Contacts
Info
Introducing a research-first podcast that builds revenue, not condos. Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way,...
show more
Introducing a research-first podcast that builds revenue, not condos.
Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.
Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.
show less
Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.
Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.
31 OCT 2024 · 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 Halloween special, Elena and Rob explore the impact of fear-based messaging in advertising and public health campaigns. They discuss when fear appeals are most effective and how to strike the right balance.
Topics covered:Â Â Â
- [01:00] "Appealing to Fear: A Meta-Analysis of Fear Appeal Effectiveness and Theories"
- [02:35] Real-world examples of fear-based advertising
- [05:10] Short-term activation vs. long-term branding with fear appeals
- [08:40] The importance of efficacy statements in fear-based messages
- [09:50] Linear vs. curvilinear models of fear appeal effectiveness
- [10:30] How audience characteristics impact fear appeal successÂ
Â
To learn more, visit https://www.marketingarchitects.com/Podcast or sign up for our newsletter at marketingarchitects.com/Newsletter.
Â
Resources:Â
Tannenbaum, M. B., Hepler, J., Zimmerman, R. S., Saul, L., Jacobs, S., Wilson, K., & Albarracin, D. (2015). Appealing to fear: A meta-analysis of fear appeal effectiveness and theories. *Psychological Bulletin*, 141(6), 1178–1204. https://doi.org/10.1037/a0039729 Â
Â
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.Â
29 OCT 2024 · Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers.
This week, Elena, Angela, and Rob are joined by Peter to discuss the state of marketing effectiveness. Peter shares his thoughts on targeting misconceptions, the power of TV advertising, and why marketers need to focus on long-term brand building. Plus, learn why "waste" in advertising can actually be a good thing.
Topics covered:Â Â
- [01:00] Peter's journey from agency life to independent researcherÂ
- [04:00] The importance of balancing short-term and long-term marketing strategiesÂ
- [09:30] Why TV remains one of the most effective advertising channelsÂ
- [15:45] Common misconceptions about the 60/40 rule for brand building vs. activationÂ
- [22:30] The dangers of over-relying on performance marketing and digital metricsÂ
- [29:00] How to think about marketing effectiveness research and dataÂ
- [35:30] Why broad targeting is often more effective than narrow targetingÂ
- [40:45] The role of brand building in maintaining pricing power during inflationÂ
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.Â
Â
Resources:Â Â
https://www.marketingweek.com/peter-field-tv-underpriced/
https://www.amazon.com/Long-Short-Balancing-Long-Term-Strategies/dp/085294134X
Â
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.Â
24 OCT 2024 · 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 investments in brand value directly and indirectly boost profitability and market value. Using Amazon as a case study, they discuss the importance of balanced marketing investments even in the face of economic uncertainty.
Topics covered:Â Â Â
- [02:00] Amazon's advertising strategy across channels
- [03:55] The brand value chain and its impact
- [05:10] How brand investments affect financial stability
- [06:05] Current economic sentiment and marketing spend
- [07:40] Long-term benefits of advertising during downturns
- [08:40] Stock price volatility and advertising correlationÂ
Â
To learn more, visit https://www.marketingarchitects.com/PodcastÂ
Â
Resources:Â
Elsayed, R. A. A. (2023). The effect of investment in the brand value chain on profitability and market value of the firm: lesson of success taken from Amazon. Future Business Journal, 9(19). https://doi.org/10.1186/s43093-023-00196-2Â
Â
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.Â
22 OCT 2024 · 90% of CEOs believe they understand marketing's benefits, but only 50% of CMOs agree. This misalignment can significantly impact a brand's growth potential.
This week, Elena, Angela, and Rob dive into the complexities of the CEO and CMO relationship. They explore common challenges, signs of disconnect, and strategies for building a partnership that drives business results. Plus, test your knowledge of famous marketing decisions in our CEO vs. CMO quiz.
Topics covered:Â
- [02:00] McKinsey research on CEO/CMO alignment and growth
- [04:00] How marketing impacts more than just leads and traffic
- [06:00] Signs of CEO/CMO disconnect
- [09:00] The impact of new C-suite titles on marketing roles
- [13:00] Strategies for improving CEO/CMO alignment
- [18:00] CEO vs. CMO: Whose idea was it?Â
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.Â
Â
Resources:Â
https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/analyzing-the-ceo-cmo-relationship-and-its-effect-on-growth
Â
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.Â
17 OCT 2024 · 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 personality traits influence consumer responses to personalized ads, revealing key insights for marketers crafting targeted campaigns.
Topics covered:Â Â Â
- [01:00] "Personality and Psychological Predictors of Instagram Personalized Ad Avoidance"Â
- [02:20] The Big Five personality traitsÂ
- [04:35] Self-efficacy's impact on ad perceptionÂ
- [05:10] How personality shapes ad avoidanceÂ
- [06:05] Openness and extraversion in ad receptionÂ
- [07:40] Comparing TV ads to personalized digital adsÂ
To learn more, visit https://www.marketingarchitects.com/PodcastÂ
Â
Resources:Â
Amarnath, D. D., & Jaidev, U. P. (2023). Personality and Psychological Predictors of Instagram Personalized Ad Avoidance. *International Journal of E-Business Research, 19*(1). https://doi.org/10.4018/IJEBR.323197 Â
Â
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.Â
15 OCT 2024 · AI is transforming marketing faster than any one person can keep up. But is the technology living up to the hype, or are we entering a "trough of disillusionment"?
This week, Elena and Rob are joined by Chuck Hengel, Executive Chairman of Misfits and Machines, to explore practical AI use cases in marketing today and exciting possibilities for tomorrow. From AI-powered sales coaching to automated brand management, discover how AI is reshaping the marketing landscape and how you can use it to drive results.
Topics covered:
- [01:00] Is AI entering the "trough of disillusionment"?
- [07:00] AI for real-time sales coaching and customer support
- [10:00] Using AI to match brand voice in copywriting
- [12:00] AI for brainstorming and meeting productivity
- [14:00] The future of audio as an AI interface for brands
- [15:45] AI-generated imagery for presentations and ads
- [17:00] AI-powered strategy creation and business insights
- [21:45] AI agents for automating complex marketing tasks
- [24:00] Google's Notebook LM for content summarizationÂ
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.Â
Â
Resources:Â Â
https://www.infoworld.com/article/2514409/ais-moment-of-disillusionment.html
Â
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.Â
10 OCT 2024 · 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 our brains respond to advertisements at a neural level. They discuss the relationship between emotional arousal and ad effectiveness, revealing insights that challenge conventional wisdom about likability and memorability in advertising.
Topics covered:Â Â Â
- [01:00] "Measuring Neural Arousal for Advertisements and its Relationship with Advertising Success"
- [02:00] How good are humans at predicting brain reactions?
- [04:00] EEG measurements and ad ratings methodology
- [05:10] High arousal ads are memorable but not always liked
- [07:00] Balancing attention-grabbing with positive perception
- [08:40] The disconnect between likability and persuasiveness
- [10:00] The power of adrenaline in creating memorable experiencesÂ
Â
To learn more, visit https://www.marketingarchitects.com/PodcastÂ
Â
Resources:Â
Eijlers, E., Boksem, M. A. S., & Smidts, A. (2020). Measuring neural arousal for advertisements and its relationship with advertising success. *Frontiers in Neuroscience*, 14, 736. https://doi.org/10.3389/fnins.2020.00736 Â
Â
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.Â
8 OCT 2024 · Marketing a 135-year-old B2B brand comes with unique challenges. How do you honor rich history while embracing modern trends? And how can marketing shift from a cost center to a revenue driver in a traditional B2B environment?
Chelsea Sumrow, CMO of First American Title and Insurance, joins Elena and Rob to tackle these questions head-on. She shares her strategy for transforming marketing at an established brand, balancing heritage with innovation, and proving marketing's value to the bottom line.
Topics covered:Â
- [05:00] Starting with purpose, not logo redesigns
- [08:00] Building revenue attribution models in B2B
- [11:00] Breaking out of "rinse and repeat" marketing
- [13:00] Empowering teams to be good data storytellers
- [16:00] Connecting upper funnel activity to bottom line results
- [19:00] Using brand perception studies to drive strategy
- [22:00] Why Chelsea loses it over marketing dashboards
- [24:00] The value of moving from specialist to generalist rolesÂ
Â
To learn more, visit https://www.marketingarchitects.com/Podcast or subscribe to our newsletter at https://www.marketingarchitects.com/Newsletter.Â
Â
Resources:Â
https://www.researchgate.net/publication/370741969_EXPRESS_The_Achilles_Heel_of_Established_Brands_The_Effect_of_Brand_Age_on_Consumers'_Brand_Choice
Â
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.Â
3 OCT 2024 · 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 Marketing Architects' new report on TV advertising effectiveness, revealing surprising insights about the current state and future of TV.
Topics covered:Â Â Â
- [00:50] "TV's Future is Much More Than Connected"
- [03:00] When was TV's golden era?
- [05:10] Types of TV people watch today
- [07:45] Growth of live TV viewing
- [09:15] Streaming trends and consumer preferences
- [11:30] How streaming is becoming more like linear TVÂ
Â
To learn more, visit https://www.marketingarchitects.com/Podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Â
Resources:Â
Marketing Architects’ Report: TV’s Future is Much More Than Connected. https://www.marketingarchitects.com/blog/tvs-future-is-much-more-than-connected Â
Â
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.Â
1 OCT 2024 · Brand spending on market research has been steadily declining, with the latest IPA report showing a 2.9% drop. Why are marketers shying away from one of the best ways to better understand their audience?
This week, Elena and Rob talk with Sarah Jordan, CMO of Constant Contact, about the importance of audience research for B2B marketers. Sarah shares insights on marketing to small businesses, measuring marketing's impact on growth, and why she believes the concept of "marketing-generated vs. sales-generated" leads needs to go.
Topics covered:Â
- [01:00] Constant Contact's unique small business audience
- [07:00] Marketing's role as a growth driver at Constant Contact
- [12:30] How Constant Contact measures marketing effectiveness
- [15:45] The importance of market research for understanding customers
- [20:00] Sarah's most contrarian marketing opinion
- [22:00] Making customer-centric marketing decisionsÂ
Â
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.Â
Â
Resources:Â Â
https://www.marketingweek.com/protecting-research-budgets-matters/
Â
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.Â
Introducing a research-first podcast that builds revenue, not condos. Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way,...
show more
Introducing a research-first podcast that builds revenue, not condos.
Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.
Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.
show less
Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.
Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.
Information
| Author | Marketing Architects |
| Organization | Aiyanna |
| Categories | Marketing , Business , Careers |
| Website | www.marketingarchitects.com |
| aklaphake@markarch.com |
Copyright 2024 - Spreaker Inc. an iHeartMedia Company
