The Marketing Architects

Marketing Architects
  • 4.7 (45)
  • MARKETING
  • UPDATED WEEKLY

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.

  1. Streaming TV and the Effectiveness of Modern TV with Nikki Erkkila

    1D AGO

    Streaming TV and the Effectiveness of Modern TV with Nikki Erkkila

    Streaming now accounts for 47% of all TV viewing. Five of the top 10 most-streamed days ever happened in November 2025 alone. But TV isn't disappearing. It's just fragmented.  This week, Elena, Angela, and Rob are joined by VP of Media Partnerships Nikki Erkkila to discuss the state of modern TV advertising. Together, they break down the biggest misconceptions about streaming versus linear TV, why hyper-targeting can actually limit growth, and how marketers should approach buying Connected TV without losing the power of broad reach.  Topics covered:  [04:00] How fragmented is the TV landscape really?[10:00] Why CTV feels familiar to digital marketers[16:00] The biggest mistake marketers make with CTV[21:00] Should you buy linear or streaming? (Hint: It's not either/or)[23:00] When is targeting worth the cost?[29:00] How creative strategies can differ in streaming versus linear  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  2025 Nielson Report: https://www.nielsen.com/news-center/2025/nielsens-the-gauge-broadcast-and-streaming-power-historic-month/ 2026 Awful Announcing Article: https://awfulannouncing.com/streaming/strange-state-sports-fast-tv-tubi.html   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    40 min
  2. Nerd Alert: How Mood Changes the Market

    6D AGO

    Nerd Alert: How Mood Changes the Market

    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 emotions, even ones unrelated to purchasing decisions, shape what people are willing to spend. They reveal that disgust suppresses value across the board, while sadness increases openness to new products by motivating a desire for change.  Topics covered:    [01:00] "Heart Strings and Purse Strings: Carryover Effects of Emotions on Economic Decisions"[02:00] How disgust, sadness, and neutrality shift buying behavior[03:00] The endowment effect and emotional influence[05:00] Why specificity matters more than positive or negative[06:00] Disgust in advertising: effective or repellent?[08:00] Can annoyance drive brand recall?    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  Lerner, J. S., Small, D. A., & Loewenstein, G. (2004). Heart strings and purse strings: Carryover effects of emotions on economic decisions. Psychological Science, 15(5), 337–341.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    9 min

  3. FEB 3

    The Fragmented Media Challenge

    44% of marketers say media fragmentation is one of their biggest concerns. But is it really threatening effectiveness—or just exposing weak planning? This week, Elena, Angela, and Rob tackle the fragmentation debate head-on. They explore why reach hasn't disappeared, how creative consistency beats endless platform optimization, and why the smartest response to complexity is simplicity. Plus, hear why doubling down on what works might be better than chasing every new channel. Topics covered:  [01:00] Why 44% of marketers worry about media fragmentation[05:00] Mass reach moments and the obsession with live sports[09:00] Creative consistency across channels: IKEA as a model[12:00] Why narrowing targeting actually shrinks growth potential[15:00] Planning fundamentals that prevent fragmentation chaos[18:00] The importance of reinforcement over reinvention  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  WARC Article: https://www.warc.com/content/paywall/article/warc-talks/staying-effective-in-a-lots-of-little-media-market/en-GB/159439?   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    23 min
  4. Nerd Alert: The Power of Priming in Marketing

    JAN 29

    Nerd Alert: The Power of Priming in 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 reveal how 84% of purchases are decided before shoppers even start looking... and why that changes everything about how you should invest in marketing. Topics covered:  [01:00] "How Humans Decide: What Drives Consumer Choice and How Brands Should Respond"[02:00] The two stages of every purchase decision[04:00] Why 84% of purchases are already decided[06:00] Who's easy to influence (and who isn't)[07:00] The touchpoints that actually change behavior[08:00] Three moves to reach primed buyers    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  WPP Media & Oxford Saïd Business School, Marketing Faculty. (2025). How Humans Decide: What drives consumer choice, and how brands should respond. October 2025.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    11 min
  5. The Risks of Brand Activism with Professor Tyler Milfeld

    JAN 27

    The Risks of Brand Activism with Professor Tyler Milfeld

    When brands try to stand out through purpose or activism, they often stumble into controversy. So what's driving these missteps? And how should brands respond when backlash strikes?  This week, Elena, Angela, and Rob are joined by Professor Tyler Milfeld from Villanova School of Business to discuss the hidden risks of brand activism and repositioning. Tyler unpacks why high-profile rebrands fail, when purpose messaging actually works, and how brands should respond when they face backlash. Plus, learn why doing nothing might be better than apologizing.  Topics covered:  [04:00] Why most repositioning efforts fail[09:00] The credibility gap in brand purpose[12:00] When pro-social brands don't benefit from purpose ads[18:00] How brand power changes the rules for activism[21:00] The worst response to brand activism backlash[29:00] Why great insights matter more than shiny objects[32:00] Marketing communication needs more fun  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  2025 MediaPost Article:https://www.mediapost.com/publications/article/411321/what-drives-brand-repositioning-and-why-do-these.html Villanova University Page: https://www1.villanova.edu/university/business/faculty-and-research/faculty-by-department/biodetail.html?mail=tyler.milfeld@villanova.edu&xsl=bio_long Tyler Milfeld’s LinkedIn: https://www.linkedin.com/in/tyler-milfeld/   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    44 min
  6. Nerd Alert: The Statistical Significance Trap

    JAN 22

    Nerd Alert: The Statistical Significance Trap

    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 examine why treating statistical significance as proof can mislead marketers. They reveal how relying on a single P-value creates blind spots and why smart decisions require looking at the full picture of evidence. Topics covered:  [01:00] "Statistical Significance and Statistical Reporting, Moving Beyond Binary"[02:00] What statistical significance actually means[04:00] When significant results don't matter for business[05:00] Building a toolkit approach beyond P-values[06:00] Practical importance versus statistical significance[08:00] Avoiding single-test tunnel vision    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  McShane, B. B., Bradlow, E. T., Lynch, J. G., Jr., & Meyer, R. J. (2024). “Statistical Significance” and statistical reporting: Moving beyond binary. Journal of Marketing, 88(1), 1–20.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    9 min
  7. Creative Effectiveness in 2026 with Steve Babcock

    JAN 20

    Creative Effectiveness in 2026 with Steve Babcock

    Only 21% of creatively awarded campaigns actually drive business results. But when ideas reach the very top of creative excellence, effectiveness doubles to 44%. So what separates the winners from the rest? This week, Elena and Rob are joined by Chief Creative Officer Steve Babcock to discuss what makes creative truly effective in 2026. They explore why most award-winning work fails to drive growth, the danger of over-personalization, and why fewer ideas executed longer beats constant reinvention. Plus, hear Steve's contrarian take on creative awards, the role of AI in advertising, and why durability matters more than novelty. Topics covered:  [01:00] Why only 21% of award-winning creative is effective[09:00] Durability beats novelty in creative effectiveness[15:00] Over-personalization is hurting creative campaigns[21:00] Balancing emotional and rational messaging[24:00] AI's role in creative work and the "human leap"[32:00] Steve's advice: commit to fewer ideas for longer    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:   2025 WARC Article: https://ethicalmarketingnews.com/highly-awarded-creative-ideas-are-significantly-more-effective-new-warc-research-reveals   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    38 min
  8. Nerd Alert: The Availability Gap in B2B Marketing

    JAN 15

    Nerd Alert: The Availability Gap in B2B 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 explore why B2B brands struggle with physical availability and how marketers can reclaim control over where and how their products are sold. They break down three key strategies: presence, prominence, and portfolio management. Topics covered:    [01:00] "Easy to Find: Being Where B2B Buying Happens"[02:00] Mental vs. physical availability[03:00] Presence: Showing up where buying happens[05:00] Prominence: Building owned vs. rented visibility[07:00] Portfolio: Protecting your core products[08:00] The lighthouse and harbor analogy    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  Nenycz-Thiel, M., & Romaniuk, J. (2025, November). Easy to find: Being where B2B buying happens. Ehrenberg-Bass Institute for Marketing Science.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    10 min
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4.7
out of 5
45 Ratings

About

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.

Information

  • Creator
    Marketing Architects
  • Years Active
    2023 - 2026
  • Episodes
    245
  • Rating
    Explicit
  • Copyright
    © Marketing Architects
  • Show Website
    The Marketing Architects

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