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
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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