The Marketing Architects

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.

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.