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
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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