The Marketing Architects

Explore how personality traits influence responses to personalized ads. Discover the 'Big Five' traits and how self-efficacy plays a role in ad perception. Find out why extroverts and open individuals engage differently with ads. The discussion also highlights the nuances between TV commercials and digital advertising. Marketers can gain key insights on crafting effective campaigns by understanding these consumer behaviors.

Chuck Hengel, Executive Chairman of Misfits and Machines, shares his expertise on how AI is revolutionizing marketing. He discusses whether AI is living up to the hype or slipping into disillusionment. The conversation dives into practical applications, like AI-driven sales coaching and automated brand management. Hengel explores AI's potential for enhancing customer support and content creation, as well as its future role in audio branding and imagery for ads. Insightful and thought-provoking, it's a fascinating look at marketing's AI-driven evolution.

Explore the fascinating ways our brains respond to ads at a neural level. Discover how emotional arousal affects ad effectiveness, revealing that high-arousal ads may be memorable but not always liked. Learn why there’s a disconnect between likability and persuasiveness. Dive into the power of adrenaline in creating lasting memories and how EEG technology is reshaping our understanding of consumer reactions. This discussion bridges academic research with practical insights for marketers.

Chelsea Sumrow, CMO of First American Title and Insurance, brings over 25 years of marketing expertise to the table. She discusses the unique challenge of modernizing a 135-year-old brand while honoring its heritage. Chelsea highlights the importance of building revenue attribution models and moving marketing from a cost center to a revenue driver. She emphasizes empowering teams to be data storytellers and the value of brand perception studies in shaping strategy. Prepare for an enlightening conversation filled with insights on balancing innovation and tradition!

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 Marketing Architects' new report on TV advertising effectiveness, revealing surprising insights about the current state and future of TV.Topics covered:   [00:50] "TV's Future is Much More Than Connected"[03:00] When was TV's golden era?[05:10] Types of TV people watch today[07:45] Growth of live TV viewing[09:15] Streaming trends and consumer preferences[11:30] How streaming is becoming more like linear TV  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Marketing Architects’ Report: TV’s Future is Much More Than Connected. 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.

Brand spending on market research has been steadily declining, with the latest IPA report showing a 2.9% drop. Why are marketers shying away from one of the best ways to better understand their audience?This week, Elena and Rob talk with Sarah Jordan, CMO of Constant Contact, about the importance of audience research for B2B marketers. Sarah shares insights on marketing to small businesses, measuring marketing's impact on growth, and why she believes the concept of "marketing-generated vs. sales-generated" leads needs to go.Topics covered: [01:00] Constant Contact's unique small business audience[07:00] Marketing's role as a growth driver at Constant Contact[12:30] How Constant Contact measures marketing effectiveness[15:45] The importance of market research for understanding customers[20:00] Sarah's most contrarian marketing opinion[22:00] Making customer-centric marketing decisions  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2023 MarketingWeek Article: https://www.marketingweek.com/protecting-research-budgets-matters/ 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 a brand's customer age profile impacts its success. They discuss why attracting both young and old consumers is crucial for long-term growth and stability.Topics covered:   [00:55] "Ageism Kills Brands"[01:55] New brands attract younger buyers[04:15] Why young-only appeal can lead to failure[05:25] Dead brands skew younger[06:20] The importance of age-diverse customers[07:50] Examples of age-transcendent products  To learn more, visit marketingarchitects.com/podcast  Resources: Anesbury, Z. W., Bellman, S., Driesener, C., & Page, B. (2021). Ageism Kills Brands. Australasian Marketing Journal, *29*(4), 350-365. https://doi.org/10.1177/18393349211017316   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Jason Ing, the CMO of Gusto with a stellar background at P&G, Microsoft, and Amazon, joins the discussion on essential marketing strategies. He emphasizes how 90% of buyers stick to their initial vendor list, highlighting the importance of brand presence. The conversation dives into the nuances between B2B and B2C marketing, effective measurement techniques, and the need for a customer-centric approach. Jason shares his contrarian marketing opinions and lessons from both failures and successes in his career.

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 research challenging the common belief that focusing on heavy buyers is key to driving sales. They discuss how light buyers and non-buyers often hold the most untapped potential for brand growth.Topics covered:   [00:45] "Where is the Brand Growth Potential? An Examination of Buyer Groups"[01:00] Converting light buyers to regular customers[02:15] Breaking down growth potential across buyer groups[03:00] Why light buyers and non-buyers offer more growth opportunity[03:50] Challenging the "retention is cheaper than acquisition" mindset[04:45] Applying findings to real-world brand strategies  To learn more, visit marketingarchitects.com/podcast  Resources: Trinh, G.T., Dawes, J. & Sharp, B. Where is the brand growth potential? An examination of buyer groups. Mark Lett 35, 95–106 (2024). https://doi.org/10.1007/s11002-023-09682-7  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Byron Sharp, a professor of marketing science and director of the Ehrenberg-Bass Institute, joins the discussion on treating marketing as a science. He delves into evidence-based strategies and challenges the myths surrounding marketing effectiveness. Sharp emphasizes the importance of mental availability over immediate sales and argues that TV advertising remains vital amidst digital shifts. He critiques the insularity of American marketing and discusses how luxury brands adhere to the same fundamental rules as mass-market brands.