The Marketing Architects

Peter Field, an esteemed independent researcher known for his expertise in marketing effectiveness, joins the conversation. He discusses the pitfalls of narrow targeting, asserting that inefficient marketing often fails to reach potential customers. Field highlights TV advertising's enduring power and its necessity for brand trust, even amid the digital age. He underscores the importance of balancing short-term and long-term strategies and explains how broad targeting can actually yield better results. Additionally, he provides insights on maintaining brand power during inflation.

Discover the intriguing connection between brand investments and market value, illustrated through Amazon's advertising strategies. Learn how balanced marketing during economic challenges leads to long-term profitability. Explore the impact of advertising on financial stability and stock price volatility, highlighting the necessity of strategic spending in uncertain times. The discussion reveals that nurturing brand value can pay off, much like tending to a growing tree, promising fruitful returns even during downturns.

Dive into the complex dynamics of the CEO-CMO relationship, where misalignment can hinder growth. Explore surprising statistics about both roles and their perceptions of marketing's impact. Discover common disconnects and effective communication strategies to enhance collaboration. Learn about the confusion in marketing roles and how clear responsibilities lead to better teamwork. Finally, test your knowledge in a fun quiz that highlights key marketing decisions made by leaders!

Explore how personality traits influence responses to personalized ads. Discover the 'Big Five' traits and how self-efficacy plays a role in ad perception. Find out why extroverts and open individuals engage differently with ads. The discussion also highlights the nuances between TV commercials and digital advertising. Marketers can gain key insights on crafting effective campaigns by understanding these consumer behaviors.

Chuck Hengel, Executive Chairman of Misfits and Machines, shares his expertise on how AI is revolutionizing marketing. He discusses whether AI is living up to the hype or slipping into disillusionment. The conversation dives into practical applications, like AI-driven sales coaching and automated brand management. Hengel explores AI's potential for enhancing customer support and content creation, as well as its future role in audio branding and imagery for ads. Insightful and thought-provoking, it's a fascinating look at marketing's AI-driven evolution.

Explore the fascinating ways our brains respond to ads at a neural level. Discover how emotional arousal affects ad effectiveness, revealing that high-arousal ads may be memorable but not always liked. Learn why there’s a disconnect between likability and persuasiveness. Dive into the power of adrenaline in creating lasting memories and how EEG technology is reshaping our understanding of consumer reactions. This discussion bridges academic research with practical insights for marketers.

Chelsea Sumrow, CMO of First American Title and Insurance, brings over 25 years of marketing expertise to the table. She discusses the unique challenge of modernizing a 135-year-old brand while honoring its heritage. Chelsea highlights the importance of building revenue attribution models and moving marketing from a cost center to a revenue driver. She emphasizes empowering teams to be data storytellers and the value of brand perception studies in shaping strategy. Prepare for an enlightening conversation filled with insights on balancing innovation and tradition!

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 Marketing Architects' new report on TV advertising effectiveness, revealing surprising insights about the current state and future of TV.Topics covered:   [00:50] "TV's Future is Much More Than Connected"[03:00] When was TV's golden era?[05:10] Types of TV people watch today[07:45] Growth of live TV viewing[09:15] Streaming trends and consumer preferences[11:30] How streaming is becoming more like linear TV  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Marketing Architects’ Report: TV’s Future is Much More Than Connected. https://www.marketingarchitects.com/blog/tvs-future-is-much-more-than-connected   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Brand spending on market research has been steadily declining, with the latest IPA report showing a 2.9% drop. Why are marketers shying away from one of the best ways to better understand their audience?This week, Elena and Rob talk with Sarah Jordan, CMO of Constant Contact, about the importance of audience research for B2B marketers. Sarah shares insights on marketing to small businesses, measuring marketing's impact on growth, and why she believes the concept of "marketing-generated vs. sales-generated" leads needs to go.Topics covered: [01:00] Constant Contact's unique small business audience[07:00] Marketing's role as a growth driver at Constant Contact[12:30] How Constant Contact measures marketing effectiveness[15:45] The importance of market research for understanding customers[20:00] Sarah's most contrarian marketing opinion[22:00] Making customer-centric marketing decisions  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2023 MarketingWeek Article: https://www.marketingweek.com/protecting-research-budgets-matters/ 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 a brand's customer age profile impacts its success. They discuss why attracting both young and old consumers is crucial for long-term growth and stability.Topics covered:   [00:55] "Ageism Kills Brands"[01:55] New brands attract younger buyers[04:15] Why young-only appeal can lead to failure[05:25] Dead brands skew younger[06:20] The importance of age-diverse customers[07:50] Examples of age-transcendent products  To learn more, visit marketingarchitects.com/podcast  Resources: Anesbury, Z. W., Bellman, S., Driesener, C., & Page, B. (2021). Ageism Kills Brands. Australasian Marketing Journal, *29*(4), 350-365. https://doi.org/10.1177/18393349211017316   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.