Controversial media commentator Joseph Jaffe has once again divided opinion with the launch of his latest book, Z.E.R.O (co-authored with Maarten Albarda), which presents the notion that optimal company budget for advertising is nothing.
In Z.E.R.O, Jaffe advocates
Yes, you heard that right, Jaffe believes that the optimal advertising budget is no budget at all.
But, before you get excited and start slashing, it’s important to remember that even though this model doesn’t contain any traditional paid-for marketing, such as television, radio, print media or banner advertising, the tactics used in a Z.E.R.O strategy are not always free.
And that’s because in order to get the optimal benefit from your Z.E.R.O tactics, especially you owned media (website, blog and social media), you need to invest.
Facebook today, is nothing like the Facebook of five years ago. No longer can you post a free status update on your company page and reach the majority of of your fans, instead new algorithms mean that you cannot reach your entire audience without paying.
Similarly, Search Engine Optimisation, a key part of almost all online marketing strategies, is far more effective when coupled with Search Engine Marketing, which isn’t free.
Even traditional print, radio and television advertising still have their place in the marketing mix. As part of a holistic strategy that incorporates a variety of channels, both online and offline. Channel variety can help to overcome marketing fatigue and increases message exposure, greatly improving the chance of a sale.
For, even in the age of digital, the most effective marketing strategy is one in which your message is as omnipresent as possible.
And this means the marketing strategies that succeed are all-inclusive ones, where social media is not seen as the cheap alternative to traditional marketing, but as just one component of the marketing mix, working in tandem with traditional media and advertising.
If you would like to speak to our team of digital experts about how to better utilise your marketing spend for online and social media, get in touch via email@example.com
You can watch the full hangout with Joseph Jaffe here
Our research shows a clear link between digital success and having a digital strategy. But for many organisations we speak…
When you work in marketing at a not-for-profit, you often feel like you are behind. The industry is growing at…
Over the years of working on digital strategy with our clients, once in a while we will see big game…
It’s no secret that digital talent is in short supply in Australia. Our annual research on digital success revealed that…
Want to join the next generation of Digital Strategists? We’re on the lookout for digital marketing interns to join the…
By now you will have heard about Instagram’s latest update: they’re trialing hiding the number of likes a post receives….
WISE Employment is a leading disability employment services provider. Yet when their main referral source stopped providing them with leads, they partnered with us to develop a digital strategy and help execute the campaign to attract job seekers and employers, and fast.View Case Study