Episode 9: Now Is the Time to Embrace the Marketing Change featuring Joseph Jaffe and Maarten Albarda
Joseph Jaffe and Maarten Albarda join the Marketing Nation this week to discuss the reasons why marketers are afraid of digital, the often overlooked (yet important) assets that organizations have, and their new book, Z.E.R.O.: Zero Paid Media as the New Marketing Tool.
Joseph Jaffe, previously known as Chief Interrupter, is a blogger and podcaster at JaffeJuice.com, co-founder and CEO at Evol8tion, and author of four books. His co-author, Maartin Alberda, is a consultant, speaker, and trainer who has over 25 years of experience working at agencies and corporations. This duo brings a wealth of experience and insight to the Marketing Nation podcast as a result of their interesting career paths and takes on marketing.
Both Maarten and Joseph believe that the state of digital marketing is in flux and that we are still in the early learning days of how to use it to our full advantage. Instead of embracing digital marketing, many marketers are afraid because it has posed such a different set of challenges, challenges that go against their learned fundamentals.
Due to the fact that social media and other online tools have allowed us to be more creative than ever with our marketing, Jaffe poses some interesting questions to modern-day marketers: Where is the innovation, disruptiveness, and incredible storytelling that digital marketing was made for?
"Marketers are like 6-year-olds playing soccer," says Jaffe, because they are always looking for the "next big thing" when we still haven’t figured out the current big things like mobile and social. Digital marketing is difficult for those who aren't ready to change, but this change is imperative for brands to succeed in the next five years.
According to Albarda and Jaffe, social media was designed to level the playing field among corporations, agencies, and startups. Now that everyone has a voice, it doesn’t matter how big or loud you are. But who is really leading the digital marketing world right now?
Albarda believes brands such as Mophie, certain airlines, and Mastercard’s New Year’s Eve promotions are a start, but that any brand could take on this role as long as they start with the consumer in mind.
Albarda gave a shout out to The World Federation of Advertisers, an organization that is helping marketers become smarter by helping organizations figure out how good or bad their integrated marketing truly is.
Jaffe shouts out to his company, Evol8tion, which connects startups and brands to create pilot programs and develop innovative relationships that can ultimately lead to the acquisition of startups. He also gave a shout out to his and Maarten’s new book, Z.E.R.O., which argues that the optimal paid media budget should be zero.
This amazing duo offers a funny (yet true) word association and marks the first ever international guest team on the Marketing Nation!
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With over 25 years of experience on the agency and client side, Maarten L. Albarda is a recognized industry leader. He has led a distinguished global career in senior pan-regional and global leadership roles at JWT, Leo Burnett, McCann-Erickson, The Coca-Cola Company and AB-InBev, living and working in The Netherlands, the UK, Japan, Germany and the US. He is a sought-after speaker, having made regular appearances at the Festival of Media, Cannes Advertising Festival, DMexco, Ad:Tech and other leading events. He is also a contributor to various marketing training programs such as Stanford University's Digital Marketing Program and C-Squared's Festival of Media LatAm Academy. Maarten launched MLA Consulting LLC in 2013.
One of the most sought-after consultants, speakers and thought leaders on innovation, marketing, new media and social media, Joseph Jaffe is Co-Founder and CEO of Evol8tion, LLC. Joseph is a 3x author on the future of marketing and advocacy, starting in 2005 with his novel “Life After the 30 Second Spot.” In 2006, Joseph founded strategic consultancy, crayon, whose clients included Coca-Cola, Panasonic, and Kraft, until it was acquired by Powered in 2010. Joseph recently released his latest novel, “Z.E.R.O: Zero paid media as the New Marketing Model”.