The Marketing Architects

Creative campaigns are struggling in effectiveness, with dull ads costing brands significantly. The conversation dives into why strategic planning is essential before creativity kicks in. It highlights the need for powerful audience insights and the role of attention in advertising. Curious about the role of AI? Discover how it might help streamline creative processes. Plus, real-world examples show how effective storytelling can make campaigns memorable and engaging.

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 cultural imprinting helps brands grow quickly by shifting societal perceptions rather than individual opinions. They reveal why mass media channels remain crucial for building common knowledge about brands.Topics covered:   [01:00] "Branding Cheat Codes for Explosive Growth"[02:45] How cultural signals influence purchase decisions[04:10] Understanding the third-person effect[05:30] Why mass media outperforms digital for cultural imprinting[07:15] The challenge of crafting culturally resonant messages  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Williams, R. (n.d.). Branding cheat codes for explosive growth. Wizard of Ads. Retrieved from https://wizardofads.org/branding-cheat-codes-for-explosive-growth/   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Explore the intriguing shift away from traditional hourly billing by agencies, as only 24% of marketers find it appealing. Discover why the term "agency" could vanish within three years and how AI is transforming partnerships. Listen in on the discussion about hybrid models combining in-house teams with specialists for greater effectiveness. Dive into consumer preferences regarding AI interactions and envision the future of marketing, which may favor smaller, innovative agencies driven by data and automation.

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 affects consumers' sensitivity to price changes, particularly for premium and niche brands. They discover that even competitors' ads can benefit your brand by increasing category attention.Topics covered: [01:00] "Advertising's Long-Term Impact on Brand Price Elasticity Across Brands and Categories"[02:30] How brand equity influences pricing power[03:00] Price elasticity explained[05:00] Which brands benefit most from advertising[06:45] The seasoning effect of category advertising[08:15] How luxury brands approach advertising differently  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Ataman, M. B., Pauwels, K., Srinivasan, S., & Vanhuele, M. (2016). Advertising’s Long-Term Impact on Brand Price Elasticity Across Brands and Categories. SSRN. Retrieved from SSRN.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Broadcast TV accounts for 94% of all attention-weighted video advertising. While a YouTube ad garners just 4.5 seconds of attention on average and a Facebook ad only one second, a TV commercial commands a full 15 seconds of active viewer attention.Elena, Angela, and Rob reveal four secrets to TV advertising success that most marketers don't know. They explore why TV remains the most effective marketing channel, discuss how audio drives TV commercial performance, and explain why traditional media buying methods are becoming obsolete. Plus, learn why looking beyond immediate results is crucial for measuring TV's true impact on business growth.Topics covered: [01:00] TV delivers 2.6x more market share growth than campaigns without it[03:00] Why 74% of households watch both linear and streaming TV[06:00] The surprising power of audio in TV commercials[14:00] How AI-driven media buying provides 2-3x more reach[19:00] Why TV's most important results aren't immediate[20:00] The ideal split between performance and brand marketing[22:00] Tips for measuring TV campaign effectiveness  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2024 TV's Future is Much More Than Connected Report: 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.

Elena and Rob dive into an intriguing eBay experiment that challenges the effectiveness of paid search ads. They uncover that many brand-keyword ads target customers who would have found the site organically. Surprisingly, non-branded keywords can even result in negative ROI. The hosts discuss how frequent buyers react to these ads and why established brands may need to reassess their strategies. Plus, they share humorous takes on the differences between clicking on paid and organic search results, setting the stage for deeper insights.

Marketers reflect on their predictions for 2024 and dive into what 2025 holds. Key discussions include the rise of zero-click content and the importance of balancing offline and digital strategies. There’s a lively exploration of how AI is reshaping the marketing agency landscape, leading to an identity crisis for some. The need to rethink targeting strategies for better ROI and growth is highlighted. Plus, there's a fun look at potential trends in space exploration and AI, blending humor with insightful predictions.

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 attention metrics correlate with profitability across different media channels, diving into new research that reveals surprising insights about the relationship between consumer attention and campaign success.Topics covered:   [01:00] "Maximizing Profit Through Attention"[02:00] TV's dominance in attention metrics[05:15] Cinema vs. TV vs. digital attention rates[07:00] Cost per 1000 attentive seconds[08:30] Moving beyond reach and frequency[09:45] The balance of attention and persuasion  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Rooney, R., & Basset, D. (2024). Maximising profit through attention. Ebiquity & Lumen.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Marketing effectiveness topped the charts this year. The most popular marketing articles and podcasts of 2024 centered on marketing fundamentals, effectiveness studies, and evidence-based strategies.Elena, Angela, and Rob analyze which brands demonstrated marketing effectiveness principles in 2024 and saw results. From Uber Eats' consistent TV strategy to Elf Beauty's physical availability dominance, learn what separated winning brands from the rest. Plus, discover why one luxury automotive brand's dramatic repositioning might be the year's biggest marketing misstep. Yep, we’re talking about Jaguar.Topics covered: [02:00] US progress in marketing effectiveness[06:00] How Uber Eats gained market share through TV[10:00] Elf Beauty's path to billion-dollar success[14:00] Liquid Death's earned media strategy[18:00] Why physical availability still matters[29:00] The risks of abandoning brand heritage[36:00] Most memorable ads of 2024  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Bud Light learned the hard way that brand assets matter. Their competitor Modelo grew from $4.8B to $6.1B in revenue while Bud Light fell to $3.6B, proving how quickly the market can shift when brands make controversial moves. And that’s just one example from a year filled with marketing lessons.This week, Elena joins Conor Byrne, host of That's What I Call Marketing, and Marc Binkley and Vassilis Douros from The Sleeping Barber as they break down this year's biggest marketing successes and stumbles. They analyze what made some campaigns soar while others failed, explore how AI is revolutionizing creative testing, and debate whether broad targeting really delivers better results than precision campaigns.Topics covered:  [03:00] Budweiser's Clydesdales comeback and what it means for brand assets [10:00] How ELF Beauty's employee ownership model drives marketing success [13:00] The targeting debate: when broad reach fails [21:00] Why some brand purpose campaigns backfire [37:00] The rise of AI in creative production [42:00] Are Byron Sharp's theories wrong?  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  The Sleeping Barber Podcast: https://podcasts.apple.com/us/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 That’s What I Call Marketing Podcast: https://podcasts.apple.com/ca/podcast/thats-what-i-call-marketing/id1615415427 Marc Binkley’s LinkedIn: https://www.linkedin.com/in/marcbinkley/Vassilis Douros’ LinkedIn: https://www.linkedin.com/in/vassilisdouros/Conor Byrne’s LinkedIn: https://www.linkedin.com/in/conorbyrne/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.