The Marketing Architects

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 the relationship between marketers' intuition and data-driven decisions in ad effectiveness. Listen in as they discover whether instincts or analytics offer the best path to advertising success. Topics covered:   [00:40] “Marketers' Intuitions About the Sales Effectiveness of Advertisements”[01:00] Predicting effective ads is no better than random chance[04:25] Intuition versus analytics[05:45] The horse racing metaphor[06:25] Pushback for CMOs[07:40] The importance of pretesting To learn more, visit marketingarchitects.com/podcast  Resources: Nicole Hartnett, Rachel Kennedy, Byron Sharp and Luke Greenacre (2016), "Marketers' Intuitions about the Sales Effectiveness of Advertisements", Journal of Marketing Behavior: Vol. 2: No. 2–3, pp 177-194. http://dx.doi.org/10.1561/107.00000034  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Does mass reach marketing still have value in a world where digital advertising lets brands target their bullseye customer alone?This week, Elena, Angela, and Rob are discussing the importance of broad reach for business growth, driving long-term demand, and truly effective marketing. Inspired by P&G’s Mark Pritchard’s recent comments on what efficient and effective marketing looks like, they’re talking about everything from the origins of mass reach marketing to reach strategies on digital vs traditional channels.Topics covered:  [01:00] P&G’s Mark Pritchard on reach and growing your market[05:30] The origin of broad reach marketing[09:00] Why marketing channels have different superpowers[11:30] Why engaging decision influencers matters[17:00] High reach only works when it’s efficient and high-quality[21:00] Creative best practices for high reach campaigns  To learn more, visit marketingarchitects.com/podcast  Resources: 2024 Performance Marketing World Article: https://www.prweek.com/article/1867218/p-gs-marc-pritchard-the-currency-matters-sales-dollars 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 the reasons behind TV advertising's ongoing success—despite all the buzz around digital. Learn more about Peter Field's insights into why TV ads remain a critical part of successful marketing strategies.Topics covered:  [00:55] “Why TV is at the Heart of Effectiveness... and What it Will Take to Keep it There”[02:15] Is TV dead?[04:45] TV’s delivers slow decay attention[07:50] TV’s emotional clout[09:25] TV is a trusted media source[10:20] Marketing is like a garden To learn more, visit marketingarchitects.com/podcast  Resources: https://www.thinkbox.tv/research/nickable-charts/effectiveness-and-planning/tv-at-the-heart-of-effectiveness-by-peter-field#   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Exploring the surge in political ad spend for 2024, the impact on media availability, importance of TV in political ads, and the historical evolution of political advertising. Also discussing the differences between national and local media buying, focus groups vs online testing for political ads, and potential celebrity political campaigns.

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 advertising can impact stock prices and boost investor confidence. Research shows successful campaigns often lead to higher stock values by showcasing a company's market presence and consumer demand.Topics covered:   [00:50] “The Impact of Advertising on a Company’s Stock Price”[02:10] Stock price is a good metric for judging company success[03:20] Advertising decisions for customers vs investors[04:50] Do investors recognize the future impact of marketing actions?[08:10] Stock price movement benefits and drawbacks[09:30] Afterthoughts on the study and TV Advertising To learn more, visit marketingarchitects.com/podcast Resources: Srinivasan, Shuba and Hanssens, Dominique M, The Impact of Advertising on a Company’s Stock Price (September 8, 2023). Available at SSRN: https://ssrn.com/abstract=4694164 or http://dx.doi.org/10.2139/ssrn.4694164 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Jordan Rossler, Director of Analytics, joins Elena and Angela to discuss accurate attribution for brand marketing channels. They explore using multiple attribution models, challenging data with a skeptical mindset, and the importance of clear test structures. Topics include TV attribution report, Micro-Macro-Business framework, and the use of various models for measuring TV impact.

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.Once upon a time, Elena and Rob decided to explore the meaning of “brand love” and the use of powerful storytelling. They discovered that brands with a strong story create meaningful connections and fuel brand loyalty. Topics covered:   [00:46] “The Role of Storytelling in the Creation of Brand Love”[01:14] Examples of storytelling[03:42] Does storytelling lead to brand love?[04:15] What is brand love?[05:43] Storytelling in advertising[07:00] Emotional connection adds value To learn more, visit marketingarchitects.com/podcast  Resources: Dias P, Cavalheiro R. The role of storytelling in the creation of brand love: the PANDORA case. J Brand Manag. 2022;29(1):58–71. doi: 10.1057/s41262-021-00254-6. Epub 2021 Oct 6. PMCID: PMC8494506.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Can marketers tap into psychology to improve the effectiveness of their work? Well, there’s a reason why Dr. Robert Cialdini’s psychology book Influence is a marketing and sales bestseller.Whether you realize it or not, psychological principles are applied in marketing all the time. This week, Elena, Angela, and Rob are reviewing the six psychological lessons found in Dr. Cialdini’s classic book. They cover how marketers can use these principles for good (not evil) and how they show up in everything from customer reviews to subscription models.Topics covered:   [01:30] The history of Influence at Marketing Architects[03:30] Why we feel obligated to return favors[06:00] How consistency shows up in subscription models[10:00] The power of social proof[12:30] Everyone is more influenced by people they like[16:30] How authority affects buying decisions[18:45] Why scarcity increases desirability  To learn more, visit marketingarchitects.com/podcast  Resources: 2016 Forbes Article: https://www.forbes.com/sites/ajagrawal/2016/06/02/why-every-marketer-should-read-influence-the-psychology-of-persuasion/?sh=4c73d5b56d0c  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 why some brand names are better than others. Like how the rhythmic and repetitive sounds of names like Coca-Cola, Kit Kat, and Lululemon can sway our feelings and decisions to buy.Topics covered:   [00:54] “The Sound of Brands”[02:23] How to choose the right brand name[04:48] Ice cream and... cat litter?[05:56] How suppressed emotions affect brand name reactions [06:35] How much rhyme is too much?[07:00] Positive effect and sound repetition make a differenceTo learn more, visit marketingarchitects.com/podcast  Resources: Argo, Jennifer & Popa, Monica & Smith, Malcolm. (2010). The Sound of Brands. Journal of Marketing - J MARKETING. 74. 97-109. 10.1509/jmkg.74.4.97.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Exploring the impact of AI on advertising and the influence of Gen Z on marketing trends. Discussing the limitations of VR and the shift towards short-form video ads. Contemplating the choice between traveling to the future or the past.