As many of you are aware, I have recently become a published author, in collaboration with my good friend Joseph Jaffe (@jaffejuice).
Our book
“Z.E.R.O.; zero paid media as the new marketing model” has been out for a few weeks and we are beginning to have truly interesting conversations with readers all over the whole world.
One of our contentions in the book (and one where, according to Joseph, I am more bullish – in a bad way for the industry – than he is), is that “the big one is coming.” Big what?
This: If you look at the sum of current trends, traditional media is incrementalizing itself out of the marketing mix. Permanently. And if you, as an advertiser, are not prepared to evolve into a different mix, you/your brands will likely go the way of Blackberry, Kodak, Pets.Com, print media, the Dodo and the Dinosaur.
So let’s look at the facts.