Navigating Market Trends with Byron Sharp of the Ehrenberg-Bass Institute

Edlynne Laryea, Head of Industry, CPG Food and Beverage at Meta, hosts this episode as we delve into the complexities of marketing strategy with Byron Sharp, Professor of Marketing Science and Director of the Ehrenberg-Bass Institute, University of South Australia. 

 

Key Takeaways:

 

(02:34) Attention as a questionable metric in advertising.

(03:27) The significance of fleeting ad exposure.

(04:24) Short ads can be effective.

(04:40) Long-term impact of advertising over immediate sales.

(07:45) Overlapping mental and physical availability for brands.

(08:39) Frequent, concentrated ad exposure strategy.

(13:32) Poorly-targeted advertising.

(16:12) The need for more creativity in advertising.

(17:30) AI's potential role in marketing.

(19:17) Advertising as a long-term investment, especially during recessions.

(23:45) Advice for marketers: Be open-minded and skeptical.

 

 

Resources Mentioned: ”How Brands Grow: What Marketers Don't Know” by Byron Sharp

 

#innovation #technology #genz #metaverse #socialmedia #socialmediamarketing