The Marketing Architects

This discussion shines a light on the dramatic shifts in consumer habits influenced by the COVID-19 pandemic. It touches on the rise of sustainability and ethical purchasing, revealing how these themes are reshaping priorities. The complexities of values versus price sensitivity are explored, especially in light of inflation and changing shopping behaviors. Additionally, the misconceptions around 'Made in America' highlight the disconnect between advertising assumptions and actual consumer choices. Data-driven insights reign supreme in understanding what truly drives purchases.

Shelly Palmer, CEO of The Palmer Group and a professor at Syracuse University, dives into the transformative impact of AI in marketing. He reveals why marketers hesitate to embrace AI, emphasizing that those who resist will struggle against forward-thinking competitors. Shelly discusses the delicate balance between human creativity and AI efficiency, as well as the ongoing copyright debates in the industry. He also explores creative ways to leverage AI tools, showcasing its potential to inspire unique marketing strategies.

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 gender stereotypes in advertising affect viewers of both genders, discovering that these portrayals can create negative cross-gender effects that impact brand perception.Topics covered:   [01:00] "Gender Stereotypes in Advertising Have Negative Cross Gender Effects"[02:00] Male reactions to gender stereotypes in ads[04:35] How stereotypes affect the opposite gender[06:10] The influence of presumed influence[07:25] Role-based vs. physical stereotypes[09:15] Sex appeal vs. stereotypes in advertising  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Åkestam, N., Rosengren, S., Dahlén, M., Liljedal, K. T., & Berg, H. (2021). Gender stereotypes in advertising have negative cross-gender effects. European Journal of Marketing, 55(13), 63-93. https://doi.org/10.1108/EJM-02-2019-0125  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

In healthcare marketing, product and marketing are inseparable. But in many industries, marketers have become disconnected from the products they promote. What does this mean for marketing effectiveness?Exact Sciences CMO Jaime LaMontagne joins Elena and Angela to explore how staying connected to product drives better marketing outcomes. Drawing from her extensive healthcare marketing experience, Jaime shares advice on balancing multiple stakeholders, strict regulations, and evolving patient expectations.Topics covered: [01:00] Why healthcare marketers must understand their products deeply[06:00] Using claims matrices to communicate with different stakeholders[14:00] Balancing creative marketing with healthcare regulations[18:00] How patient empowerment is changing healthcare marketing[23:00] The importance of both brand building and demand capture[30:00] Why marketers should "call their baby ugly"  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2024 MarketingWeek Article: https://www.marketingweek.com/ritson-liquid-death-product/Jaime LaMontagne’s LinkedIn: https://www.linkedin.com/in/jaime-lamontagne-marketing100/Exact Sciences: https://www.exactsciences.com/ Get more research-backed marketing strategies by ubscribing 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 sunlight influences consumer spending habits, revealing that brighter days lead to bigger sales across all product categories.Topics covered:   [01:05] "The Effect of Weather on Consumer Spending"[02:45] How mood impacts purchasing decisions[04:10] Six years of retail data analysis[05:30] Artificial sunlight experiments[08:20] Weather-based marketing opportunities  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Murray, Kyle B., Fabrizio Di Muro, Adam Finn, and Peter Popkowski Leszczyc. "The Effect of Weather on Consumer Spending." Journal of Retailing and Consumer Services, vol. 17, no. 6, July 2010, pp. 512-520. Elsevier, doi:10.1016/j.jretconser.2010.08.006. Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Discover why 36% of brands worry about ad frequency and the surprising truth behind ad fatigue. Learn how positive ads can wear out faster than negative ones and why video ads generally create less fatigue. The conversation dives into the challenges of managing ad frequency, especially in Connected TV, and distinguishes between creative wear-out and genuine ad fatigue. Plus, enjoy a fun discussion on the power of jingles—an exploration of favorites and annoyances that shape brand identity.

On average, millennials stay with an employer for just two years and nine months. But after 17 years leading marketing at CARFAX's Banking and Insurance Group, Jon-Erik Valetti has cracked the code on marketing and sales alignment.In this episode, Elena and Angela explore how Jon-Erik transformed B2B marketing within a major consumer brand. From viewing marketing as a revenue center to building a thought leadership strategy that resonates with millennial buyers who make up 75% of B2B buying teams, learn how the Banking and Insurance Group grew from 11 employees to a major revenue driver for CARFAX. Topics covered:  [01:00] Why millennials job-hop—and what keeps talent long-term [05:00] Creating shared goals between marketing and sales [10:00] Using a flywheel approach to define team roles[15:00] Building B2B brands within a consumer company[20:00] Why modern B2B buyers want self-guided research [24:00] The marketing experiment that led to angry faxes To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2024 MarketingWeek Article: https://www.marketingweek.com/b2b-marketers-conflict-with-sales/ Jon-Erik's LinkedIn: https://www.linkedin.com/in/jonerikv/CARFAX Marketing Flywheel: https://514871.fs1.hubspotusercontent-na1.net/hubfs/514871/CarFax%20Marketing%20Flywheel.png 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 customer participation in product assembly or creation can significantly boost perceived value and brand attachment, even when the result isn't perfect.Topics covered:   [01:00] "The IKEA Effect: When Labor Leads to Love"[02:00] How DIY assembly affects willingness to pay[03:15] The universal appeal across DIY skill levels[04:00] When the IKEA effect backfires[06:45] Applications beyond physical products[07:30] AI collaboration and user engagement  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Working Paper, No. 11-091, 2011.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

For 90 years, Amica Insurance only accepted new customers through referrals. Then they opened their doors to everyone—and discovered they had less than 3% national brand awareness. For a direct-to-consumer insurance company, this sparked a complete marketing transformation.This episode, Elena, Angela, and Rob are joined by Tory Pachis, SVP of Marketing at Amica Insurance, to explore how he built the case for brand investment during one of the industry's most unprofitable years. Learn why Amica chose emotion over humor in their creative strategy, how they've doubled website visitors year-over-year, and what their Boston Celtics partnership means for growth.Topics covered: [01:00] Should brand and performance remain separate?[08:00] Transitioning from referral-only to mass marketing[14:00] How TV improves paid search efficiency[20:00] The strategy behind the Celtics partnership[24:00] Moving beyond cost-per-policy metrics[31:00] Why long-form advertising still matters To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resource:  2024 MarketingWeek Article: https://www.marketingweek.com/performance-branding-no-such-thing/Connect with Tory: https://www.linkedin.com/in/tory-pachis-7106064/ 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 brands have lost their cultural authority and face growing consumer resistance. They discuss why authenticity matters more than ever and what it means for marketing strategy.Topics covered:   [01:00] "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding"[02:00] How brand influence has shifted from top-down to consumer-driven[04:00] Cultural engineering and its downfall[05:00] The rise of postmodern consumer culture[08:00] Strategies for authentic brand engagement[09:30] Moving beyond calculated authenticity  To learn more, visit marketingarchitects.com/podcast  Resources: Holt, Douglas B. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding." Journal of Consumer Research, vol. 29, no. 1, June 2002, pp. 70-90. Oxford University Press. Available on JSTOR, https://www.jstor.org/stable/10.1086/339922.   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.