The Marketing Architects

Discover how Bayesian modeling is shaking up marketing attribution. The discussion highlights the shortcomings of traditional models and explains why simpler methods are still in use. Key insights reveal the rapid decay of ad effects and the hidden interactions that traditional methods overlook. This approach offers deeper insights into customer behavior and emphasizes the need for clarity along with predictive power. Gain a comprehensive understanding of how various marketing elements contribute to sales.

94% of advertisers are concerned about how tariffs might impact their budgets according to an IAB survey. Of those planning cuts, 60% expect a 6-10% decrease in ad spend, while 22% anticipate cuts of 11-20%.This week, Elena, Angela, and Rob explore what the research says about marketing during economic downturns. They discuss how brands that maintain or increase spending during tough times consistently gain market share, why creative thinking matters more than ever, and the smartest ways to adjust your strategy if budget cuts are unavoidable.Topics covered: [01:00] Current economic landscape and marketer uncertainty[05:00] Predicted impact of tariffs on US media ad spending[07:00] Research showing companies that increased ad spend by 50% during recession saw 1.5% market share growth[09:00] Creative marketing examples from economic downturns[13:00] Ways to reduce marketing spend without damaging your brand[17:30] Where to double down if you have available budget[21:00] Finding personal comfort rituals during uncertain times  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  Tellis, Gerard & Tellis, Kethan. (2009). A Critical Review and Synthesis of Research on Advertising in a Recession. Journal of Advertising Research. 49. 10.2501/S0021849909090400. https://www.researchgate.net/publication/228272297_A_Critical_Review_and_Synthesis_of_Research_on_Advertising_in_a_Recession   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

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 AI transforms workplace collaboration. A groundbreaking Procter & Gamble study reveals that individuals using AI match team performance, while AI-human teams produce superior results. Topics covered:   [01:00] "The Cybernetic Teammate: A Field Experiment on Generative AI Reshaping Teamwork"[03:00] Field experiment setup and methodology[04:35] How AI helps break departmental silos[05:10] Improved emotional experience when working with AI[06:05] AI integration beyond productivity[07:00] AI-human collaboration creating "blended intelligence" To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Dell’Acqua, F., Ayoubi, C., Lifshitz, H., Sadun, R., Mollick, E., Mollick, L., Han, Y., Goldman, J., Nair, H., Taub, S., & Lakhani, K. (2025). The Cybernetic Teammate: A Field Experiment on Generative AI Reshaping Teamwork and Expertise. Harvard Business School Working Paper No. 25-043 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Only 15% of brand assets are truly distinctive. And just 19% of logos achieve "gold" status in recognizability according to a study by Ipsos and JKR. So which marketing strategy matters more: differentiation or distinctiveness?In this episode, Elena, Angela, and Rob debate whether brands should focus on meaningful differentiation or memorable distinctiveness. The hosts explore research showing that while differentiation plays a more limited role than traditionally assumed, distinctiveness is crucial for getting into consumers' consideration sets. They also examine how category dynamics impact which strategy dominates and share real-world examples of brands that excel at either approach. Topics covered: [01:00] Research from Rob Myerson on Byron Sharp's distinctiveness claims[03:00] The case for focusing on distinctiveness in marketing[06:00] Why differentiation gives brands resilience and pricing power[09:00] How category dynamics impact strategy importance[12:30] The role of distinctiveness in TV advertising effectiveness[19:00] Examples of brands excelling at distinctiveness vs differentiation  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2021 WARC Article: https://www.warc.com/newsandopinion/opinion/what-does-byron-sharps-research-really-tell-us-about-differentiation/en-gb/4314 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Discover why sticking with a consistent creative platform can supercharge your marketing results. Explore the compounding effects of creative consistency and how it impacts brand recognition and emotional engagement. Learn when brands should change their creative approach, and understand the risks of abandoning distinctive assets. Delve into strategies for successful branding and how brand identity can lead to long-term success. Get insights from a five-year analysis that reveals the transformative power of creative continuity.

Only a third of agencies believe their clients provide a clear target audience in their briefs. So how can we build effective targeting strategies that drive real business growth?In this episode, Elena, Angela, and Rob tackle the misunderstood world of targeting in marketing. They explore why defining your target audience isn't just a media decision but a foundational strategic choice. Plus they examine the flaws in third-party data targeting and provide practical advice for maximizing reach without wasting budget on ineffective targeting tactics.Topics covered: [01:00] Why marketers should be wary of "algorithmic hanky panky"[03:30] The misconception that brands grow through narrow audience targeting[07:00] How digital platforms introduce bias in AB testing[11:00] The major pitfalls of third-party data for targeting[14:00] Balancing targeting precision with cost-effectiveness[17:00] Top targeting strategies that deliver without sacrificing reach[20:00] The surprising success of broad targeting for brand growth  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2025 MarketingWeek Article: https://www.marketingweek.com/ritson-ignore-anyone-targeting/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

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 whether price promotions deliver more than just temporary sales spikes. They examine how different product categories respond to discounts and reveal when promotions might help or harm brand loyalty.Topics covered:   [01:00] "The Long-Term Effects on Category Incidents"[02:00] How soup and yogurt categories respond to promotions[03:00] The short-term impact of discounts on sales[05:00] Premium brands and the "discount doom loop"[07:00] When promotions actually build customer retention[08:30] Using offers effectively for new TV advertisers  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Pauwels, K., Hanssens, D. M., & Siddarth, S. (2002). The long-term effects of price promotions on category incidence, brand choice, and purchase quantity. Journal of Marketing Research, 39(4), 421–439. https://doi.org/10.1509/jmkr.39.4.421.19114  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

A study from Les Binet and Peter Field found that for every 10-point increase in excess share of voice, brands see around a 0.5% annual market share growth on average. But does this marketing principle still hold true in today's fragmented media landscape?This week, Elena, Angela, and Rob are joined by VP of Strategy Dan Cleveland to explore excess share of voice (ESOV) and its enduring relevance. They dive into how ESOV correlates with growth, why it's still a valuable planning tool, and what happens when brands let their share of voice slip below market share. Plus, discover why TV remains crucial for building the top-of-funnel awareness that drives long-term brand performance.Topics covered: [01:00] The history of share of voice and why it matters[03:30] How excess share of voice links to market share growth[08:00] When ESOV doesn't work (and what that reveals)[12:30] Using share of search as a real-time metric[16:00] Why top-of-funnel channels drive brand awareness[21:00] The risks of underspending compared to your share of market[27:00] Practical steps to apply ESOV to your strategy  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources:  2023 IPA Article: https://ipa.co.uk/knowledge/ipa-blog/esov-an-excessive-focus-on-the-wrong-thing/?utm_source=chatgpt.com Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

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 creative advertisements can actually hurt the performance of regular ads shown alongside them. They discuss why brands with smaller budgets should still prioritize creativity to avoid getting lost in the mix.Topics covered:   [01:00] "The Power of Creative Advertising: Creative Ads Impair Recall and Attitudes Towards Other Ads"[03:00] How creative ads affect surrounding regular ads[04:35] The dramatic drop in recall when creative ads are repeated[05:10] Why regular ads are judged more harshly after creative ones[06:30] The "Super Bowl effect" and competitive ad environments[07:00] Creating memorable ads on smaller budgets To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Jin, H. S., Kerr, G., Suh, J., Kim, H. J., & Sheehan, B. (2022). The power of creative advertising: Creative ads impair recall and attitudes toward other ads. International Journal of Advertising, 41(3), 1-21.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

In this engaging discussion, Steve Babcock, Chief Creative Officer, delves into the evolving landscape of video advertising. He reveals that outdated creative approaches lead to forgettable ads, stressing the crucial role of strategy and pretesting. With viewers multitasking, emotional engagement has never been more vital. Babcock highlights how AI enhances creativity rather than replaces it, while innovative tools are spurring risk-taking in campaign development. The future of ‘shootless’ video production is also explored as a game-changer in the industry.