The Marketing Architects 7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi
Oct 17, 2023
28:06
How do you defend marketing’s value through economic changes, a narrowing focus on ROI, and changing ideas about how to build a memorable brand?
This week, Elena and Angela are joined by Mary Kyriakidi, Global Thought Leader at Kantar. Mary is the author of Kantar’s evidence-based report “Modern Marketing Dilemmas” which explores some of the most contentious and widely debated topics in marketing today... and what the research says about those topics’ answers.
Topics covered:
To learn more, visit marketingarchitects.com/podcast.
Resources:
Connect with Mary: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/
2023 Kantar Report: https://www.kantar.com/campaigns/modern-marketing-dilemmas
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
This week, Elena and Angela are joined by Mary Kyriakidi, Global Thought Leader at Kantar. Mary is the author of Kantar’s evidence-based report “Modern Marketing Dilemmas” which explores some of the most contentious and widely debated topics in marketing today... and what the research says about those topics’ answers.
Topics covered:
- [02:30] How common debates in marketing inspired Kantar’s report
- [03:45] ROI is only part of accurate marketing measurement
- [08:00] The role of brand in driving future buyers
- [13:30] How to measure and evaluate brand equity
- [18:00] Difference vs differentiation in building brand
- [23:00] The future of marketing effectiveness
To learn more, visit marketingarchitects.com/podcast.
Resources:
Connect with Mary: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/
2023 Kantar Report: https://www.kantar.com/campaigns/modern-marketing-dilemmas
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.