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Z.E.R.O.: Zero Paid Media as the New Marketing Model
The world has changed. Everyone keeps reminding marketers andadvertisers about the never ending and accelerating forces oftechnology disruption, consumer changes, and innovation evolutionin the marketing world today. Sounds exciting except for the factthat we’re doing absolutely nothing aboutit. Zero.
Simply put, under current operating conditions, the advertisingindustry will not be able to sustain itself and without takingaction, is likely to result in severe to catastrophic outcomes-from financial underperformance to job loss to even a collapse ofthe current media ecosystem.
The solution? The Marketing Model can be fixed by slashing your adbudget, and investing in the Z.E.R.O. framework: