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
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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