments for ZERO from PEON.
Definitely worthwhile for marketers to have a look, especially those who shelling out so much on paid advertising.
The ten steps on how to implement ZERO for any organization is helpful because i know some orgs will have difficulty shifting away.

What stood out for me was the author's insight on consumer behaviour, especially with TV advertising. Although there is a smorgasborg of channels, some marketers may think TV will reach a broader audience. Nothing can be further from the truth. Consumers are increasingly skeptical, more distracted and more likely to buy via recommendations that ads they see on TV no matter how slick.

I look forward to implementing ZERO in my marketing strategies in the future.
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1 of 1 people found the following review helpful
on February 18, 2014
Format: HardcoverVerified Purchase
A well thought out and applicable marketing book that all business owners should own and refer back to if you want to increase your bottom line.
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on February 13, 2014
Format: HardcoverVerified Purchase
Jaffe and Albarda lay out a new way to approach marketing by turning the old model on its head. For example, the authors show social media can be used for much more than just vanity metrics (views, fans, likes, followers, etc.) and help brands retain existing customers, turning them into brand advocates. If you're an executive looking to add life to your business or a marketer/ advertiser ready to push the envelope, you owe it to yourself to read this.
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on August 1, 2014
Format: Kindle Edition
Great thinking challenging everything we take for granted in marketing. If he's half right then there is huge value in this change in approach.
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1 of 2 people found the following review helpful
on November 14, 2013
Format: Kindle EditionVerified Purchase
I thought Flip the Funnel was much better. The challenge of attempting to get as close as possible to zero paid media is a great inspiration, but it probably could have been explained more effectively in a simple 15-20 page article rather than an entire book.
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on September 20, 2014
Format: HardcoverVerified Purchase
Great!
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