71 episodes
The Marketing Architects Marketing Architects
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- 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.
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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. -
Nerd Alert: How Accurate is Marketers’ Intuition?
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 the relationship between marketers' intuition and data-driven decisions in ad effectiveness. Listen in as they discover whether instincts or analytics offer the best path to advertising success.
Topics covered:
[00:40] “Marketers' Intuitions About the Sales Effectiveness of Advertisements”[01:00] Predicting effective ads is no better than random chance[04:25] Intuition versus analytics[05:45] The horse racing metaphor[06:25] Pushback for CMOs[07:40] The importance of pretesting
To learn more, visit marketingarchitects.com/podcast
Resources:
Nicole Hartnett, Rachel Kennedy, Byron Sharp and Luke Greenacre (2016), "Marketers' Intuitions about the Sales Effectiveness of Advertisements", Journal of Marketing Behavior: Vol. 2: No. 2–3, pp 177-194. http://dx.doi.org/10.1561/107.00000034
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Getting Real about Reach
Does mass reach marketing still have value in a world where digital advertising lets brands target their bullseye customer alone?
This week, Elena, Angela, and Rob are discussing the importance of broad reach for business growth, driving long-term demand, and truly effective marketing. Inspired by P&G’s Mark Pritchard’s recent comments on what efficient and effective marketing looks like, they’re talking about everything from the origins of mass reach marketing to reach strategies on digital vs traditional channels.
Topics covered:
[01:00] P&G’s Mark Pritchard on reach and growing your market[05:30] The origin of broad reach marketing[09:00] Why marketing channels have different superpowers[11:30] Why engaging decision influencers matters[17:00] High reach only works when it’s efficient and high-quality[21:00] Creative best practices for high reach campaigns
To learn more, visit marketingarchitects.com/podcast
Resources:
2024 Performance Marketing World Article: https://www.prweek.com/article/1867218/p-gs-marc-pritchard-the-currency-matters-sales-dollars
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Nerd Alert: TV’s Role in 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 explore the reasons behind TV advertising's ongoing success—despite all the buzz around digital. Learn more about Peter Field's insights into why TV ads remain a critical part of successful marketing strategies.
Topics covered:
[00:55] “Why TV is at the Heart of Effectiveness... and What it Will Take to Keep it There”[02:15] Is TV dead?[04:45] TV’s delivers slow decay attention[07:50] TV’s emotional clout[09:25] TV is a trusted media source[10:20] Marketing is like a garden
To learn more, visit marketingarchitects.com/podcast
Resources:
https://www.thinkbox.tv/research/nickable-charts/effectiveness-and-planning/tv-at-the-heart-of-effectiveness-by-peter-field#
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Let’s Get Political (in Advertising)
Ready to talk politics? Well, political advertising anyway.
This week, Elena, Angela, and Rob are exploring how marketers should think about the impact of political ad spend in 2024. (There’s no actual politics allowed). This year, US political ad spend is expected to surpass $12 billion, setting a new record... That’s triple what was spent on the 2016 election, and it’s already affecting media availability.
Topics covered:
[01:00] The state of US political spend in 2024[02:00] How will political spend affect the media market?[04:00] Buying national vs local media[05:45] The history of political advertising[09:30] Using focus groups vs online testing for political ads[13:30] Why TV is a top choice for political ads
To learn more, visit marketingarchitects.com/podcast
Resources:
2024 Berkely News Article: https://news.berkeley.edu/2024/02/15/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising
2024 eMarketer Report: https://www.emarketer.com/content/us-political-ad-spending-forecast-2024
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Nerd Alert: Advertising’s Impact on Stock Price
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 advertising can impact stock prices and boost investor confidence. Research shows successful campaigns often lead to higher stock values by showcasing a company's market presence and consumer demand.
Topics covered:
[00:50] “The Impact of Advertising on a Company’s Stock Price”[02:10] Stock price is a good metric for judging company success[03:20] Advertising decisions for customers vs investors[04:50] Do investors recognize the future impact of marketing actions?[08:10] Stock price movement benefits and drawbacks[09:30] Afterthoughts on the study and TV Advertising
To learn more, visit marketingarchitects.com/podcast
Resources:
Srinivasan, Shuba and Hanssens, Dominique M, The Impact of Advertising on a Company’s Stock Price (September 8, 2023). Available at SSRN: https://ssrn.com/abstract=4694164 or http://dx.doi.org/10.2139/ssrn.4694164
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.