78 episodes
The Marketing Architects Marketing Architects
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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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Nerd Alert: The Power of Meaningless Marketing
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 learn about the value of using irrelevant attributes to set your brand apart from competitors. They explore why even meaningless differentiation can positively impact consumer preference and make your brand memorable.
Topics covered:
[01:05] “Meaningful Brands from Meaningless Differentiation: The Dependence of Irrelevant Attributes.”[01:35] The importance of differentiation in marketing[04:15] Consumers value irrelevant attributes[07:10] Advertising’s impact in differentiation[08:40] Differentiation vs. Distinctive branding
To learn more, visit marketingarchitects.com/podcast
Resources:
Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. Carpenter, Gregory S; Glazer, Rashi; Nakamoto, KentJMR, Journal of Marketing Research; Aug 1994; 31, 3; ABI/INFORM Globalpg. 339
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Why CTV’s the Hottest Marketing Channel of the Year
Connected TV is one of the most popular new marketing channels of 2024. According to eMarketer, CTV ad revenue will reach $28 billion this year. But it’s also one of the most complex and confusing channels.
This episode is dedicated to fixing that. Elena, Angela, and Rob are joined by Director of Advanced TV Marrika Zapiler to break down how CTV works and why it’s attracting so much attention right now. Plus learn how to work around the channel’s complexities to drive performance with CTV campaigns, even as the media landscape continues to change.
Topics covered:
[01:00] Connected TV viewership and ad revenue[03:00] How do marketers feel about CTV?[06:00] The history of streaming and CTV[12:30] How is CTV ad inventory purchased?[19:00] How much does CTV advertising cost?[22:00] Targeting options on CTV as the cookie declines[28:30] The importance of testing new channels
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2023 Nielsen Report: https://www.nielsen.com/insights/2023/data-driven-personalization-2023-state-of-play-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: 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.
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