In this episode of 'That's What I Call Marketing,' host Conor interviews Professor Prof. Koen Pauwels, a distinguished marketing expert from Northeastern University in Boston. The conversation delves into various aspects of marketing, including consumer behaviour, global branding challenges, impactful strategies, and the importance of understanding historical marketing theories to tackle modern marketing complexities. Prof. Koen Pauwels shares his extensive academic journey and consulting experience with renowned companies, providing valuable insights applicable to both large corporations and small businesses. The discussion also touches on the role of marketing technology, the balance between short-term and long-term strategies, and the nuanced trade-offs between privacy, pricing, and convenience in consumer decision-making. Whether you're a seasoned marketer or a newcomer, this episode offers a wealth of knowledge and practical advice to enhance your marketing approach.

01:41 Discovering Marketing

04:19 Consumer Behaviour Insights

05:40 Global Brands and Market Entry

09:12 Marketing Beliefs and Theories

19:43 Working with Companies

24:07 Marketing Technology and Attribution

28:01 Understanding Consumer Privacy Preferences

30:01 Amazon's Lookalike Audiences

32:52 The Importance of Marketing Benchmarks

35:20 Advertising Effectiveness and Strategy

42:16 Advice for Small Brands and Startups

48:35 Skills for Future Marketers

This episode is brought to you by CPL Marketing Recruitment

Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/

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S3 Ep35: Advertising. The Weak Force with Prof. Koen Pauwels