The Marketing Architects

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.

Exploring the science behind viral content, the podcast discusses the role of emotions in driving sharing. High arousal emotions like awe and anger increase sharing, and positivity is contagious. Real-life examples, including Apple's controversial ad, highlight the power of authentic and impactful marketing content.

Brace yourselves. This week, we’re covering a highly debated marketing topic: targeting strategy. Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland to talk about misconceptions around narrow vs broad targeting, problems with hypertargeting, and how CTV targeting is changing the game for TV advertisers. Plus, hear about a new targeting method Dan created with the help of machine learning, called Smart Targeting. Topics covered:   [01:30] Mark Ritson vs Byron Sharp on targeting[02:30] The cost of broad targeting[08:00] Brand vs performance marketing[12:00] Types of targeting for connected TV[15:45] Targeting on CTV vs digital advertising[17:30] Fees behind third-party targeting[19:30] How machine learning can help solve targeting  To learn more, visit marketingarchitects.com/podcast  Resources: 2023 MarketingWeek Article: https://www.marketingweek.com/ritson-sgementation-pointless/ 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 revisit the traditional divide between brand and performance marketing. Then, they explore how advertising effectiveness is now being redefined through three dimensions: scale, efficiency, and time. Topics covered:   [01:20] “Profit Ability 2”[02:20] How much has advertising effectiveness changed?[05:10] Brand versus performance[07:50] How big of an effect do your ads have?[08:40] Budget for impact without waste[10:15] Short- and long-term payback To learn more, visit marketingarchitects.com/podcast Resources: https://www.thinkbox.tv/news-and-opinion/events/the-new-business-case-for-advertisinghttps://assets.ctfassets.net/ptzdhtf6t0jg/1QnN6BTbV16BXEPQojyQEc/57b12e6b4a65150f3fac6bd8c2b7a3df/The_new_business_case_for_advertising_event_slides.pdfhttps://www.warc.com/content/article/Event-Reports/Beyond_brand_vs_performance_The_three_dimensions_of_effectiveness/155612 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Discover the shocking truth about online ad fraud and the massive wastage of marketing budgets in the digital realm. Unpack the dark side of programmatic media buying, delve into the complexities of MFA sites, and learn about the various types of ad fraud plaguing the industry. Explore solutions for preventing wasted ad spend and combating fraudulent activities, all while uncovering Minnesota's quirky laws for a touch of humor.