The Marketing Architects

The podcast dives into the shifting dynamics of search marketing, revealing that 95% of iOS users are opting out of ad tracking. A recent antitrust ruling against Google raises questions about the future of its search monopoly. With Google's backtrack on third-party cookies, the focus swings to the importance of first-party data. AI chatbots are revolutionizing user behavior, prompting marketers to rethink their strategies. And amidst serious discussion, there's a light-hearted debate on the perfect chocolate chip cookie!

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 recent data on CMO tenure, revealing that the role may be more stable than commonly perceived. They discuss surprising statistics about tenure length, differences between B2B and B2C brands, and career progression for CMOs.Topics covered: [00:55] "The CMO Tenure Study 2024: An Expanded View of CMO Tenure and Background"[02:00] Average CMO tenure at Fortune 500 companies[03:20] The differences between B2B and B2C brand CMOs[04:55] Expanded responsibilities of modern CMOs[05:35] Career progression for CMOs after leaving roles[06:45] Diversity statistics for CMO positions To learn more, visit marketingarchitects.com/podcast  Resources: Spencer Stuart. (2024). *CMO Tenure Study 2024: An Expanded View of CMO Tenure and Background*. Retrieved from https://www.spencerstuart.com/research-and-insight/cmo-tenure-study-2024-an-expanded-view-of-cmo-tenure-and-background   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Brand extensions gain an average of 8.3% more market share and have 8.7% lower advertising costs compared to new brands entering a category. But they also come with risks. This week, Elena, Angela, and Rob explore the world of brand extensions. They discuss research on what makes extensions succeed or fail, share examples of extensions gone right (and very wrong), and debate whether Dyson's new headphones are genius or folly. Plus, learn why Lego might be the greatest brand extension success story of all time. Topics covered: [01:00] Dyson's extension into headphones[04:00] Research on brand extension success factors[09:00] Uber's expansion into food delivery[15:45] BIC's failed disposable underwear line[19:30] Lego's empire of successful extensions[23:00] Harley-Davidson's ill-fated perfume launch[26:30] Dove's expansion from women's to men's products[27:30] Evian's bizarre water bra product To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources:International Business & Economics Research Journal Article: https://www.researchgate.net/publication/265222329_Brand_Extensions_A_Qualitative_Meta-Analysis_Of_20_Years_Of_Marketing_Research/fulltext/5485c1130cf2ef344787c30c/Brand-Extensions-A-Qualitative-Meta-Analysis-Of-20-Years-Of-Marketing-Research.pdf 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 reveal how influencer marketing’s success hinges on aligning the right influencer with the right product for the right audience.Topics covered:   [01:05] “Understanding Influencer Marketing: The Role of Congruence Between Influencers, Products and Consumers”[01:21] Examples of good and bad promotion[04:35] Influencers in the 18th century[05:38] What makes an influencer campaign successful?[08:30] The difference between an influencer and a celebrity To learn more, visit marketingarchitects.com/podcast  Resources: Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. *Journal of Business Research, 132*, 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067.   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Patagonia. Dove. Ben & Jerry’s. These are just some of the brands that have leaned into purpose-led messaging over the last decade. But could brand purpose be just another marketing trend that misses the mark? In this episode, Elena, Angela, and Rob discuss the rise of brand purpose and its effectiveness as a marketing strategy. They explore the history of corporate social responsibility, debate whether purpose-driven campaigns really drive results, and share examples of brands that get it right (and wrong). Plus, test your knowledge of famous brand purpose statements in a fun guessing game. Topics covered: [01:00] Nick Asbury's critique of brand purpose [04:00] How Dove’s famous campaign misinterpreted data[07:46] The history of corporate social responsibility and brand purpose [10:00] Why brand purpose should align with business goals [14:00] Measuring the success of purpose-driven campaigns [17:30] Do consumers care about brand purpose? [19:30] The role of purpose in employee engagement To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2024 MarketingWeek Article: https://www.marketingweek.com/good-intentions-lead-to-bad-marketing-why-purpose-is-missing-the-mark/ 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 discuss how dynamic content in video ads captures and holds attention, emphasizing that movement and change are crucial for making ads more engaging and memorable.Topics covered:   [00:45] “Influence of Dynamic Content on Visual Attention During Video Advertisements”[01:45] Elements that capture attention[03:55] Traditional methods vs Dynamic Attention Theory[05:10] Is attention influenced by our environment?[06:45] The benefits of eye tracking studies[11:25] What type of fireworks grab your attention? To learn more, visit marketingarchitects.com/podcast  Resources: Wooley, B., Bellman, S., Hartnett, N., Rask, A., & Varan, D. (2022). Influence of dynamic content on visual attention during video advertisements. *European Journal of Marketing*. https://doi.org/10.1108/EJM-07-2022-0309-0566  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Up to 50% of business value comes from brand. Plus, strong brands tend to outperform the stock market, justify higher prices, and drive customer loyalty. So why is brand building often seen as nothing more than an extra cost? In this episode, Elena, Angela, and Rob dig into the real value of brand. They explore how to measure brand's impact, creative best practices for building brand, and which channels are most effective for brand building. Plus, hosts test their knowledge with a quick quiz on the world's most valuable brands. Topics covered: [01:00] Kantar research on brand's impact on business value [02:00] Brand Finance's Global 500 report highlights  [08:30] Brief history of branding from ancient Egypt to today [12:00] How brand improves pricing power and reduces marketing costs [15:45] Brand's impact on perceived product quality [18:00] Creative best practices for building differentiated brands [19:25] Why TV and audio are so powerful for brand building [22:10] Methods for measuring brand value and impact  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Kantar Brand Valuation Article: https://www.kantar.com/inspiration/brands/brand-valuation-from-marketing-metric-to-boardroom-essential  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 discuss how sponsoring sports events can boost brand perception and sales. They explore the importance of engaging participants in experiential marketing.Topics covered:   [00:40] “An Empirical Exploration of Sports Sponsorship”[01:40] Sponsoring at sports games[02:35] The value of sponsoring smaller sports events[03:40] The three areas of a runner’s perception[05:05] Examples of good experimental marketing[07:35] Make them excited about the experience! To learn more, visit marketingarchitects.com/podcast  Resources: Frontiers. (2021). An empirical exploration of sports sponsorship: Activation of experiential marketing, sponsorship satisfaction, brand equity, and purchase intention. *Frontiers in Psychology*. https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2021.677137/full Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Brands spend billions every year to run TV ads during the most popular programs. But are these expensive timeslots worth it? This week, Elena, Angela, Rob, and special guest VP Media Ron Blevins explore common misconceptions about media quality. Learn why low-cost inventory doesn't always mean low quality, how to evaluate media beyond traditional metrics, and where brands can find opportunities to gain a competitive advantage. Topics covered:   [01:00] Defining media quality[05:00] Ron's background and perspective shift at Marketing Architects[09:04] Misconceptions about opportunistic media buying[12:33] Where brands go wrong when evaluating media quality[15:15] Metrics for evaluating true media quality and performance[18:00] The future of measuring media quality[21:30] What else is undervalued?  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2024 WARC Article: https://www.warc.com/newsandopinion/opinion/how-a-better-understanding-of-media-quality-can-help-unstick-culture/en-gb/6585 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 discuss why first-party data is more reliable and cost-effective than third-party data. They learn that investing in first-party data is essential for accuracy and avoids high costs associated with third party data. Topics covered:   [00:50] “Is First or Third-Party Audience Data More Effective for Reaching the ‘Right’ Customers?”[01:40] How much can Google ads predict your interests?[04:25] Comparing performance data with deterministic and probabilistic segments[06:35] The resistance of using contextual targeting[08:25] Finding the right dancing partner To learn more, visit marketingarchitects.com/podcast  Resources: Neumann, Nico and Tucker, Catherine E. and Subramanyam, Kumar and Marshall, John, Is First- or Third-Party Audience Data More Effective For Reaching The `Right' Customers? The Case of IT Decision-Makers (May 19, 2023). Forthcoming - Quantitative Marketing and Economics, Available at SSRN: https://ssrn.com/abstract=4083057 or http://dx.doi.org/10.2139/ssrn.4083057  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.