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
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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