The Marketing Architects

How much should your competition influence your marketing strategy? When should you focus on them? And when does it make more sense to ignore them?  In this episode, Elena, Angela, and Rob discuss competition in marketing. Together, they review strategies for brands navigating competitive pressure and share real-world examples of how some companies have positioned themselves against their rivals. Plus, learn why standing out is sometimes easiest when you don’t obsess over your rivals for consumer dollars. Topics covered:   [1:11] Marketing laws: double jeopardy and duplication of purchase[2:14] Risks of over-focusing on competitors[5:20] Creating and dominating new categories[8:03] Rob's history lesson on category entry points[14:04] Potential pitfalls of rebranding[17:54] Using different channels as a competitive advantage   To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2018 Building Distinctive Brand Assets Book: https://www.amazon.com/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Every marketer dreams of crafting unforgettable, creative campaigns. But what does creativity really look like? How can you consistently achieve it? And why do so many campaigns fall short of the mark?This week, we’re tackling these questions head-on. Elena, Angela, and Rob are joined by VP of Creative Vivienne Wan to uncover the secrets of creativity in advertising and how you can harness this power to create effective campaigns.Topics covered:   [0:53] Importance of creativity in marketing[5:46] Defining creative marketing[9:41] Steps for developing creative ideas[12:26] Overcoming creative limitations[17:05] How emotional marketing drives action[21:48] Successful creative campaign example   To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Neuromarketing Blog: https://www.neurosciencemarketing.com/blog/articles/emotional-ads-work-best.htm 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 loyalty programs boost spending, especially among light and moderate buyers, when tailored rewards are offered. They learn that customizing incentives based on purchasing habits can enhance a program’s effectiveness.Topics covered:   [00:50] “The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty”[02:30] Loyalty program’s influence on buying patterns[03:15] The difference between light, medium and heavy buyers[04:50] Immediate rewards… for light buyers?[07:15] Loyalty programs resemble a botanical garden To learn more, visit marketingarchitects.com/podcast  Resources: Liu-Thompkins, Yuping. (2007). The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty. Journal of Marketing - J MARKETING. 71. 19-35. 10.1509/jmkg.71.4.19.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Join Elena, Angela, and Rob as they discuss marketing effectiveness with guest Mark Ritson. Topics covered include the importance of research in discovering effective marketing strategies, the impact of AI on advertising, undervaluation of TV advertising, and the enduring lessons of marketing history.

Exploring how psychological targeting enhances digital marketing, matching ads to audience traits for a personalized approach. Topics include targeting social media activity, creating ads based on personality, and sending ads by tracing breadcrumbs. Psychological targeting proves to be an effective strategy in increasing clicks and purchases.

Discover how AI influencers outperform humans, why brand loyalty wanes over time, and the impact of the decoy effect. Explore Share of Voice's link to market share, the allure of large popcorn, and the potential of AI in market research. Prepare to have your marketing beliefs challenged!

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 learn about the value of using irrelevant attributes to set your brand apart from competitors. They explore why even meaningless differentiation can positively impact consumer preference and make your brand memorable.  Topics covered:   [01:05] “Meaningful Brands from Meaningless Differentiation: The Dependence of Irrelevant Attributes.”[01:35] The importance of differentiation in marketing[04:15] Consumers value irrelevant attributes[07:10] Advertising’s impact in differentiation[08:40] Differentiation vs. Distinctive branding  To learn more, visit marketingarchitects.com/podcast  Resources: Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. Carpenter, Gregory S; Glazer, Rashi; Nakamoto, KentJMR, Journal of Marketing Research; Aug 1994; 31, 3; ABI/INFORM Globalpg. 339 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Director of Advanced TV Marrika Zapiler joins the hosts to discuss the rise of Connected TV (CTV) as a top marketing channel in 2024. They cover CTV viewership, ad revenue, marketer sentiment, ad inventory purchasing, costs, targeting options amid declining cookies, and the importance of testing new channels. Learn about the complexities and opportunities of CTV advertising.

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 take a closer look at the impact celebrities have on consumer buying decisions. Plus, they dig into the psychological and biological reasons as to why celebrity endorsements can be so effective.Topics covered:   [00:55] “How Celebrity Status Engaged Direction in Ads Drive Visual Attention to Shape Consumer Decisions” [01:25] Examples of celebrity endorsed products [03:00] Why do celebrity endorsements work? [04:10] Effectiveness is rooted in biology [05:20] Gaze cueing and Gen Z  To learn more, visit marketingarchitects.com/podcast  Resources: D'Ambrogio, Simone & Werksman, Noah & Platt, Michael & Johnson, Elizabeth. (2022). How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions. Psychology & Marketing. 40. 10.1002/mar.21772.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Advertising is on its way out. Or so marketing professor Scott Galloway suggested in his recent interview on the Uncensored CMO podcast. We (naturally) found this concerning. So this week, Elena, Angela, and Rob are taking a good, hard look at whether advertising really impacts business growth. They review how much the biggest and most innovative brands in the world really spend on advertising, how advertising connects brands with customers, and why brand storytelling matters. Topics covered:   [01:00] Galloway’s interview with Jon Evans on Uncensored CMO[06:30] Is advertising as powerful as it used to be?[08:30] What happens when you turn off ads?[13:00] Why even great products need to advertise to stand out[17:00] How Apple has used advertising to grow[21:30] The team’s favorite ad campaigns  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Uncensored CMO Podcast: https://podcasts.apple.com/gb/podcast/scott-galloway-on-the-end-of-the-brand-era/id1486335987?i=1000654133403James Hurman LinkedIn Post: https://www.linkedin.com/feed/update/urn:li:activity:7191932287385587712/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.