Stay ConnectedIntroducing 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.
Copyright: © Marketing Architects
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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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 a brand's customer age profile impacts its success. They discuss why attracting both young and old consumers is crucial for long-term growth and stability.
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90% of buyers choose from their initial shortlist of vendors. How can marketers ensure their brand makes it to that list?
This week, Elena, Angela, and Rob are joined by Jason Ing, CMO of Gusto, to discuss timeless marketing principles that work across B2B and B2C. Jason shares insights from his experience at P&G, Microsoft, Amazon, and now Gusto on building distinctive brands, measuring marketing effectiveness, and creating customer-centric campaigns that drive growth.
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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 research challenging the common belief that focusing on heavy buyers is key to driving sales. They discuss how light buyers and non-buyers often hold the most untapped potential for brand growth.
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Is marketing truly intuitive, or should it be treated more like a science? Are American marketers falling behind their global counterparts? And why do so many marketers misinterpret the data they collect?
This week, Elena, Angela, and Rob are joined by Byron Sharp, professor of marketing science and director of the Ehrenberg-Bass Institute. They explore evidence-based marketing, challenge common misconceptions, and discuss why many marketing practices aren't as effective as we think. Plus, learn why TV advertising remains a powerful tool for building mental availability and why it's a mistake to expect immediate sales results from brand-building efforts.
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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 sophisticated advertising algorithms can skew A/B test results, potentially leading marketers to draw misleading conclusions about ad performance.
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Only 61% of marketing metrics tracked are meaningful to business, brand, and performance. The rest? Vanity metrics. What happens when marketers focus on the wrong numbers?
This week, Elena’s joined by VP Analytics Matt Hultgren to discuss the perils of marketing misattribution. They explore how overvaluing certain metrics can lead to wasted budgets and misguided strategies. Matt shares insights on identifying misattribution, its consequences, and practical steps to improve measurement accuracy. Plus, learn why having your own measurement solution is crucial and why you should be skeptical of any single model claiming to definitively prove marketing’s impact.
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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 the content of TV shows influences viewer perceptions of advertisements. They discuss new research on the "halo effect," and its implications for ad effectiveness across different TV genres.
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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.
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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.
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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.
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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.
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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 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.
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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.
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.
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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.
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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.
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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.
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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.
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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).
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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!
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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!
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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?
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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.
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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!
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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).
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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