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In a recent interview from South by Southwest Conference in Austin, Texas, Maarten Albarda from MLA Consulting chats with Murray Newlands about his new book “Z.E.R.O.: Zero Paid Media as the New Marketing Model,” co-authored alongside Joseph Jaffe.

To find out more, watch the full interview below:

These are the key takeaways from the video:

  • In the interview Maarten emphasizes the importance of the consumer and their wishes, needs, and reasons why they will like your product. He explains that the connection strategy in marketing should be consumer-centric and not brand- or campaign-centric.
  • Maarten points out the differences between creating a marketing strategy for a startup versus a major corporation. He explains that startups have much more freedom because they have fewer people with vested interests involved, which gives them the opportunity to focus on connecting with customers more so than their corporate counterparts. Maarten explains that it’s imperative that startups understand the consumer experience, user benefits, and the platform their offering to clients in order to formulate a truly successful and less expensive marketing strategy.
  • Maarten mentions the “10-point action plan” for the marketers outlined in the book, including budget setting and marketers incentives.

For more information, you can follow Maarten on Twitter at @malbarda.

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Murray Newlands

Murray Newlands is an online marketing industry veteran, and the founder of TheMail.

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the mail online
Murray Newlands

Murray Newlands

Murray Newlands is an online marketing industry veteran, and the founder of TheMail.

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