The Marketing Architects

There are more than 130 marketing metrics. But how many really determine marketing effectiveness? Especially for brand-building channels like TV, radio, and print advertising? Unfortunately, there’s no silver bullet when it comes to marketing measurement. But there are ways to design your campaign to be as measurable as possible. And to be more confident in your results. VP of Analytics Matt Hultgren joins Angela and Elena to discuss how measurement best practices have changed and the importance of using multiple models to understand marketing’s full impact. Topics covered: [01:07] Why marketing measurement is so difficult[4:58] Why last touch attribution doesn’t tell the full story[11:10] How to set up a measurable TV test[16:21] Top-down vs bottom-up marketing measurement[20:27] CTV’s ongoing measurement challenges[24:35] The micro/macro/business measurement frameworkTo learn more, visit marketingarchitects.com/podcast. Resources: 2023 The Chartered Institute of Marketing Article 2021 Ruler Analytics Report 2021 Marketing Architects Article Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Budget cuts. Layoffs. Rethinking your entire marketing strategy? The economy can be confusing. How marketers should respond to economic downturns can be equally difficult to navigate. Research shows brands that maintain or increase ad spend during an economic downturn perform better long term. Of course, that’s easier said than done. Angela, Rob, and Elena share advice on how marketers can use economic uncertainty as an opportunity to step into leadership roles and even grow market share for their businesses. And how to get others on board by using data to defend your decisions. Topics covered: [00:58] How Hyundai grew market share during a recession[4:10] What is happening with the economy?[9:58] How are advertisers reacting to economic uncertainty?[14:48] How CMOs can step into leadership roles during a crisis[16:18] Should you advertise during a recession?[18:25] Avoiding tone-deaf messaging To learn more, visit marketingarchitects.com/podcast. Resources: 2023 The Conference Board Article MarketingProfs Article 2023 The Undefeated Marketing Podcast 2023 Forbes Article Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

How do you balance broad reach and highly targeted marketing efforts? Angela and Elena are joined by Chief Creative Officer Rob DeMars to talk about the challenges and opportunities marketers face in finding the right balance for their businesses. Learn how the HurryCane became the best-selling cane in the US only after reaching broad audiences, the history of performance marketing, and the team’s thoughts on Les Binet and Peter Field’s 60/40 rule for balancing brand and sales activation. Hint: there’s not a one-size-fits-all answer. But many marketers lean too far in one direction. Topics covered: [00:45] Developing the HurryCane, the number one cane in the US[05:21] Brand marketing vs performance marketing[09:28] The challenges of highly targeted marketing[13:20] Reviewing the 60/40 rule[22:10] How to choose marketing channels for your business To learn more, visit marketingarchitects.com/podcast. Resources: 2021 MarketingWeek Article 2021 MarketingWeek Article 2021 LinkedIn Article Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

As a marketer, what is the danger of relying too heavily on digital advertising? Angela Voss, Rob DeMars, and Elena Hengel tackle this question in the first-ever episode of The Marketing Architects. Too many businesses are facing the consequences of an overreliance on digital advertising, from ad fraud to limited growth potential. Hear how brands like Airbnb have side-stepped these digital downsides and the importance of having a balanced marketing mix that embraces both digital and traditional channels.Topics covered: [00:00] Introducing The Marketing Architects [03:25] How Airbnb found success with traditional marketing channels [07:55] The risks of digital advertising [11:22] How brands achieve consistent growth [13:54] How traditional channels build memory and trust[16:32] The importance of both traditional and digital marketing channels To learn more, visit marketingarchitects.com/podcast. Resources: 2022 Wall Street Journal Article 2023 AdAge Article 2020 MarketingWeek Article 2022 CNBC Article 2021 Campaign Article Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Remember when Clubhouse was the future of audio and marketers had to get on-board? What about when headlines announced the death of traditional marketing channels? Or that everyone would be taking meetings in the metaverse by 2022? There are a lot of marketing opinions out there. It can be tough to know what’s real and what’s hype that’ll blow over next month.Which is why we created The Marketing Architects Podcast to explore research behind the biggest marketing strategies and find what’s actually proven to work. Each week, hear discussions on marketing accountability, category leadership, the measurability of brand and much more. You can listen to The Marketing Architects starting April 5th on Apple Podcasts, Spotify or wherever you get your podcasts.