76 episodes
The Marketing Architects Marketing Architects
-
- Business
Introducing 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.
-
Nerd Alert: The Psychology Behind Celebrity Endorsements
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.
Topics covered:
[00:55] “How Celebrity Status Engaged Direction in Ads Drive Visual Attention to Shape Consumer Decisions” [01:25] Examples of celebrity endorsed products [03:00] Why do celebrity endorsements work? [04:10] Effectiveness is rooted in biology [05:20] Gaze cueing and Gen Z
To learn more, visit marketingarchitects.com/podcast
Resources:
D'Ambrogio, Simone & Werksman, Noah & Platt, Michael & Johnson, Elizabeth. (2022). How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions. Psychology & Marketing. 40. 10.1002/mar.21772.
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Is the Era of Advertising Over?
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.
Topics covered:
[01:00] Galloway’s interview with Jon Evans on Uncensored CMO[06:30] Is advertising as powerful as it used to be?[08:30] What happens when you turn off ads?[13:00] Why even great products need to advertise to stand out[17:00] How Apple has used advertising to grow[21:30] The team’s favorite ad campaigns
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Uncensored CMO Podcast: https://podcasts.apple.com/gb/podcast/scott-galloway-on-the-end-of-the-brand-era/id1486335987?i=1000654133403
James Hurman LinkedIn Post: https://www.linkedin.com/feed/update/urn:li:activity:7191932287385587712/
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Nerd Alert: What Makes Content Go Viral?
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.
Topics covered:
[00:50] “What Makes Online Content Viral”[01:25] What makes something go viral?[02:50] Content drives social transmission and virality[05:10] High versus low arousal emotions[06:05] Why positivity is contagious.[09:05] Emotion and content sharing
To learn more, visit marketingarchitects.com/podcast
Resources:
Berger, Jonah & Milkman, Katherine. (2009). What Makes Online Content Viral? Journal of Marketing Research. 49. 10.2139/ssrn.1528077.
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
What Smart Targeting Looks Like
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.
Topics covered:
[01:30] Mark Ritson vs Byron Sharp on targeting[02:30] The cost of broad targeting[08:00] Brand vs performance marketing[12:00] Types of targeting for connected TV[15:45] Targeting on CTV vs digital advertising[17:30] Fees behind third-party targeting[19:30] How machine learning can help solve targeting
To learn more, visit marketingarchitects.com/podcast
Resources:
2023 MarketingWeek Article: https://www.marketingweek.com/ritson-sgementation-pointless/
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Nerd Alert: The Three Dimensions of Effectiveness
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.
Topics covered:
[01:20] “Profit Ability 2”[02:20] How much has advertising effectiveness changed?[05:10] Brand versus performance[07:50] How big of an effect do your ads have?[08:40] Budget for impact without waste[10:15] Short- and long-term payback
To learn more, visit marketingarchitects.com/podcast
Resources:
https://www.thinkbox.tv/news-and-opinion/events/the-new-business-case-for-advertisinghttps://assets.ctfassets.net/ptzdhtf6t0jg/1QnN6BTbV16BXEPQojyQEc/57b12e6b4a65150f3fac6bd8c2b7a3df/The_new_business_case_for_advertising_event_slides.pdfhttps://www.warc.com/content/article/Event-Reports/Beyond_brand_vs_performance_The_three_dimensions_of_effectiveness/155612
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
The Insane Waste Behind Online Advertising
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.
Topics covered:
[00:45] Introducing Inside the Black Box[02:30] Why programmatic media buying is subject to fraud[07:30] What’s wrong with MFA sites[12:30] Types of ad fraud[16:30] Ad viewability across ad formats[19:00] How to prevent and reduce wasted ad spend
To learn more, visit marketingarchitects.com/podcast
Resources:
Inside the Black Box by Bob Hoffman, 2024: https://typeagroup.createsend.com/campaigns/reports/viewCampaign.aspx?d=d&c=FC142680CDB9311A&ID=C0C74A04140F82EE2540EF23F30FEDED&temp=False&tx=0&source=Report
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.