The Marketing Architects (Marketing Architects)

Remember when Clubhouse was the future of audio and marketers had to get on-board? What about when headlines announced the death of traditional marketing channels? Or that everyone would be taking meetings in the metaverse by 2022?

There are a lot of marketing opinions out there. It can be tough to know what’s real and what’s hype that’ll blow over next month.

Which is why we created The Marketing Architects Podcast to explore research behind the biggest marketing strategies and find what’s actually proven to work. Each week, hear discussions on marketing accountability, category leadership, the measurability of brand and much more.

You can listen to The Marketing Architects starting April 5th on Apple Podcasts, Spotify or wherever you get your podcasts.

As a marketer, what is the danger of relying too heavily on digital advertising? Angela Voss, Rob DeMars, and Elena Hengel tackle this question in the first-ever episode of The Marketing Architects. Too many businesses are facing the consequences of an overreliance on digital advertising, from ad fraud to limited growth potential. Hear how brands like Airbnb have side-stepped these digital downsides and the importance of having a balanced marketing mix that embraces both digital and traditional channels.

Topics covered:

• [00:00] Introducing The Marketing Architects
• [03:25] How Airbnb found success with traditional marketing channels
• [07:55] The risks of digital advertising
• [11:22] How brands achieve consistent growth
• [13:54] How traditional channels build memory and trust
• [16:32] The importance of both traditional and digital marketing channels

To learn more, visit marketingarchitects.com/podcast.

Resources:
2022 Wall Street Journal Article
2023 AdAge Article

2020 MarketingWeek Article
2022 CNBC Article
2021 Campaign Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

How do you balance broad reach and highly targeted marketing efforts? Angela and Elena are joined by Chief Creative Officer Rob DeMars to talk about the challenges and opportunities marketers face in finding the right balance for their businesses. Learn how the HurryCane became the best-selling cane in the US only after reaching broad audiences, the history of performance marketing, and the team’s thoughts on Les Binet and Peter Field’s 60/40 rule for balancing brand and sales activation. Hint: there’s not a one-size-fits-all answer. But many marketers lean too far in one direction.

Topics covered:

• [00:45] Developing the HurryCane, the number one cane in the US
• [05:21] Brand marketing vs performance marketing
• [09:28] The challenges of highly targeted marketing
• [13:20] Reviewing the 60/40 rule
• [22:10] How to choose marketing channels for your business

To learn more, visit marketingarchitects.com/podcast.


Resources:
2021 MarketingWeek Article
2021 MarketingWeek Article
2021 LinkedIn Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Budget cuts. Layoffs. Rethinking your entire marketing strategy? The economy can be confusing. How marketers should respond to economic downturns can be equally difficult to navigate. Research shows brands that maintain or increase ad spend during an economic downturn perform better long term. Of course, that’s easier said than done. Angela, Rob, and Elena share advice on how marketers can use economic uncertainty as an opportunity to step into leadership roles and even grow market share for their businesses. And how to get others on board by using data to defend your decisions.

Topics covered:

• [00:58] How Hyundai grew market share during a recession
• [4:10] What is happening with the economy?
• [9:58] How are advertisers reacting to economic uncertainty?
• [14:48] How CMOs can step into leadership roles during a crisis
• [16:18] Should you advertise during a recession?
• [18:25] Avoiding tone-deaf messaging

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 The Conference Board Article
MarketingProfs Article
2023 The Undefeated Marketing Podcast
2023 Forbes Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

There are more than 130 marketing metrics. But how many really determine marketing effectiveness? Especially for brand-building channels like TV, radio, and print advertising?
Unfortunately, there’s no silver bullet when it comes to marketing measurement. But there are ways to design your campaign to be as measurable as possible. And to be more confident in your results. VP of Analytics Matt Hultgren joins Angela and Elena to discuss how measurement best practices have changed and the importance of using multiple models to understand marketing’s full impact.
Topics covered:

• [01:07] Why marketing measurement is so difficult
• [4:58] Why last touch attribution doesn’t tell the full story
• [11:10] How to set up a measurable TV test
• [16:21] Top-down vs bottom-up marketing measurement
• [20:27] CTV’s ongoing measurement challenges
• [24:35] The micro/macro/business measurement framework

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 The Chartered Institute of Marketing Article
2021 Ruler Analytics Report
2021 Marketing Architects Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

AI is probably the hottest topic in business right now. And while the core technology is far from new, the launch of ChatGPT has kickstarted a fresh frenzy around AI’s implications for marketers especially.

In fact, marketing might be the category of work most impacted by artificial intelligence. In this episode, Elena is joined by Marketing Architects founder Chuck Hengel to discuss how marketers should approach experimenting with AI to improve both efficiency and quality of their work, what it means to look at AI as a “partner in creativity,” and how much the entire industry is still learning as the technology continues to evolve.

Topics covered:

• [02:20] How did AI become the biggest topic in marketing news?
• [07:25] AI’s potential is much more than increasing efficiency
• [09:30] Where should marketers begin to apply AI to their daily work?
• [20:00] Why AI’s value is inherent to its ability to process massive amounts of data
• [22:10] How to develop guardrails to protect from AI’s downsides
• [25:00] Lean into learning with AI to become super-marketers

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 Adexchanger Article
2017 The Marketing AI Institute Article
2023 The Marketing AI Show Podcast
2023 Quartz Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

TikTok has over 100 million American users, and US marketers will spend more than $11 billion on the app by the end of 2023. So what happens if the app is banned?


In this episode, we’re reviewing everything from the earliest rumors of a ban to the latest court hearings. Elena, Angela, and Rob delve into the discussion around banning TikTok, what it means for marketers, and why even the threat of a ban has implications for data privacy on social platforms ranging from Facebook to Snapchat. They wrap up the conversation with advice for how marketers can shield their campaigns from volatility and unpredictability while acknowledging the growing attention on protecting consumer data.

Topics covered:

• [01:15] The timeline of events around the TikTok ban
• [4:30] TikTok as an example of social media intersecting with politics
• [6:30] How the potential ban impacts marketers
• [9:25] Data privacy concerns on social platforms
• [14:00] How consumer sentiment around data privacy is changing
• [16:30] The importance of diversifying your marketing mix

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 The Drum Article
2023 The Drum Article

2020 MarketingWeek Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Behavioral targeting has undeniably changed marketing and advertising, fueling the online advertising industry’s growth to $540 billion globally. But what’s the real impact... for marketers and for consumers?

In this episode, Elena, Angela, and Rob discuss a recent article featured in The New York Times that digs into what it means to target (and be targeted) online. They explain the different types of targeting available to marketers, pros and cons of each, and why it’s important to be skeptical when evaluating data to determine the success of marketing campaigns. Just a heads up? We’re big fans of contextual targeting.

Topics covered:

• [00:45] Reviewing “If It’s Advertised to You Online, You Probably Shouldn’t Buy It” from The New York Times
• [04:30] What are the different types of online targeting?
• [10:00] What are the benefits and downsides of behavioral targeting?
• [17:00] Exploring contextual targeting vs behavioral targeting with a study by HP
• [22:00] How do you know when marketing is really performing?

To learn more, visit marketingarchitects.com/podcast.




Resources:
2023 New York Times Article
2023 SSRN Report
2022 AdButler Blog

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Brand is far more measurable today than even five years ago. So why are we still questioning brand’s value? Maybe because it’s tough to know exactly how to grow brand—and defend its importance to the business.

In this episode, Elena, Angela and Rob tackle brand misconceptions from a performance marketer’s perspective. They discuss what it means to build brand awareness and drive tangible business results related to brand growth. Their conclusion? While building brand may seem like a “fluffy” goal, research continually shows it leads to increased revenue and greater customer loyalty. But done right, brand growth should always be measurable.

Topics covered:

• [01:45] Brand awareness vs performance marketing
• [05:30] How can marketers defend brand’s ability to drive business results?
• [7:00] Defining brand awareness and measuring brand growth
• [12:00] How to grow your brand
• [16:30] What physical availability looks like for online businesses
• [18:40] What business stage is right for focusing on brand-building?

To learn more, visit marketingarchitects.com/podcast.




Resources:
2020 The Marketing Student Article
2013 WARC Article
2023 BuiltIn Article
2012 Scientific American Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Airbnb is the only public VC-backed company founded in the US in the last 15 years that is meaningfully profitable. How did they do it? They dramatically changed their approach to marketing.

Two years ago, Airbnb started prioritizing brand-building while limiting their previous focus on search advertising. In this episode, Elena, Angela and Rob discuss the Airbnb success story, why finding a balance of performance and brand marketing is crucial for business growth, and whether this approach could make sense for brands across multiple categories and life stages.

Topics covered:

• [01:00] Why Airbnb changed their marketing mix
• [05:30] How Airbnb “became a verb” despite not creating their category
• [09:00] How TV advertising reduces digital dependency and the “Google tax”
• [11:00] How other brands like Adidas have also used brand building for growth
• [14:30] Why digital-focused brands lean into brand marketing
• [18:30] Turning marketing into a growth-driver

To learn more, visit marketingarchitects.com/podcast.




Resources:
2019 MarketingWeek Article
2023 MarketingWeek Article
2022 eMarketer Report

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Reaching large audiences is powerful. But they still need to be the right large audiences. Because even the biggest brands can't afford to skip targeting. Even on mass-reach marketing channels like TV, radio and print.

In this episode, Elena, Angela and Rob are joined by VP of Strategy Dan Cleveland to discuss the MarketingWeek article “Even sophisticated mass marketers need targeting.” The team explores the marketing industry’s shift toward mass marketing, but homes in on the need to use mass marketing strategically to drive meaningful results. Like how mass marketing does not equal marketing to everyone you possibly can. (And how mass media can be used for performance marketing, too).

Topics covered:

• [02:25] Recapping Mark Ritson’s article “Even sophisticated mass marketers need targeting”
• [05:45] Using mass media for strategic growth beyond digital
• [10:00] How to better define and understand your target audience
• [17:00] Using response to guide targeting for brick-and-mortar businesses
• [20:00] Using incremental reach to drive performance
• [23:00] What does good budget stewardship look like?

To learn more, visit marketingarchitects.com/podcast.






Resources:
2023 MarketingWeek Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

The top 100 B2B brands across the globe are worth a staggering $2 trillion collectively. But they have $1 trillion in untapped brand potential. Talk about missed opportunity, right?

Historically, B2B marketing has been highly rational, focused on features and benefits. But this has come at the price of undervaluing brand-building and awareness. Now, that’s starting to change. In this episode, Angela, Rob and Elena discuss B2B’s emerging focus on brand-building, creativity and reach. Because the truth is that many B2C marketing strategies have just as much relevance for B2B. After all, even as a B2B company, you’re still selling to people.

Topics covered:

• [01:30] Summarizing the study "B2B companies are lagging behind...” from Brand Finance
• [04:30] B2B buying decisions are still made by people
• [08:00] What are the differences between B2C and B2B?
• [13:00] Using characters in B2B creative
• [18:30] Using TV advertising for B2B growth
• [23:30] Telling the same story to all buying decision-makers

To learn more, visit marketingarchitects.com/podcast.






Resources:
2023 MarketingWeek Article
2021 The B2B Institute Report
2019 Gartner Report

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

The “dark funnel” gained attention when marketers realized prospects were beginning the customer journey sooner than they’d thought. And they weren’t measuring it.

The earliest stages of the buyer journey happen before marketers can identify prospects engagement or without those consumers providing any personal information. These dark funnel touchpoints take place through off-site channels like word of mouth, organic social, reviews, third-party communities, and even podcasts. In this episode, Elena, Rob, and Angela are joined by Director of Analytics Jordan Rossler to talk about the challenges (and benefits) of the dark funnel plus how to set your marketing campaigns up for measurement success.

Topics covered:

• [02:30] What is the dark funnel in marketing?
• [07:00] How are privacy changes impacting measurement?
• [09:00] Using multiple models to shed light on the dark funnel
• [13:00] How to use a “How did you hear about us?” survey
• [15:30] Where should marketers start with testing a channel’s effectiveness?
• [17:00] How to approach test design with intentionality
• [20:00] Using creative pretesting to set marketing tests up for success

To learn more, visit marketingarchitects.com/podcast.






Resources:
MarketingProfs Article

2021 6sense Blog
2022 LinkedIn Post

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

For years, Tesla has been the poster child for why not every brand needs advertising. With word-of-mouth alone they became one of the most valuable companies in the world. So why is Tesla now shifting gears into advertising?

CEO Elon Musk publicly claimed to hate advertising, preferring to invest in research and development. But in a recent shareholder meeting, he changed his tune, suggesting advertising as a solution to the company’s recent growth challenges. This week, Elena, Rob and Angela dig into Tesla’s decision, how growing competition is changing the playing field for the company, and why all brands eventually need advertising to grow and reach new audiences.

Topics covered:

• [01:00] Why Tesla is launching advertising for the first time
• [05:30] How advertising affects pricing power
• [12:30] The importance of investing in product quality
• [14:00] Advertising provides greater reach than word-of-mouth marketing
• [16:30] Great advertising isn’t a solution for a bad product
• [18:00] Reviewing Tesla’s first advertisement

To learn more, visit marketingarchitects.com/podcast.






Resources:
2022 Statista Chart
2023 Reuters Article
2023 MarketingWeek Article
2023 BusinessInsider Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

1,100 marketers were asked if they’d recommend working in their own marketing department to a friend or colleague. The results were a definitive "no.” Clearly, marketing teams need a rebrand.

Results were better among the 11% of companies the researchers identified as “winning marketing organizations” based on sales and profit growth, implying a relationship between a healthy workplace and teams that achieve success. In this episode, Elena, Rob, and Angela explore why marketing has an image problem in the first place, how bad it is, and strategies leaders can use for successful marketing team management such as fostering clarity, aligning marketing efforts with business goals, and investing in team building.

Topics covered:

• [01:30] Reviewing marketing’s image problem
• [06:30] Why individual achievement doesn’t translate to management skills
• [09:30] What does a high-performing team look like?
• [13:00] Why brand and performance should be separate teams
• [16:30] The importance of clarifying who owns business growth
• [20:00] The benefits of investing in learning and coaching

To learn more, visit marketingarchitects.com/podcast.






Resources:
2023 MarketingWeek Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Following AI news has been quite the rollercoaster ride lately. The technology’s potential is incredible for a wide range of fields. But especially for creative work like copywriting, design, and video editing.

In this episode, Elena and Rob are joined by Marketing Content Designer Greg Brannen to talk about the way AI is transforming creative work and how creatives should feel about that shift. Their discussion covers everything from how technology has changed creative work in the past, to why AI is blending creative roles, to which tools are already saving design time.

Topics covered:

• [01:30] Recapping recent AI and ChatGPT news
• [03:00] How Jurassic Park was an example of technology changing creative work
• [12:00] How content creators are being affected by AI
• [14:30] How AI is already simplifying design workflows in Photoshop
• [16:30] Using AI to expand your creative skillset and capabilities
• [23:00] The top AI tools for creatives right now

To learn more, visit marketingarchitects.com/podcast.






Resources:
2023 Harvard Business Review Article
2023 BBC Article
2023 Search Engine Journal Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Google announced they would disable cookies for 1% of Chrome users at the beginning of 2024. Now, the pressure is on advertisers looking for targeting alternatives that don’t need cookies. Like contextual targeting.

In this episode, Elena, Angela and Rob are joined by SVP Technology Aaron Lange to discuss what contextual targeting is, why it’s seeing renewed interest across the advertising industry, and how streaming TV advertisers especially can benefit from testing the targeting method. Plus, learn how AI, advancing technology, and in-depth data are making contextual far more advanced than it was before the rise of behavioral targeting.

Topics covered:

• [01:00] What is contextual targeting?
• [04:00] What does the loss of cookies mean for targeted advertising?
• [08:30] How AI and technology are advancing contextual advertising
• [11:30] Why contextual targeting makes sense for streaming advertisers
• [16:30] Could ads be customized to niche audiences and content?
• [21:30] What’s holding brands back from contextual targeting?
• [26:00] What does the future of targeting for streaming TV look like?

To learn more, visit marketingarchitects.com/podcast.







Resources:
2023 TechCrunch Article

2023 MarketingBrew Article
2023 ExchangeWire Article
2023 MediaPost Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

75% of marketers struggle to link creative activities to commercial returns. And 79% say they have inadequate training to connect creative impact and business outcomes.

Are we in the middle of a creative effectiveness crisis? In this episode, Elena and Rob explore what creative effectiveness really means, how to measure it, and why award shows are so bad at identifying it. They even explore a framework that marketers at brands of all types can use to evaluate the likely impact of their creative work. Because great creative should absolutely translate to business results.

Topics covered:

• [01:00] Recapping WARC’s podcast episode from Cannes Lions
• [03:50] Why aren’t creative award shows better at evaluating effectiveness?
• [07:30] How do you measure creative effectiveness?
• [09:30] Explaining the SPARK framework
• [11:30] Why kindling emotion with creative is so challenging
• [13:30] How pretesting can guide creative strategy

To learn more, visit marketingarchitects.com/podcast.






Resources:
2019 IPA Report
2019 WARC Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Earned media is a small part of marketers’ budgets, but it’s a growing focus for brands across all categories. Still, is it really a winning marketing strategy on its own?

Deciding how to prioritize marketing investments across earned, owned, and paid media has been a long-debated topic. Even the definitions of those three categories are contested. This week, Elena, Rob and Angela are diving into the pros and cons of each type of media, why growing challenges in paid digital advertising has more brands considering earned media, and how to allocate budget across all three areas for the best results.

Topics covered:

• [01:00] Defining earned, owned and paid media
• [02:30] Why more marketers are leaning into earned media
• [09:00] Earned media’s value depends on your brand and audience
• [12:00] How paid media builds awareness to drive earned media
• [13:30] How Liquid Death’s branding and marketing stunts drive earned media

To learn more, visit marketingarchitects.com/podcast.







Resources:
2023 Adweek Article
2023 Search Engine Journal Article
2023 Adweek Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Awareness vs affinity. Reach vs resonance. Even customer acquisition vs loyalty. The debate has many names, and it’s clearly not going anywhere. But what if everyone’s right?

This week, Elena, Angela, and Rob are joined by SVP Brand Strategy Catrina McAuliffe to break down the purpose of both brand awareness and affinity. Because one thing is very clear: this is far from a simple debate. They’re talking through the definitions of awareness and affinity, the importance of both, how to measure them, and just how intertwined every marketing and brand measure truly is.

Topics covered:

• [02:00] Defining brand awareness vs brand affinity
• [05:30] Why both awareness and affinity are essential
• [08:30] How to measure brand awareness
• [13:30] How to measure affinity and brand positivity
• [17:30] What’s the real value of brand?
• [20:30] What’s the right level of brand affinity?

To learn more, visit marketingarchitects.com/podcast.







Resources:
2023 Retail TouchPoints Article
B2B Institute Article
2021 Planet Content Guide

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Why would anyone market to those who aren’t likely to buy right away or who don’t fit perfectly within your ICP? Actually, there are multiple reasons.

This is the first of three episodes reviewing a report released by Marketing Architects called “Reach, Revenue and ROI: 3 Principles for Effective TV Advertising.” This week, Elena, Angela, and Rob are joined by Chief Client Officer Whitney Stratten to talk about the power of broad reach marketing, how reach builds mental availability, and how clients have used TV advertising to gain massive levels of reach and build their brands.

Topics covered:

• [01:30] Reviewing the power and challenges of brand-building channels
• [04:00] Explaining the rationale behind “Operation Holy Cow”
• [05:30] How Airbnb used brand channels to drive growth
• [08:00] How reach builds mental availability
• [12:00] How Joybird used reach to grow their brand
• [17:00] Using reach to find new audiences

To learn more, visit marketingarchitects.com/podcast.









Resources:
2020 WARC Article
2021 The B2B Institute Report
2021 MarketingWeek Article
2022 The Wall Street Journal Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Targeting the right customer at the right time is a marketer’s dream—but only if the price is right.

This is the second of three episodes reviewing a report released by Marketing Architects called “Reach, Revenue and ROI: 3 Principles for Effective TV Advertising.” This week, Elena and Rob are joined by VP of Analytics Matt Hultgren to talk about the tradeoffs between targeting and cost, the importance of reach in a media plan, and how to leverage technology to get the most out of traditional media channels.

Topics covered:

• [01:00] Reviewing the high costs of traditional marketing channels
• [02:50] How to calculate the value of reach
• [04:15] How creative costs pile up for marketers
• [05:45] Explaining the marketing cost/value debate
• [09:50] How to set up traditional media tests cost effectively
• [13:50] Questions to ask your future television agency
• [15:30] How to decide what to spend on a mass media test
• [17:25] What success on mass reach channels looks like

To learn more, visit marketingarchitects.com/podcast.









Resources:

2023 Cost of Super Bowl Commercials
2023 MarketingWeek Article
2023 WARC Article
2023 Marketplace Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

The battle over whether marketers should focus on sales or brand results has raged for years now. But while many marketers are now embracing both, this philosophy of “bothism” has only recently been applied to TV advertising.

This week, VP Client Growth Devan Futterer joins Elena and Angela to talk about ways they’ve seen brands set up TV campaigns to drive both long- and short-term results. It starts with a media strategy optimized for reach, requires thoughtfully produced creative, and of course, means measuring results immediately after your campaign launches and months down the road.

Topics covered:

• [01:30] Defining bothism and the brand vs performance debate
• [05:00] How to apply bothism to TV advertising
• [06:30] How to measure brand and sales in a TV campaign
• [09:30] TV’s halo effect on other marketing channels
• [12:30] How Nuts.com used TV advertising for short- and long-term results
• [17:00] Recapping principles for successful TV advertising

To learn more, visit marketingarchitects.com/podcast.








Resources:
2020 MarketingWeek Article
2021 McKinsey Article
Effectv Report

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Based on an analysis of 2,500 B2B ads, one thing is very clear: B2B needs a new creative formula, one that’s actually effective.

This week, Ty Heath, Director of Market Engagement at The B2B Institute, a think tank funded by LinkedIn, joins Angela, Rob, and Elena to talk about why B2B advertising struggles with creative effectiveness. They cover why marketing to businesses is still marketing to people and explore the ABLE formula’s guide to developing B2B creative that people will remember.
Topics covered:

• [02:00] The problem with B2B ad creative
• [04:30] Connecting brand investments to business results
• [08:00] Why a lack of likeability harms creative effectiveness
• [14:00] What Disney teaches us about applying a consistent creative formula
• [18:00] Examples of B2B ads that aren’t boring
• [23:00] Using the ABLE formula to develop effective creative
• [29:00] Why awareness is the first hurdle B2B marketers need to clear

To learn more, visit marketingarchitects.com/podcast.

Resources:
Connect with Ty
2023 Adweek Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Nearly half of marketers believe senior stakeholders focus too much on ROI. Because while it’s the top metric the C-Suite cares about, ROI alone doesn’t show marketing’s full impact.

Proving marketing’s value to the business isn’t a new challenge. But it is a persistent one. This week, Elena and Angela are joined by John Wojcik, VP New Business and Solution Development at Brother USA and former CMO at The Zebra, to discuss strategies marketers can use to communicate the value of their work to larger business goals and growth.

Topics covered:

• [02:00] The top marketing metrics senior stakeholders care about
• [04:30] Balancing brand and performance initiatives
• [06:00] How the size and scale of a company affect marketing goals
• [09:30] Advice for pitching leadership on brand efforts like TV advertising
• [16:30] Connecting marketing to a brand’s growth strategy
• [19:00] The importance of relationships for communicating marketing goals

To learn more, visit marketingarchitects.com/podcast.

Resources:
Connect with John
2023 MarketingWeek Article

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Research from System1 and Pinterest found that digital ads rated highly for emotion resulted in a staggering 90% average increase in brand favorability. And this isn’t the first time research has proven emotion’s effects on ad performance.

The IPA reports that 43% of emotional ad campaigns lead to very large business effects across sales, market share, loyalty and new customers, compared to only 23% of rational campaigns. Clearly, emotion is a valuable creative lever. But how do you use it well? This week, Angela, Elena, and Rob are talking about making sure customers feel your ads, which emotions are most effective in driving positive brand associations, and why humor can be an overlooked but incredibly impactful emotion when used correctly.

Topics covered:

• [01:30] Research proves ads that tap into emotion perform better
• [04:30] Why positive emotions drive greater brand equity than negative ones
• [07:00] The role of humor in driving ad performance
• [10:00] Why the right emotion varies by industry
• [12:00] How pretesting lets you push boundaries in creative
• [16:00] How to use marketing channels to amplify emotional connections

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 MarketingTech Article: https://www.marketingtechnews.net/news/2023/jul/24/emotional-digital-ads-drive-brand-lift-and-recall/


2023 Kantar Article: https://www.kantar.com/company-news/digital-ads-which-evoke-strong-emotions-are-four-times-more-likely-to-drive--brand-equity


2022 Kantar Article: https://www.kantar.com/inspiration/advertising-media/how-to-get-humour-right-in-advertising


2023 The Drum Article: https://www.thedrum.com/opinion/2023/02/28/heart-over-head-why-you-should-move-away-rational-marketing


2021 The B2B Institute Report: https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-creative


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Marketers have been overwhelmed with lessons from the success of the Barbie movie’s marketing strategy. But those lessons only go so far if you don’t have a 150-million-dollar budget to spend.

This week, Rob, Angela, and Elena explore why Barbie’s marketing was so successful and how other marketers could replicate the principles of Barbie’s strategy with smaller budgets. They’re discussing category design, lightning strikes, and the importance of making bold strategic moves to stand out from competitors.

Topics covered:

• [02:00] How Barbie’s marketing drove its success
• [05:00] Why producing Barbie required bravery from Mattel
• [08:30] Reframing marketing as an investment rather than an expense
• [11:30] Defining category design and lightning strikes
• [13:30] The difference between lightning strikes and guerilla marketing
• [16:30] How big moves break through competitive noise
• [18:00] Balancing long-term brand-building with lightning strikes

To learn more, visit marketingarchitects.com/podcast.


Resources:

2023 Lochhead on Marketing Podcast: https://podcasts.apple.com/us/podcast/what-barbie-can-teach-tech-ceos-about-marketing/id1475593214?i=1000624635808


2022 Category Pirates Article: https://www.categorypirates.com/post/how-to-execute-a-lighting-strike-marketing-strategy-to-drive-sales

2023 Variety Article: https://variety.com/2023/film/box-office/barbie-marketing-campaign-explained-warner-bros-1235677922/


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

The term "marketing effectiveness" has gained attention lately, but what does it really mean? And what’s stopping marketers from developing truly effective work?

The World Federation of Advertisers (WFA) recently investigated this exact question with a survey of more than 300 marketers. This week, Angela, Rob, and Elena are breaking down the definition of marketing effectiveness, discussing the findings of the WFA’s report, and sharing their own thoughts on how to reach, measure, and educate others on the value of marketing and its impact on the business. Plus, they’re sharing their favorite resources for leveling up your own marketing activities.

Topics covered:

• [02:00] The WFA’s “Creating a Global Culture of Marketing Effectiveness” report
• [06:30] The need for greater collaboration in marketing and between departments
• [08:30] What is the definition of marketing effectiveness?
• [12:30] Including both short- and long-term results to determine effectiveness
• [15:00] The challenge of measuring marketing results
• [17:30] The hosts' favorite effectiveness resources

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 WFA Report: https://wfanet.org/knowledge/item/2023/08/23/Creating-a-Global-Culture-of-Marketing-Effectiveness

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Connected TV. Podcasts. TikTok. Even virtual reality. They all offer advertisers new opportunities to reach potential customers. But emerging channels are inherently risky.

This week, Elena, Angela, and Rob dig into eMarketer’s report on the mismatch between the channels consumers spend time with and those marketers invest in most. They also explain why that mismatch can sometimes be the right decision. Because with emerging channels, starting small is often a smart approach, even if you fall behind consumer trends for a bit... so long as you use that time to build your strategy for later.

Topics covered:

• [01:30] Reviewing eMarketer’s “US Time Spent with Media Forecast”
• [04:30] Meta has the largest discrepancy between consumer time and ad dollars
• [07:00] The complexity of emerging channels like CTV
• [09:00] The difficulty of measuring radio and podcasts
• [14:00] Why a mismatch between consumer behavior and ad spend can make sense
• [17:30] How Annika Streaming solves CTV’s biggest challenges

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 eMarketer Report: https://content-na1.emarketer.com/us-time-spent-with-media-forecast-2023

2023 Behind the Numbers Podcast: https://www.insiderintelligence.com/content/podcast-daily-imbalance-between-time-spent-ad-dollars-trying-sell-nfl-sunday-ticket-fate-of-hulu

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

How do you defend marketing’s value through economic changes, a narrowing focus on ROI, and changing ideas about how to build a memorable brand?

This week, Elena and Angela are joined by Mary Kyriakidi, Global Thought Leader at Kantar. Mary is the author of Kantar’s evidence-based report “Modern Marketing Dilemmas” which explores some of the most contentious and widely debated topics in marketing today... and what the research says about those topics’ answers.

Topics covered:

• [02:30] How common debates in marketing inspired Kantar’s report
• [03:45] ROI is only part of accurate marketing measurement
• [08:00] The role of brand in driving future buyers
• [13:30] How to measure and evaluate brand equity
• [18:00] Difference vs differentiation in building brand
• [23:00] The future of marketing effectiveness

To learn more, visit marketingarchitects.com/podcast.

Resources:
Connect with Mary: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/
2023 Kantar Report: https://www.kantar.com/campaigns/modern-marketing-dilemmas

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Despite a heightened focus on growth, businesses frequently sideline creativity. Even though unconventional thinking is exactly what’s needed to reach new levels of success.

Demand for chief creative officers has declined by 4% since 2018. And marketing roles increasingly prioritize analytical skills over creative talent. This week, Rob and Elena are joined by Chief Creative Officer Steve Babcock to discuss the growing creativity gap and how to fix it. Surprisingly, the answer might not be about hiring more people with “creative” in their title but instead encouraging creativity across all areas of the organization.

Topics covered:

• [05:00] What is the creativity gap?
• [07:00] Creativity vs artistic ability
• [10:00] The importance of tying creativity to results
• [12:00] Domino’s Pizza tracker as an example of creativity driving business results
• [17:00] Restrictions can encourage creativity
• [20:00] The future of creative roles in businesses

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 Deloitte Digital Press Release: https://www.prnewswire.com/news-releases/is-the-creativity-gap-holding-up-business-transformation-deloitte-digital-and-lions-analysis-launched-ahead-of-2022-cannes-lions-international-festival-of-creativity-indicates-yes-301568677.html

2023 MarketingDive Article: https://www.marketingdive.com/news/dominos-pizza-pinpoint-delivery-QSR-marketing/653011/

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Despite a surplus of data and advanced targeting capabilities, marketers aren't targeting as well as we think we are. And it’s hurting performance.


IJRM recently found many targeted campaigns have to double their click-through rate to outperform untargeted ones. Another study from Truthset discovered nearly half of data used for ad targeting is incorrect. So is targeting really what marketers have been promised? This week, Angela, Elena, and Rob dig into the classic targeting vs reach debate to explore the most cost-effective ways to engage your audience.


Topics covered:

• [01:30] Reviewing studies from IJRM and Truthset
• [06:00] How low-quality data affects marketing performance
• [09:00] The history of targeted advertising
• [12:00] Defining targeting vs hypertargeting
• [16:00] How leaning into reach can alleviate targeting’s challenges
• [17:30] Mass customization and the future of targeting

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 Ad Age Article: https://adage.com/article/measurement/nearly-half-data-used-ad-targeting-wrong-truthset-study/2521136


2023 WARC Article: https://www.warc.com/content/feed/Targeted_online_ad_campaigns_face_profitability_problem/8660

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

In 2023, Google will rake in $57 billion from search. Their dominance in the market has left marketers heavily dependent on Google’s platform even as prices rise, making it both necessary for success online... and a massive headache.

This week, Elena and Rob are joined by Director of Analytics Jordan Rossler to discuss how marketers can improve the effectiveness of their SEM investment—while reducing their dependence on Google. Because no brand that wants to compete online can fully avoid Google. But they can level the playing field.

Topics covered:

• [01:20] Recapping Google’s antitrust trial
• [03:00] Marketing Architects’ history with Google in radio
• [05:00] The FTC’s case against Amazon
• [08:00] Why is search so important for marketers?
• [13:30] How branded keywords save money
• [18:30] How unique calls-to-action in TV affect search

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 ABC News Article: https://abcnews.go.com/Politics/wireStory/amazon-antitrust-lawsuit-long-arduous-journey-ftc-103862149


2023 Reuters Article: https://www.reuters.com/technology/five-things-know-about-google-antitrust-trial-it-hits-halfway-mark-2023-10-12/

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Do digital ads have your attention, really? What about your audience’s attention? Marketers have shifted from traditional channels to digital ones—but the long-term returns of TV, radio, and print have been difficult to replicate.

According to Data2Decisions and DDB, digital attribution techniques overestimate the business effects of search by a factor of two and underestimate the impact of TV by a factor of 10. In this week’s episode, Rob, Angela, and Elena discuss digital advertising’s effectiveness, profitability, and greatest pitfalls. Conversations range from the dominance of Google, Meta, and Amazon to tactical advice for creating digital ads that capture and retain viewer attention.

Topics covered:

• [01:00] Reviewing WARC’s “The Third Age of Effectiveness”
• [04:30] How much do marketers spend on digital advertising?
• [07:30] How effective is display advertising?
• [10:00] Digital advertising’s greatest challenges
• [13:00] Creative best practices for memorable digital ads
• [16:00] How traditional channels like TV boost digital effectiveness

To learn more, visit marketingarchitects.com/podcast

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

This summer, consumers dug into their wallets to attend concerts, watch movies in theaters, and enjoy sporting events in person. But as economic concerns grow, can the summer’s spending keep up for retailers’ crucial holiday sales season?

This week, Elena, Angela, and Rob are joined by Strategy Director Kyle Lewis to discuss the trends retailers can expect during the holiday shopping season and how they can cultivate positive experiences to support sales going into 2024. Starting with the fact that the real holiday shopping season began months ago.

Topics covered:

• [01:30] Economic predictions for the holidays
• [03:30] Recapping last year’s holiday shopping trends
• [06:00] Consumer intent is high for spending this year
• [09:30] The shopping season started earlier than ever
• [19:00] The importance of simplifying customer experiences
• [21:30] How Marketing Architects sold a child’s toy during the holidays

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 CNN Business Article: https://www.cnn.com/2023/10/21/economy/consumer-spending-winter-outlook/index.html

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Only 22% of CMOs feel they have a collaborative relationship with their CFO. And only 39% of financial directors have confidence their marketing team will make smart commercial decisions. The numbers, well, aren’t great.

To uncover the reason for this disconnect, Elena, Angela, and Rob are joined by CFO Brent Longval. Together, they explore why marketing and finance can end up at opposite ends of the table and how learning to speak the same language can close the gap. There’s work to do on both sides, but it’s worth it... 87% of marketers who do have a collaborative relationship with finance are happy with their ability to measure marketing performance.

Topics covered:

• [01:30] The state of the CMO/CFO relationship
• [05:00] Why finance often sees marketing as another expense
• [10:30] Does your CFO have a finance or accounting background?
• [12:00] Why finance and marketing can easily clash
• [16:30] Building a collaborative partnership with finance
• [21:00] Learning finance’s language
• [24:30] Investing in relationship-building and trust

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 MarketingWeek Article: https://www.marketingweek.com/cmo-council-cfo-relationship/

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

82% of ANA members say their company has an in-house agency. And now generative AI threatens specialized digital agencies. What does the future of ad agencies look like? Do they have a future at all?

This week, Elena, Angela, and Rob are joined by SVP Client Growth Dhiren Khemlani to discuss the pros and cons of in-housing, the impact of AI on agencies, and the importance of remaining agile and adaptable. Finally, they predict what agencies will look like in the next decade. Or if agencies will be around at all.

Topics covered:

• [01:00] Breaking down the rise of in-house agencies
• [03:00] The impact of AI on the ad industry
• [07:00] In-housing vs external agencies
• [18:00] How agencies will need to evolve to survive
• [20:00] The power of human creativity in the age of AI
• [26:00] The future of the agency model

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 Adweek Article: https://www.adweek.com/agencies/ana-study-in-house-agencies/
2023 AdAge Article: https://adage.com/article/agency-news/forrester-report-ai-will-boost-creative-agencies-shutter-digital-shops/2525811

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

QR codes achieved mainstream status in 2020. But they're more than just a pandemic fad. In 2022, 83 million US smartphone users scanned the codes. And 3 in 4 consumers say they plan to scan the codes in the future.


This week, Elena, Angela, and Rob are joined by Associate Director of Product Optimization Tilly DeNardo to talk about the future of QR codes in TV advertising. The team dives into Marketing Architects’ research on how consumers perceive the codes in advertising and how to create ads that make the most of their potential, from matching post-scan expectations to creative best practices.

Topics covered:

• [01:30] The growth of shoppable TV ads
• [08:00] The history of QR codes
• [11:00] Why TV advertisers are excited about QR
• [14:30] How QR codes compare to other calls-to-action
• [17:30] How much do consumers trust QR codes?
• [21:30] Creative best practices for using QR codes
  

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 Adweek Article: https://www.adweek.com/convergent-tv/shoppable-ads-smart-tv-samsung-ads-kerv/

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Forrester predicts “experience with generative AI” will be written into 20% of new CMO job descriptions next year. They also say brand purpose is out of style and highly practical, results-driven campaigns will soon be in vogue.
In this wrap-up episode for the year, Elena, Angela, and Rob are sharing their own predictions for the biggest marketing trends in 2024. From a focus on effectiveness to the growth of traditional marketing channels to AI completely reimagining the ad industry, there’s a lot headed marketers’ way next year. The good news? Constant change is pretty normal in the industry. So if anyone’s prepared for 2024, it’s marketers.

Topics covered:

• [01:30] Forrester’s 2024 marketing predictions
• [05:30] Why brand purpose is less popular
• [07:00] Marketing effectiveness in the US
• [16:00] What the move from AI to AGI means
• [20:00] Why marketers may reevaluate traditional channels
• [21:30] Predictions for 2024

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 Forrester Report: https://www.forrester.com/blogs/predictions-2024-cmos-b2c-marketing/

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

It’s a podcast takeover! In a special bonus episode, we’re sharing Elena’s conversation with Marc Binkley and Vassilis Douros of “The Sleeping Barber” and Conor Byrne of “That’s What I Call Marketing.” Together, they review their favorite marketing trends and campaigns of the year, plus what they’re looking forward to for marketers in 2024. The conversation explores Apple’s distinctive brand assets, how Spotify and Strava make the most of customer data, the potential impact of AI, what brand purpose looks like next year, and much, much more.

Topics covered:

• [00:30] Introducing the podcasters for today’s episode
• [02:00] Top marketing campaigns from the last year
• [15:00] The resurgence of media mix modeling
• [18:30] How marketers should be testing AI in 2024
• [22:30] The growth of creativity in B2B marketing
• [27:00] Why brand purpose is on the decline
• [31:30] The death of hyper-personalization
• [38:00] Influencer marketing’s top challenges
• [43:00] Favorite marketing thought leaders

To learn more, visit marketingarchitects.com/podcast.

Resources:
The Sleeping Barber: https://podcasts.apple.com/us/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324


That’s What I Call Marketing: https://podcasts.apple.com/us/podcast/thats-what-i-call-marketing/id1615415427?mt=2

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

This week we’re taking time off to spend the holidays with our families so we’re republishing one of our top episodes from the archives. We hope you enjoy, and we’ll be back with new content next week.

There are more than 130 marketing metrics. But how many really determine marketing effectiveness? Especially for brand-building channels like TV, radio, and print advertising? In this episode, VP of Analytics Matt Hultgren joins Angela and Elena to discuss how measurement best practices have changed and the importance of using multiple models to understand marketing’s full impact.

Topics covered:

• [01:07] Why marketing measurement is so difficult
• [4:58] Why last touch attribution doesn’t tell the full story
• [11:10] How to set up a measurable TV test
• [16:21] Top-down vs bottom-up marketing measurement
• [20:27] CTV’s ongoing measurement challenges
• [24:35] The micro/macro/business measurement framework

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 The Chartered Institute of Marketing Article: https://www.cim.co.uk/content-hub/editorial/todays-top-five-marketing-challenges/


2021 Ruler Analytics Report: https://www.ruleranalytics.com/resources/attribution-reporting-analysis/


2021 Marketing Architects Article: https://www.marketingarchitects.com/blog/5-tips-for-measuring-tv-performance

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Two trends are colliding. First, advertisers are tracking their investments more carefully. Second, traditional marketing metrics are under attack as privacy regulations evolve. One possible solution? Attention.

This week, Elena, Angela, and Rob discuss the rise and relevance of attention metrics in advertising. From how attention goes beyond visibility to the many ways attention is measured, our hosts are exploring the benefits, challenges, and practical applications of attention metrics. They even share their own experience using eye-tracking for TV commercials and how attention impacts performance.

Topics covered:

• [01:00] New attention metrics go beyond viewability and impressions
• [03:30] The problem with attention metrics
• [07:00] Byron Sharp’s perspective on attention
• [08:30] How 3M developed eye-tracking technology
• [13:00] How attention metrics inform TV performance
• [15:00] How viewing context and lack of standards make attention challenging for marketers

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 MarketingBrew Article: https://www.marketingbrew.com/stories/why-advertisers-are-excited-about-attention-metrics


2023 MediaPost Article: https://www.mediapost.com/publications/article/391258/hey-there-attention-metrics-stifled-by-lack-of-re.html


2022 The Media Leader Article: https://the-media-leader.com/sharp-is-right-chasing-fleeting-attention-is-a-waste-of-money/


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Last year, CTV ad spend reached a record high of $25 billion, and it’s only continuing to grow. A survey by the IAB found marketers plan to increase CTV spending by 14.5% in 2024—more than any other channel.

This week, Elena, Angela, and Rob are joined by VP Media Catherine Walstad to review everything marketers should know about the potential and pitfalls of Connected TV in the upcoming year. Together, they highlight misconceptions about the rise of CTV and explore tactical steps advertisers can take to optimize ad spend, targeting, and attribution for their streaming campaigns.

Topics covered:

• [01:00] Streaming and CTV Ad Spend in 2024
• [04:30] The future of TV advertising
• [06:30] CTV’s targeting challenges
• [09:30] Linear vs streaming TV prices
• [12:00] What’s wrong with CTV measurement?
• [15:00] The opportunity for testing creative in CTV
• [23:00] How to drive CTV results for performance marketers

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 eMarketer Report: https://content-na1.emarketer.com/tv-connected-tv-ad-spending-forecasts-2023

2023 IAB Report: https://www.iab.com/research/2024-outlook-a-snapshot-into-ad-spend-opportunities-and-strategies-for-growth/


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

This week, we’re resharing one of our top episodes from the archive. Enjoy, and we’ll be back with new content next week!

Brand is far more measurable today than it was even five years ago. So why are we still questioning brand’s value? Maybe because it’s tough to know exactly how to grow brand. Or how to defend its importance to the business. In this episode, Elena, Angela and Rob tackle brand misconceptions from a performance marketer’s perspective, from what it means to build brand awareness to driving tangible business results related to brand growth.

Topics covered:

• [02:00] Brand awareness vs performance marketing
• [05:30] How can marketers defend brand’s ability to drive business results?
• [7:00] Defining brand awareness and measuring brand growth
• [12:00] How to grow your brand
• [16:00] What physical availability looks like for online businesses
• [18:30] What business stage is right for focusing on brand-building?

To learn more, visit marketingarchitects.com/podcast.


Resources:
2020 The Marketing Student Article: https://www.themarketingstudent.com/how-brands-grow/

2013 WARC Article: https://www.warc.com/newsandopinion/opinion/the-long-and-short-of-it-measuring-campaign-effectiveness-over-time/en-gb/1727

2023 BuiltIn Article: https://builtin.com/marketing/mere-exposure-effect

2012 Scientific American Article: https://www.scientificamerican.com/article/kahneman-excerpt-thinking-fast-and-slow/


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Only 15% of brand assets are truly distinctive. And just 19% of logos achieve “gold” status in recognizability according to a study by Ipsos and JKR. So where are things going wrong?

This week, Elena, Angela, and Rob talk about what makes assets truly distinctive, the most effective formats for memorability, and whether consistency or creativity plays a larger role in an asset’s success. Plus, quiz yourself along with the hosts as they run through some of the most well-known brand assets used today.

Topics covered:

• [01:00] MarketingWeek’s review of brand assets study
• [04:00] The highest-scoring format for distinctive assets
• [05:30] Why patience matters for distinctiveness
• [09:00] Assets need to be memorable, ownable, and have long-term potential
• [10:00] How distinctive assets have been elevated on TV
• [14:00] Using AI to evaluate brand assets
• [18:00] Distinctive assets quiz

To learn more, visit marketingarchitects.com/podcast.


Resources:
2023 MarketingWeek Article: https://www.marketingweek.com/15-brand-assets-truly-distinctive-finds-research/


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

B2B marketing is behind. Research by BrandFinance shows the top 100 B2B brands have $1 trillion in untapped brand potential... It might just be time for a B2B marketing revolution.

This week, Elena, Angela, and Rob are joined by Colin Fleming, EVP Global Marketing at Salesforce. Colin leads a team of more than 600 marketers building Salesforce’s brand and customer base. In this episode, he shares how Salesforce identified the need to lean into brand-building, how to balance brand and performance objectives, and why B2B marketers need to spend more time thinking about the humans on the other end of their work.

Topics covered:

• [02:00] MarketingWeek on why B2B brands are behind
• [03:30] Colin’s experience as a F1 racecar driver
• [08:30] Brand marketing for Salesforce
• [11:15] Marketing effectiveness for B2B
• [14:30] Treating B2B like B2C marketing
• [21:00] Thinking about category entry points (CEPs)
• [24:00] How Salesforce’s forest characters came to life
• [33:00] Using TV’s broad reach for business growth

To learn more, visit marketingarchitects.com/podcast.


Resources:
2023 BrandFinance Report: https://static.brandirectory.com/reports/brand-finance-global-b2b-brands-index-2023-full-report.pdf


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

The biggest ad platforms are leaning into media mix modeling, even when that means giving other ad channels more credit than their own. Why? Well, MMM might just be making a comeback.

This week, Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland and Director of Analytics Jordan Rossler to talk about all things MMM. They’re digging into the pros and cons of the model, how new tools have made MMM more accessible than ever, and the importance of tying marketing investments back to business results.

Topics covered:

• [02:00] Why Facebook, Google and Amazon are adopting MMM
• [04:30] What is media mix modeling (MMM)?
• [05:30] Why marketers aren’t satisfied with last-click attribution
• [10:00] How MMM provides a holistic view of performance
• [13:00] Meta’s Robyn vs Google’s Lightweight
• [16:30] Why MMM struggles to measure brand impacts
• [21:30] How AI will change MMM

To learn more, visit marketingarchitects.com/podcast.


Resources:
2023 Adexchanger Article: https://www.adexchanger.com/measurement/why-facebook-google-and-amazon-are-embracing-media-mix-modeling/


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

The US might be behind in marketing effectiveness—at least according to Mark Ritson. But why? What does the state of marketing effectiveness and research really look like?

This week, Elena, Angela, and Rob are joined by Dr. Mitch Olsen, marketing professor and director of undergraduate studies at the University of Notre Dame, to answer that very question. With rich experience in both the corporate and academic worlds of marketing, Mitch shares his thoughts on the state of marketing effectiveness in the US, the process behind publishing marketing research, and how the next generation of marketers are being taught to prioritize business outcomes in their work.

Topics covered:

• [02:00] Mark Ritson’s take on effectiveness in the US
• [03:30] Mitch’s experience marketing at P&G and transition to academia
• [11:30] The process of publishing marketing research
• [16:30] Is the US actually behind on effectiveness?
• [23:30] What marketing education looks like today
• [26:00] How is TV advertising discussed in the classroom?

To learn more, visit marketingarchitects.com/podcast.


Resources:
2023 MarketingWeek Article: https://www.marketingweek.com/effectiveness-ignorance-american-marketing/


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

It’s hard enough to agree on definitions for “reach” and “frequency.” Consensus on the ideal balance between the two is just about impossible.

The internet is undeniably divided over this topic, but Elena, Angela, and Rob are joined this week by VP of Analytics Matt Hultgren to finally settle the debate. Which drives better business results—broadening your audience reach or increasing the number of times your target sees your ad? Does this change across marketing channels? Or even industry and type of business? As with many marketing topics, the answers aren’t entirely straightforward.

Topics covered:

• [01:00] Defining reach and frequency
• [03:30] Why your first impression is the most valuable
• [06:00] Why is reach vs frequency so hotly debated?
• [09:30] Frequency on linear vs streaming TV
• [13:00] How creative quality affects frequency
• [15:30] How do you plan a campaign optimized for both reach and frequency?

To learn more, visit marketingarchitects.com/podcast.


Resources:
2010 Ehrenberg-Bass Article: https://marketingscience.info/frequency-and-frequency-something-to-watch-out-for/
B2B Institute Article: https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/reach-maximalism


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

As a marketer, going all-in on digital can seem like a safe choice. After all, 72% of marketers say digital campaigns are easier to measure than traditional channels. But is digital alone actually what’s most effective?

This week, Elena, Angela, and Rob are joined by SVP Partnerships Jordan Mauer to discuss the ideal balance for online and offline channels. Jordan’s marketing experience includes work for companies like US Bank, Visa, NASCAR, and Shutterfly. And he has strong feelings about the importance of offline channels, including TV advertising, for growing a business.

Topics covered:

• [01:30] Digital vs offline channels for brand-building
• [06:30] Why marketers’ bias is usually toward digital
• [07:30] The limitations of online advertising
• [09:45] The biggest barriers to testing offline channels
• [14:00] How to test offline on a budget
• [16:00] Introducing Misfits & Machines!

To learn more, visit marketingarchitects.com/podcast.


Resources:
2023 MarketingWeek Article: https://www.marketingweek.com/digital-offline-marketer-brand-building/
2020 Marketing AX Borders Article: https://marketingacrossborders.blog/2020/06/13/why-online-media-is-overrated-as-a-brand-building-channel/


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Kim Kardashian and Skims. Snoop Dogg’s 'smokeless’ stunt for Solo Brands. And of course, celebrity-packed Super Bowl commercials. What’s the true power of star power in advertising?

This week, Elena, Angela, and Rob are discussing the benefits (and risks) of using a celebrity to promote your brand. Because while celebrities can drive strong attention to your ad, they typically come with high price tags, can feel inauthentic if they aren’t clearly connected to your brand, and can even draw attention away from your product or service through the ‘vampire effect.’ The team talks through when a celebrity might not be the right choice and how to find the right partner when you are pursuing a celebrity endorser.

Topics covered:

• [01:30] The types of celebrity endorsements
• [02:30] The history of celebrities in advertising
• [05:30] How celebrities drive greater attention in ads
• [08:00] The pros and cons of partnering with a celebrity
• [11:30] Using characters vs celebrities
• [13:00] How to choose the right celebrity for your brand
• [17:30] Marketing Architects’ celebrity fantasy draft

To learn more, visit marketingarchitects.com/podcast.


Resources:
2023 Knowledge at Wharton Article: https://knowledge.wharton.upenn.edu/article/the-marketing-psychology-behind-celebrity-endorsements/


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Programmatic advertising is bigger than ever. AI’s transforming media buying. Ad fraud continues to grow. And now, MFA (made for advertising) sites have emerged as top contenders for ad dollars. Clearly, there are a few reasons to be concerned about media quality.

In today's episode, Elena, Angela, and Rob are addressing the impact of AI on digital advertising, the rise of made-for-advertising (MFA) inventory, the costs and benefits of offline vs online media, and how much brand safety really matters.

Topics covered:   

• [01:00] Global ad spend will double its growth this year, thanks to AI
• [02:30] What are MFA sites?
• [04:00] Balancing cost and quality in media buys
• [08:00] Why low-quality inventory isn’t cost-effective
• [10:30] How offline channels differ from digital
• [14:30] How to judge media quality
• [15:30] AI’s impact on digital advertising 

 


To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2023 ANA Report: https://www.ana.net/miccontent/show/id/rr-2023-12-ana-programmatic-media-supply-chain-transparency-study
2024 WARC Article: https://www.warc.com/newsandopinion/opinion/why-media-quality-will-take-centre-stage-in-2024/en-gb/6531
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

The old 80/20 rule is simply wrong. The top 20% of buyers actually account for only 50% of sales. So is brand loyalty still the secret to efficient growth or is the smart move to pursue new customers?

In this episode, Elena, Angela, and Rob discuss the ongoing debate about whether it’s better to focus on building brand loyalty or driving new customer acquisition. The team reviews studies highlighting the importance of emotional connection and positive brand experiences in fostering both customer loyalty and acquisition, leading them to ask whether the two strategies really stand in opposition or could, just maybe, work together.

Topics covered:

• [01:00] What’s the fuss around brand loyalty all about?
• [03:30] How quality and brand experience affect loyalty
• [06:00] Debating acquisition vs retention for growth
• [10:00] The history of ‘double jeopardy’
• [18:00] How effective are loyalty programs, really?
• [21:30] How loyalty programs can be a source for first-party data 

 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2023 Kantar Article: https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-is-it-still-ok-to-talk-about-brand-loyalty
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In our inaugural Nerd Alert episode, Elena and Rob get meta by reviewing research on marketing research. They’re looking at the current state of marketing research and why research is more focused right now on tactics than strategies, creating a gap in how we think about the conceptual side of marketing.

Topics covered:  

• [00:30] Introducing Nerd Alert
• [02:00] Overview of “Research in Marketing Strategy”
• [05:00] The four parts of the marketing strategy framework 
• [08:30] How marketing’s short-termism problem shows up in research
• [10:00] Why we need more research on marketing theory 

 



To learn more, visit marketingarchitects.com/podcast 


Resources: 
Morgan, N.A., Whitler, K.A., Feng, H. et al. Research in marketing strategy. J. of the Acad. Mark. Sci. 47, 4–29 (2019). https://doi.org/10.1007/s11747-018-0598-1 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

The rise of video-driven social platforms. Evolving privacy regulations limiting advertisers’ access to targeting and reporting data. Meta’s dominance finally facing challengers... Social media is changing for good.

In this episode, Elena, Angela, and Rob unpack the evolution of social media marketing, influenced heavily by Facebook's introduction of dynamic, algorithm-driven experiences. The conversation explores the need for platform diversification, the implications of privacy changes on targeting, and why video content now claims more than half of social ad budgets. 

Topics covered:   

• [01:30] How Facebook transformed social media forever
• [04:00] Snapchat and Reddit’s potential for growth
• [06:30] The risk of over-dependence on Meta
• [08:00] How privacy changes affect social attribution
• [09:30] How to make the most of social video
• [14:30] How to measure the effectiveness of social marketing
• [16:30] Organic vs paid social 

 


To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2024 Mashable Article: https://mashable.com/article/facebook-changed-social-media
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss a study reviewing behavioral advertising’s impact on consumer welfare, with some surprising results. Hint: behavioral advertising’s not as helpful for consumers as you might think!

Topics covered:   

• [01:00] Introducing Behavioral Advertising and Consumer Welfare
• [02:00] Defining behavioral targeting
• [04:30] Study results on behavioral advertising’s impact
• [05:30] How you might interact with behavioral ads
• [06:00] Behavioral vs contextual targeting 

 




To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Schnadower Mustri, Eduardo and Adjerid, Idris and Acquisti, Alessandro, Behavioral Advertising and Consumer Welfare: An Empirical Investigation (March 23, 2023). Available at:  https://ssrn.com/abstract=4398428  or http://dx.doi.org/10.2139/ssrn.4398428 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Is primetime really the “prime” time for TV advertisers? What does research say about subliminal advertising? And is personalization actually worth the effort?

In this episode, Elena, Angela, and Rob look at some of the biggest myths and misconceptions in the marketing industry and tackle what research says about each. A word of caution... listening to this episode could challenge deep-rooted beliefs.

Topics covered:   

• [01:30] What happens when marketing debates get controversial
• [06:00] Where did the term “primetime” come from?
• [07:30] Why primetime doesn’t always equal the best performance
• [12:00] The history of the subliminal advertising myth
• [17:30] What research says about the impact of personalization
• [22:00] Where personalization can go wrong  

 




To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2012 Brand Genetics Article: https://brandgenetics.com/human-thinking/how-brands-grow-speed-summary/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob are talking all things TV advertising. There have been plenty of marketers announcing “TV is dead” over the last decade, but what does research say about TV’s effectiveness today?

Topics covered:   

• [00:45] “Effectiveness and Efficiency of TV’s Brand-Building Power”
• [03:00] What is a gross rating point (GRP)?
• [04:00] A 30-second TV ad is just as effective today as in the 1980s
• [05:00] Does spot length impact effectiveness?
• [07:00] Traditional marketing should still be a focus
• [08:00] How pretesting makes in-market campaigns more successful 

 



To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Effectiveness and Efficiency of TV's Brand-Building Power: A Historical Review 
Frank Findley, Kelly Johnson, Douglas Crang, David W. Stewart 
Journal of Advertising Research Jun 2020, JAR-2020-011; DOI: 10.2501/JAR-2020-011 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

At any time, only 5% of a B2B company’s potential customers are in-market. That’s a small group. Which means marketing to the other 95% might be pretty important...

In this episode, Elena and Angela are joined by Peter Weinberg, former Global Head of Development at The B2B Institute from LinkedIn. They’re talking about the contrarian ideas Peter researched and popularized during his time at LinkedIn, including the 95-5 rule, why tight targeting isn’t always the right choice, and the role of creativity in B2B marketing. Stick around, and you’ll even get a sneak peek at what Peter’s doing next! 

Topics covered:   

• [00:30] Introducing Peter Weinberg
• [04:30] How the 95-5 rule leads B2B marketing strategy
• [08:00] Broad vs narrow targeting for B2B
• [12:00] Why top-of-funnel and brand matters for B2B
• [14:00] How should B2B marketers think about TV?
• [19:00] The state of marketing effectiveness in the US
• [25:30] What’s next for Peter?

 






To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
The B2B Institute Article: https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/95-5-rule

 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob are going back in time... sort of. They’re covering nostalgia, what it is, and why it’s become a common and highly effective tool in advertising.

Topics covered:   

• [00:45] “An Involvement Explanation for Nostalgia Advertising Effects”
• [01:00] How some people are extra susceptible to nostalgia
• [02:00] What is nostalgia?
• [03:30] Three types of nostalgia
• [07:00] Why is nostalgia so effective in advertising?
• [10:00] The connections between nostalgia, likeability, and memorability 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Muehling, Darrel & Pascal, Vincent. (2012). An Involvement Explanation for Nostalgia Advertising Effects. Journal of Promotion Management. 18. 100-118. 10.1080/10496491.2012.646222.  
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

How much has marketing really changed in the last decade? It might not be as much as you think.

This week, Elena and Rob are covering what’s next in marketing, from how younger generations are making new demands of businesses to why it's so hard to keep up with the latest AI developments. But they’re also talking about what doesn’t change. And how marketing for the future is sometimes about focusing on fundamentals. 

Topics covered:   

• [01:15] Some marketing fundamentals never change
• [04:00] How AI is transforming advertising and creative
• [08:00] How to keep up with AI’s evolution
• [09:00] Gen Z’s impact on marketing trends
• [14:00] Why AR/VR is overhyped for marketers right now
• [17:00] How top-performing ad formats are moving to short-form video
• [20:00] Would you rather travel to the future or the past? 

 






To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2023 Wizard of Ads Article: https://wizardofads.org/the-fundamentals-that-remain/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore why some brand names are better than others. Like how the rhythmic and repetitive sounds of names like Coca-Cola, Kit Kat, and Lululemon can sway our feelings and decisions to buy.

Topics covered:   

• [00:54] “The Sound of Brands”
• [02:23] How to choose the right brand name
• [04:48] Ice cream and... cat litter?
• [05:56] How suppressed emotions affect brand name reactions 
• [06:35] How much rhyme is too much?
• [07:00] Positive effect and sound repetition make a difference

To learn more, visit marketingarchitects.com/podcast 


 

Resources: 
Argo, Jennifer & Popa, Monica & Smith, Malcolm. (2010). The Sound of Brands. Journal of Marketing - J MARKETING. 74. 97-109. 10.1509/jmkg.74.4.97.   
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Can marketers tap into psychology to improve the effectiveness of their work? Well, there’s a reason why Dr. Robert Cialdini’s psychology book Influence is a marketing and sales bestseller.

Whether you realize it or not, psychological principles are applied in marketing all the time. This week, Elena, Angela, and Rob are reviewing the six psychological lessons found in Dr. Cialdini’s classic book. They cover how marketers can use these principles for good (not evil) and how they show up in everything from customer reviews to subscription models.

Topics covered:   

• [01:30] The history of Influence at Marketing Architects
• [03:30] Why we feel obligated to return favors
• [06:00] How consistency shows up in subscription models
• [10:00] The power of social proof
• [12:30] Everyone is more influenced by people they like
• [16:30] How authority affects buying decisions
• [18:45] Why scarcity increases desirability 

 





To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2016 Forbes Article: https://www.forbes.com/sites/ajagrawal/2016/06/02/why-every-marketer-should-read-influence-the-psychology-of-persuasion/?sh=4c73d5b56d0c 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

Once upon a time, Elena and Rob decided to explore the meaning of “brand love” and the use of powerful storytelling. They discovered that brands with a strong story create meaningful connections and fuel brand loyalty. 

Topics covered:   

• [00:46] “The Role of Storytelling in the Creation of Brand Love”
• [01:14] Examples of storytelling
• [03:42] Does storytelling lead to brand love?
• [04:15] What is brand love?
• [05:43] Storytelling in advertising
• [07:00] Emotional connection adds value 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Dias P, Cavalheiro R. The role of storytelling in the creation of brand love: the PANDORA case. J Brand Manag. 2022;29(1):58–71. doi: 10.1057/s41262-021-00254-6. Epub 2021 Oct 6. PMCID: PMC8494506. 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

63% of TV advertisers doubt their ability to accurately measure TV’s impact. And it’s not just TV. Top-of-funnel marketing channels are notoriously hard to evaluate.

But accurate attribution isn’t impossible. This week, Elena and Angela are joined by Director of Analytics Jordan Rossler to break down the report “Everything Wrong with TV Measurement.” They’re covering attribution best practices for brand marketing channels, including the importance of using multiple attribution models to determine success and looking at results with a healthy dose of skepticism. 
 
Topics covered:   

• [01:25] Introducing a new TV attribution report
• [07:30] The Micro, Macro, Business framework
• [10:00] How test structure impacts measurability
• [13:30] All models are wrong, some are useful
• [15:00] How using multiple models can catch data issues
• [16:00] What models are best for measuring TV?
• [19:00] Asking questions with a “challenge everything” mindset 

 




 
To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2024 Marketing Architects Report: https://www.marketingarchitects.com/blog/everything-wrong-with-tv-measurement
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how advertising can impact stock prices and boost investor confidence. Research shows successful campaigns often lead to higher stock values by showcasing a company's market presence and consumer demand.

Topics covered:   

• [00:50] “The Impact of Advertising on a Company’s Stock Price”
• [02:10] Stock price is a good metric for judging company success
• [03:20] Advertising decisions for customers vs investors
• [04:50] Do investors recognize the future impact of marketing actions?
• [08:10] Stock price movement benefits and drawbacks
• [09:30] Afterthoughts on the study and TV Advertising 

To learn more, visit marketingarchitects.com/podcast 

Resources: 
Srinivasan, Shuba and Hanssens, Dominique M, The Impact of Advertising on a Company’s Stock Price (September 8, 2023). Available at SSRN: https://ssrn.com/abstract=4694164 or http://dx.doi.org/10.2139/ssrn.4694164 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Ready to talk politics? Well, political advertising anyway. 

This week, Elena, Angela, and Rob are exploring how marketers should think about the impact of political ad spend in 2024. (There’s no actual politics allowed). This year, US political ad spend is expected to surpass $12 billion, setting a new record... That’s triple what was spent on the 2016 election, and it’s already affecting media availability. 

Topics covered:   

• [01:00] The state of US political spend in 2024
• [02:00] How will political spend affect the media market?
• [04:00] Buying national vs local media
• [05:45] The history of political advertising
• [09:30] Using focus groups vs online testing for political ads
• [13:30] Why TV is a top choice for political ads 

 




To learn more, visit marketingarchitects.com/podcast 


Resources: 
2024 Berkely News Article: https://news.berkeley.edu/2024/02/15/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising
2024 eMarketer Report: https://www.emarketer.com/content/us-political-ad-spending-forecast-2024


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use. 

In this episode, Elena and Rob explore the reasons behind TV advertising's ongoing success—despite all the buzz around digital. Learn more about Peter Field's insights into why TV ads remain a critical part of successful marketing strategies.

Topics covered:  

• [00:55] “Why TV is at the Heart of Effectiveness... and What it Will Take to Keep it There”
• [02:15] Is TV dead?
• [04:45] TV’s delivers slow decay attention
• [07:50] TV’s emotional clout
• [09:25] TV is a trusted media source
• [10:20] Marketing is like a garden 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
https://www.thinkbox.tv/research/nickable-charts/effectiveness-and-planning/tv-at-the-heart-of-effectiveness-by-peter-field#  
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Does mass reach marketing still have value in a world where digital advertising lets brands target their bullseye customer alone?

This week, Elena, Angela, and Rob are discussing the importance of broad reach for business growth, driving long-term demand, and truly effective marketing. Inspired by P&G’s Mark Pritchard’s recent comments on what efficient and effective marketing looks like, they’re talking about everything from the origins of mass reach marketing to reach strategies on digital vs traditional channels.

Topics covered:  

• [01:00] P&G’s Mark Pritchard on reach and growing your market
• [05:30] The origin of broad reach marketing
• [09:00] Why marketing channels have different superpowers
• [11:30] Why engaging decision influencers matters
• [17:00] High reach only works when it’s efficient and high-quality
• [21:00] Creative best practices for high reach campaigns 

 




To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2024 Performance Marketing World Article: https://www.prweek.com/article/1867218/p-gs-marc-pritchard-the-currency-matters-sales-dollars
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss the relationship between marketers' intuition and data-driven decisions in ad effectiveness. Listen in as they discover whether instincts or analytics offer the best path to advertising success. 

Topics covered:   

• [00:40] “Marketers' Intuitions About the Sales Effectiveness of Advertisements”
• [01:00] Predicting effective ads is no better than random chance
• [04:25] Intuition versus analytics
• [05:45] The horse racing metaphor
• [06:25] Pushback for CMOs
• [07:40] The importance of pretesting 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Nicole Hartnett, Rachel Kennedy, Byron Sharp and Luke Greenacre (2016), "Marketers' Intuitions about the Sales Effectiveness of Advertisements", Journal of Marketing Behavior: Vol. 2: No. 2–3, pp 177-194. http://dx.doi.org/10.1561/107.00000034 
 

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Did you know marketers will spend more than $650 billion on online ads this year? Or that a surprisingly massive chunk of this spending will be completely wasted?

This week, Elena, Angela, and Rob discuss Bob Hoffman’s recent book, Inside the Black Box, which highlights one of the dark sides of online advertising—ad fraud. As marketers, we all know ad fraud is a problem. But it might be even worse than we thought. Shockingly, WFA says that by 2025, ad fraud may be the second largest source of criminal income on the planet.

Topics covered:   

• [00:45] Introducing Inside the Black Box
• [02:30] Why programmatic media buying is subject to fraud
• [07:30] What’s wrong with MFA sites
• [12:30] Types of ad fraud
• [16:30] Ad viewability across ad formats
• [19:00] How to prevent and reduce wasted ad spend 

 
 




To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Inside the Black Box by Bob Hoffman, 2024: https://typeagroup.createsend.com/campaigns/reports/viewCampaign.aspx?d=d&c=FC142680CDB9311A&ID=C0C74A04140F82EE2540EF23F30FEDED&temp=False&tx=0&source=Report
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob revisit the traditional divide between brand and performance marketing. Then, they explore how advertising effectiveness is now being redefined through three dimensions: scale, efficiency, and time. 

Topics covered:   

• [01:20] “Profit Ability 2”
• [02:20] How much has advertising effectiveness changed?
• [05:10] Brand versus performance
• [07:50] How big of an effect do your ads have?
• [08:40] Budget for impact without waste
• [10:15] Short- and long-term payback 

To learn more, visit marketingarchitects.com/podcast 


Resources: 

• https://www.thinkbox.tv/news-and-opinion/events/the-new-business-case-for-advertising
• https://assets.ctfassets.net/ptzdhtf6t0jg/1QnN6BTbV16BXEPQojyQEc/57b12e6b4a65150f3fac6bd8c2b7a3df/The_new_business_case_for_advertising_event_slides.pdf
• https://www.warc.com/content/article/Event-Reports/Beyond_brand_vs_performance_The_three_dimensions_of_effectiveness/155612 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Brace yourselves. This week, we’re covering a highly debated marketing topic: targeting strategy. 

Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland to talk about misconceptions around narrow vs broad targeting, problems with hypertargeting, and how CTV targeting is changing the game for TV advertisers. Plus, hear about a new targeting method Dan created with the help of machine learning, called Smart Targeting. 

Topics covered:   

• [01:30] Mark Ritson vs Byron Sharp on targeting
• [02:30] The cost of broad targeting
• [08:00] Brand vs performance marketing
• [12:00] Types of targeting for connected TV
• [15:45] Targeting on CTV vs digital advertising
• [17:30] Fees behind third-party targeting
• [19:30] How machine learning can help solve targeting 

 





To learn more, visit marketingarchitects.com/podcast 
 
Resources: 
2023 MarketingWeek Article: https://www.marketingweek.com/ritson-sgementation-pointless/
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore what drives us to click and share online content. Is virality just luck, or is it strategic? Discover how emotions and planning play a part.

Topics covered:   

• [00:50] “What Makes Online Content Viral”
• [01:25] What makes something go viral?
• [02:50] Content drives social transmission and virality
• [05:10] High versus low arousal emotions
• [06:05] Why positivity is contagious.
• [09:05] Emotion and content sharing 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Berger, Jonah & Milkman, Katherine. (2009). What Makes Online Content Viral? Journal of Marketing Research. 49. 10.2139/ssrn.1528077. 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Advertising is on its way out. Or so marketing professor Scott Galloway suggested in his recent interview on the Uncensored CMO podcast. 

We (naturally) found this concerning. So this week, Elena, Angela, and Rob are taking a good, hard look at whether advertising really impacts business growth. They review how much the biggest and most innovative brands in the world really spend on advertising, how advertising connects brands with customers, and why brand storytelling matters. 

Topics covered:   

• [01:00] Galloway’s interview with Jon Evans on Uncensored CMO
• [06:30] Is advertising as powerful as it used to be?
• [08:30] What happens when you turn off ads?
• [13:00] Why even great products need to advertise to stand out
• [17:00] How Apple has used advertising to grow
• [21:30] The team’s favorite ad campaigns 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Uncensored CMO Podcast: https://podcasts.apple.com/gb/podcast/scott-galloway-on-the-end-of-the-brand-era/id1486335987?i=1000654133403

James Hurman LinkedIn Post: https://www.linkedin.com/feed/update/urn:li:activity:7191932287385587712/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob take a closer look at the impact celebrities have on consumer buying decisions. Plus, they dig into the psychological and biological reasons as to why celebrity endorsements can be so effective.

Topics covered:   

• [00:55] “How Celebrity Status Engaged Direction in Ads Drive Visual Attention to Shape Consumer Decisions” 
• [01:25] Examples of celebrity endorsed products 
• [03:00] Why do celebrity endorsements work? 
• [04:10] Effectiveness is rooted in biology 
• [05:20] Gaze cueing and Gen Z  

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
D'Ambrogio, Simone & Werksman, Noah & Platt, Michael & Johnson, Elizabeth. (2022). How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions. Psychology & Marketing. 40. 10.1002/mar.21772. 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Connected TV is one of the most popular new marketing channels of 2024. According to eMarketer, CTV ad revenue will reach $28 billion this year. But it’s also one of the most complex and confusing channels. 

This episode is dedicated to fixing that. Elena, Angela, and Rob are joined by Director of Advanced TV Marrika Zapiler to break down how CTV works and why it’s attracting so much attention right now. Plus learn how to work around the channel’s complexities to drive performance with CTV campaigns, even as the media landscape continues to change.

Topics covered:   

• [01:00] Connected TV viewership and ad revenue
• [03:00] How do marketers feel about CTV?
• [06:00] The history of streaming and CTV
• [12:30] How is CTV ad inventory purchased?
• [19:00] How much does CTV advertising cost?
• [22:00] Targeting options on CTV as the cookie declines
• [28:30] The importance of testing new channels 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2023 Nielsen Report: https://www.nielsen.com/insights/2023/data-driven-personalization-2023-state-of-play-report/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob learn about the value of using irrelevant attributes to set your brand apart from competitors. They explore why even meaningless differentiation can positively impact consumer preference and make your brand memorable.  

Topics covered:   

• [01:05] “Meaningful Brands from Meaningless Differentiation: The Dependence of Irrelevant Attributes.”
• [01:35] The importance of differentiation in marketing
• [04:15] Consumers value irrelevant attributes
• [07:10] Advertising’s impact in differentiation
• [08:40] Differentiation vs. Distinctive branding 

 




To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. Carpenter, Gregory S; Glazer, Rashi; Nakamoto, KentJMR, Journal of Marketing Research; Aug 1994; 31, 3; ABI/INFORM Globalpg. 339 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Did you know AI influencers drive more engagement than real humans do? Or that consumers buy less, not more, from your brand the longer they’re a customer? Or why you always buy the large popcorn at the movie theater, even though you’d be happy with a smaller size?

This episode, Elena, Angela, and Rob are sharing some of their favorite (and most surprising) research on marketing principles and consumer behavior. Plus, they dig into how marketers should apply these learnings to their own strategies and campaigns. Prepare to have your mind blown!

Topics covered:

• [01:00] The Law of Buyer Moderation
• [02:30] Why brand loyalty is hard to maintain
• [06:00] How the decoy effect changes how we think about options
• [10:00] AI vs human influencers
• [13:00] Share of voice’s correlation to share of market
• [16:45] What is the mere exposure effect?
• [20:15] How LLMs are changing market research 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2010 How Brands Grow Book: https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195573560

2023 MarketingWeek Article: https://www.marketingweek.com/marketing-experts-effective-share-of-voice/

2023 Marketing Science Study: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4241291

The Decision Lab Article: https://thedecisionlab.com/biases/mere-exposure-effect 

The Decision Lab Article: https://thedecisionlab.com/biases/decoy-effect

 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how psychological targeting enhances digital marketing performance. Together, they explain how matching ads to audience traits can offer a more personalized—and effective—approach.

Topics covered:   

• [00:45] “Psychological Targeting as an Effective Approach to Digital Mass Persuasion”
• [01:25] How effective is psychological targeting?
• [02:55] Targeting social media activity
• [06:00] Create ads based on personality
• [07:10] Social media vs. behavioral targeting
• [09:00] Sending ads by tracing breadcrumbs 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Matz, Sandra & Kosinski, M. & Nave, Gideon & Stillwell, David. (2017). Psychological targeting as an effective approach to digital mass persuasion. Proceedings of the National Academy of Sciences. 114. 201710966. 10.1073/pnas.1710966114. 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Why has America fallen behind the world in marketing effectiveness knowledge? And what can we do to catch up?

This episode, Elena, Angela, and Rob are joined by professor, consultant, and columnist Dr. Mark Ritson. Based on his experience as both a marketing academic and practitioner, Mark shares his thoughts on the state of marketing effectiveness in the US, what we can learn from the history of marketing, and the importance of balancing research with active testing to discover marketing strategies that really work. 

Topics covered:   

• [04:30] What is marketing effectiveness?
• [07:30] Why Mark created the Mini MBA
• [15:00] How AI will change the future of advertising
• [17:15] Why marketers undervalue TV advertising
• [21:00] The differences between effectiveness and marketing science
• [29:30] Marketing fundamentals don’t change 

 




To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2023 MarketingWeek Article: https://www.marketingweek.com/effectiveness-ignorance-american-marketing/
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss how loyalty programs boost spending, especially among light and moderate buyers, when tailored rewards are offered. They learn that customizing incentives based on purchasing habits can enhance a program’s effectiveness.

Topics covered:   

• [00:50] “The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty”
• [02:30] Loyalty program’s influence on buying patterns
• [03:15] The difference between light, medium and heavy buyers
• [04:50] Immediate rewards… for light buyers?
• [07:15] Loyalty programs resemble a botanical garden 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Liu-Thompkins, Yuping. (2007). The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty. Journal of Marketing - J MARKETING. 71. 19-35. 10.1509/jmkg.71.4.19. 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Every marketer dreams of crafting unforgettable, creative campaigns. But what does creativity really look like? How can you consistently achieve it? And why do so many campaigns fall short of the mark?

This week, we’re tackling these questions head-on. Elena, Angela, and Rob are joined by VP of Creative Vivienne Wan to uncover the secrets of creativity in advertising and how you can harness this power to create effective campaigns.

Topics covered:   

• [0:53] Importance of creativity in marketing
• [5:46] Defining creative marketing
• [9:41] Steps for developing creative ideas
• [12:26] Overcoming creative limitations
• [17:05] How emotional marketing drives action
• [21:48] Successful creative campaign example  

 






To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Neuromarketing Blog: https://www.neurosciencemarketing.com/blog/articles/emotional-ads-work-best.htm
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

How much should your competition influence your marketing strategy? When should you focus on them? And when does it make more sense to ignore them? 
 
In this episode, Elena, Angela, and Rob discuss competition in marketing. Together, they review strategies for brands navigating competitive pressure and share real-world examples of how some companies have positioned themselves against their rivals. Plus, learn why standing out is sometimes easiest when you don’t obsess over your rivals for consumer dollars. 

Topics covered:   

• [1:11] Marketing laws: double jeopardy and duplication of purchase
• [2:14] Risks of over-focusing on competitors
• [5:20] Creating and dominating new categories
• [8:03] Rob's history lesson on category entry points
• [14:04] Potential pitfalls of rebranding
• [17:54] Using different channels as a competitive advantage 

 
 




To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2018 Building Distinctive Brand Assets Book: https://www.amazon.com/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/ 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss research showing that starting customer surveys with open-ended positive questions can boost spending and loyalty by reinforcing positive memories and attitudes, making it a simple yet powerful strategy for increasing sales.

Topics covered:   

• [00:45] “Mere Measurement “Plus”: How Solicitation of Open-Ended Positive Feedback Influences Customer Purchase Behavior”
• [02:13] Asking for feedback brings more sales
• [04:45] Customer commitment and consistency
• [05:25] Positive experience reconstruct memories
• [07:40] Turning causal tasters into food lovers 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Mere Measurement “Plus”: How Solicitation of Open-Ended Positive Feedback Influences Customer Purchase Behavior by Sterling A. Bone, Katherine N. Lemon, Clay M. Voorhees, Katie A. Liljenquist, Paul W. Fombelle, Kristen Bell Detienne, and R. Bruce Money is Journal of Marketing Research, 54(February), 156-170, 2017. The DOI for the article is 10.1509/jmr.14.0232. 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Artificial intelligence is taking over the world of market research with its ability to accurately predict human responses. But how can you best use AI to help make informed decisions about your business?

This episode, Elena, Angela, and Rob dive into the world of AI-driven market research, exploring the latest advancements in and practical applications of large language models (LLMs) for better understanding your audience.

Topics covered:   

• [0:47] Exploring AI and market research with LLMs
• [1:03] Study on language models simulating human responses
• [4:45] Synthetic audiences vs. traditional methods
• [11:00] Practical uses of LLMs in marketing
• [14:47] Launching ScriptSooth for pretesting TV commercials
• [20:23] History of pretesting and transition to synthetic audiences
• [22:01] Potential futures of AI 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2023 Cornell University Study: https://doi.org/10.48550/ARXIV.2209.06899
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob dive into the new world of Large Language Models (LLMs), revealing how AI models are shaking up market research with impressive accuracy. They also stress the need to blend this cutting-edge tech with traditional methods for better insights and data.

Topics covered:   

• [01:00] “Determining the Validity of Large Language Models for Automated Perceptual Analysis”
• [01:20] Using LLMs in market research
• [02:20] Battling skepticism with proof
• [04:25] LLMs can visualize brand similarities
• [06:15] Why there is pushback for adopting LLMs
• [07:50] Combining LLMs with human insight 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Li, Peiyao and Castelo, Noah and Katona, Zsolt and Sarvary, Miklos, Determining the Validity of Large Language Models for Automated Perceptual Analysis (December 6, 2023). Available at SSRN: https://ssrn.com/abstract=4241291 or http://dx.doi.org/10.2139/ssrn.4241291 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Removing TV from a marketing campaign can reduce its impact by 39%. That’s a massive drop—and evidence of the impact including TV in your marketing mix has.

This week, Elena, Angela, and Rob discuss the most effective marketing channel combinations. They explore how TV boosts other channels' performance, the creative challenges inherent to multi-channel campaigns, and the complexities of buying and measuring across channels. Plus, hear their takes on which two channels they'd choose for a D2C brand campaign (if TV wasn't an option).

Topics covered:   

• [01:00] Kantar study on TV's impact on campaigns
• [03:30] ThinkBox research on channel combinations
• [07:00] Creative challenges of multi-channel campaigns
• [11:00] Media buying across channels
• [13:00] Measuring multi-channel marketing strategies
• [20:00] AI's role in cross-channel marketing
• [24:00] Top channels for D2C brands 

 




To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2023 Kantar Report: https://www.bandt.com.au/kantar-study-finds-removing-tv-could-reduce-a-campaigns-impact-by-39/

2022 Thinkbox TV Article: https://www.thinkbox.tv/research/thinkbox-research/demand-generation#key-findings
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss how marketers can leverage framing and decoy effects to sway consumer choices and boost confidence in their decisions.

Topics covered:   

• [00:40] “Changing Decisions: The Interaction Between Framing and Decoy Effects”
• [01:30] Background on cognitive biases
• [02:25] Framing vs. decoy effect
• [03:10] Congruent vs. incongruent decoys
• [05:55] How do positive and negative scenarios affect decisions? 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Di Crosta, Adolfo, Anna Marin, Rocco Palumbo, Irene Ceccato, Pasquale La Malva, Matteo Gatti, Giulia Prete, Riccardo Palumbo, Nicola Mammarella, and Alberto Di Domenico. 2023. "Changing Decisions: The Interaction between Framing and Decoy Effects" Behavioral Sciences 13, no. 9: 755. https://doi.org/10.3390/bs13090755 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

NBC Universal paid nearly $8 billion for Olympic broadcast rights through 2032. But is sports marketing really worth the cost?

This week, Elena, Angela, and Rob dive into the world of sports marketing as the Summer Olympics kick off. They explore the surprising scale of sports advertising, the evolution of athlete endorsements, and whether Olympic sponsorships are worth the premium price tag. Plus, hear why many brands could get more for their dollars by looking beyond major sporting events.

Topics covered:   

• [01:00] Looking to the 2024 Paris Olympics
• [02:14] Scale of global sports marketing spend
• [06:00] History of athlete endorsements
• [09:00] Notable brand deals for the 2024 Olympics
• [12:00] Pros and cons of micro-influencer athletes
• [13:00] Contrarian view on sports marketing ROI
• [18:30] Alternatives to major sports sponsorships 

 




To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2024 Ad Age Article: https://adage.com/article/marketing-news-strategy/2024-summer-olympics-advertisers-sponsors-and-media-plans-paris-games/2566426
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss why first-party data is more reliable and cost-effective than third-party data. They learn that investing in first-party data is essential for accuracy and avoids high costs associated with third party data. 

Topics covered:   

• [00:50] “Is First or Third-Party Audience Data More Effective for Reaching the ‘Right’ Customers?”
• [01:40] How much can Google ads predict your interests?
• [04:25] Comparing performance data with deterministic and probabilistic segments
• [06:35] The resistance of using contextual targeting
• [08:25] Finding the right dancing partner 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Neumann, Nico and Tucker, Catherine E. and Subramanyam, Kumar and Marshall, John, Is First- or Third-Party Audience Data More Effective For Reaching The `Right' Customers? The Case of IT Decision-Makers (May 19, 2023). Forthcoming - Quantitative Marketing and Economics, Available at SSRN: https://ssrn.com/abstract=4083057 or http://dx.doi.org/10.2139/ssrn.4083057 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss how sponsoring sports events can boost brand perception and sales. They explore the importance of engaging participants in experiential marketing.

Topics covered:   

• [00:40] “An Empirical Exploration of Sports Sponsorship”
• [01:40] Sponsoring at sports games
• [02:35] The value of sponsoring smaller sports events
• [03:40] The three areas of a runner’s perception
• [05:05] Examples of good experimental marketing
• [07:35] Make them excited about the experience! 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Frontiers. (2021). An empirical exploration of sports sponsorship: Activation of experiential marketing, sponsorship satisfaction, brand equity, and purchase intention. *Frontiers in Psychology*. https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2021.677137/full
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss how dynamic content in video ads captures and holds attention, emphasizing that movement and change are crucial for making ads more engaging and memorable.

Topics covered:   

• [00:45] “Influence of Dynamic Content on Visual Attention During Video Advertisements”
• [01:45] Elements that capture attention
• [03:55] Traditional methods vs Dynamic Attention Theory
• [05:10] Is attention influenced by our environment?
• [06:45] The benefits of eye tracking studies
• [11:25] What type of fireworks grab your attention? 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Wooley, B., Bellman, S., Hartnett, N., Rask, A., & Varan, D. (2022). Influence of dynamic content on visual attention during video advertisements. *European Journal of Marketing*. https://doi.org/10.1108/EJM-07-2022-0309-0566 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Brands spend billions every year to run TV ads during the most popular programs. But are these expensive timeslots worth it? 

This week, Elena, Angela, Rob, and special guest VP Media Ron Blevins explore common misconceptions about media quality. Learn why low-cost inventory doesn't always mean low quality, how to evaluate media beyond traditional metrics, and where brands can find opportunities to gain a competitive advantage. 

Topics covered:   

• [01:00] Defining media quality
• [05:00] Ron's background and perspective shift at Marketing Architects
• [09:04] Misconceptions about opportunistic media buying
• [12:33] Where brands go wrong when evaluating media quality
• [15:15] Metrics for evaluating true media quality and performance
• [18:00] The future of measuring media quality
• [21:30] What else is undervalued? 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 


Resources: 
2024 WARC Article: https://www.warc.com/newsandopinion/opinion/how-a-better-understanding-of-media-quality-can-help-unstick-culture/en-gb/6585 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Up to 50% of business value comes from brand. Plus, strong brands tend to outperform the stock market, justify higher prices, and drive customer loyalty. So why is brand building often seen as nothing more than an extra cost? 


In this episode, Elena, Angela, and Rob dig into the real value of brand. They explore how to measure brand's impact, creative best practices for building brand, and which channels are most effective for brand building. Plus, hosts test their knowledge with a quick quiz on the world's most valuable brands. 


Topics covered:
 
[01:00] Kantar research on brand's impact on business value 
[02:00] Brand Finance's Global 500 report highlights  
[08:30] Brief history of branding from ancient Egypt to today 
[12:00] How brand improves pricing power and reduces marketing costs 
[15:45] Brand's impact on perceived product quality 
[18:00] Creative best practices for building differentiated brands 
[19:25] Why TV and audio are so powerful for brand building 
[22:10] Methods for measuring brand value and impact 
 




To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 


Resources: 
Kantar Brand Valuation Article: https://www.kantar.com/inspiration/brands/brand-valuation-from-marketing-metric-to-boardroom-essential 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Patagonia. Dove. Ben & Jerry’s. These are just some of the brands that have leaned into purpose-led messaging over the last decade. But could brand purpose be just another marketing trend that misses the mark? 



In this episode, Elena, Angela, and Rob discuss the rise of brand purpose and its effectiveness as a marketing strategy. They explore the history of corporate social responsibility, debate whether purpose-driven campaigns really drive results, and share examples of brands that get it right (and wrong). Plus, test your knowledge of famous brand purpose statements in a fun guessing game. 



Topics covered:
 
[01:00] Nick Asbury's critique of brand purpose
[04:00] How Dove’s famous campaign misinterpreted data
[07:46] The history of corporate social responsibility and brand purpose
[10:00] Why brand purpose should align with business goals
[14:00] Measuring the success of purpose-driven campaigns 
[17:30] Do consumers care about brand purpose? 
[19:30] The role of purpose in employee engagement 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 



Resources: 
2024 MarketingWeek Article: https://www.marketingweek.com/good-intentions-lead-to-bad-marketing-why-purpose-is-missing-the-mark/ 


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob reveal how influencer marketing’s success hinges on aligning the right influencer with the right product for the right audience.

Topics covered:   

• [01:05] “Understanding Influencer Marketing: The Role of Congruence Between Influencers, Products and Consumers”
• [01:21] Examples of good and bad promotion
• [04:35] Influencers in the 18th century
• [05:38] What makes an influencer campaign successful?
• [08:30] The difference between an influencer and a celebrity 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. *Journal of Business Research, 132*, 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067.  
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Brand extensions gain an average of 8.3% more market share and have 8.7% lower advertising costs compared to new brands entering a category. But they also come with risks. 

This week, Elena, Angela, and Rob explore the world of brand extensions. They discuss research on what makes extensions succeed or fail, share examples of extensions gone right (and very wrong), and debate whether Dyson's new headphones are genius or folly. Plus, learn why Lego might be the greatest brand extension success story of all time. 

Topics covered: 

• [01:00] Dyson's extension into headphones
• [04:00] Research on brand extension success factors
• [09:00] Uber's expansion into food delivery
• [15:45] BIC's failed disposable underwear line
• [19:30] Lego's empire of successful extensions
• [23:00] Harley-Davidson's ill-fated perfume launch
• [26:30] Dove's expansion from women's to men's products
• [27:30] Evian's bizarre water bra product 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 




Resources:
International Business & Economics Research Journal Article: https://www.researchgate.net/publication/265222329_Brand_Extensions_A_Qualitative_Meta-Analysis_Of_20_Years_Of_Marketing_Research/fulltext/5485c1130cf2ef344787c30c/Brand-Extensions-A-Qualitative-Meta-Analysis-Of-20-Years-Of-Marketing-Research.pdf
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore recent data on CMO tenure, revealing that the role may be more stable than commonly perceived. They discuss surprising statistics about tenure length, differences between B2B and B2C brands, and career progression for CMOs.

Topics covered: 

• [00:55] "The CMO Tenure Study 2024: An Expanded View of CMO Tenure and Background"
• [02:00] Average CMO tenure at Fortune 500 companies
• [03:20] The differences between B2B and B2C brand CMOs
• [04:55] Expanded responsibilities of modern CMOs
• [05:35] Career progression for CMOs after leaving roles
• [06:45] Diversity statistics for CMO positions 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Spencer Stuart. (2024). *CMO Tenure Study 2024: An Expanded View of CMO Tenure and Background*. Retrieved from https://www.spencerstuart.com/research-and-insight/cmo-tenure-study-2024-an-expanded-view-of-cmo-tenure-and-background  
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 
 

95% of iOS users opt out of ad tracking. A judge ruled Google acted illegally to maintain its search monopoly. And the company backtracked on plans to eliminate third-party cookies... A lot is happening in the world of search.

This week, Elena, Angela, and Rob explore the changing landscape of search marketing. They discuss Google's evolving role, the effectiveness of targeting strategies, and how AI chatbots are reshaping search behavior. Learn how to prepare your brand for a future where consumers increasingly bypass traditional search engines in this week’s episode.

Topics covered: 

• [0:47] Google's decision on third-party cookies
• [4:45] Targeting effectiveness: first-party data vs third-party cookies
• [11:00] Impact of the recent antitrust ruling against Google
• [14:47] The state of paid search advertising
• [20:23] How AI chatbots are changing search behavior
• [22:01] Strategies to prepare for the future of search 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 


Resources: 
2023 New York Times Article: https://www.nytimes.com/2023/09/12/technology/google-antitrust-ruling.html


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.