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PODCAST

The Marketing Architects

Marketing Architects

Introducing a research-first podcast that builds revenue, not condos.Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

business marketing

All Episodes

11:56

Nerd Alert: The Power of Meaningless Marketing

The Marketing Architects ·

2024/06/13

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 learn about the value of using irrelevant attributes to set your brand apart from competitors. They explore why even meaningless differentiation can positively impact consumer preference and make your brand memorable. Topics covered: [01:05]

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33:36

Why CTV’s the Hottest Marketing Channel of the Year

The Marketing Architects ·

2024/06/11

Connected TV is one of the most popular new marketing channels of 2024. According to eMarketer, CTV ad revenue will reach $28 billion this year. But it’s also one of the most complex and confusing channels. This episode is dedicated to fixing that. Elena, Angela, and Rob are joined by Director of Advanced TV Marrika Zapiler to break down how CTV works and why it’s attracting so much attention right now. Plus learn how to work around the channel’s complexities to drive performance with CTV campaigns,

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9:36

Nerd Alert: The Psychology Behind Celebrity Endorsements

The Marketing Architects ·

2024/06/06

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 take a closer look at the impact celebrities have on consumer buying decisions. Plus, they dig into the psychological and biological reasons as to why celebrity endorsements can be so effective.Topics covered: [00:55] “How Celebrity Status Engaged

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25:40

Is the Era of Advertising Over?

The Marketing Architects ·

2024/06/04

Advertising is on its way out. Or so marketing professor Scott Galloway suggested in his recent interview on the Uncensored CMO podcast. We (naturally) found this concerning. So this week, Elena, Angela, and Rob are taking a good, hard look at whether advertising really impacts business growth. They review how much the biggest and most innovative brands in the world really spend on advertising, how advertising connects brands with customers, and why brand storytelling matters. Topics

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11:55

Nerd Alert: What Makes Content Go Viral?

The Marketing Architects ·

2024/05/30

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 what drives us to click and share online content. Is virality just luck, or is it strategic? Discover how emotions and planning play a part.Topics covered: [00:50] “What Makes Online Content Viral”[01:25] What makes something go

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27:51

What Smart Targeting Looks Like

The Marketing Architects ·

2024/05/28

Brace yourselves. This week, we’re covering a highly debated marketing topic: targeting strategy. Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland to talk about misconceptions around narrow vs broad targeting, problems with hypertargeting, and how CTV targeting is changing the game for TV advertisers. Plus, hear about a new targeting method Dan created with the help of machine learning, called Smart Targeting. Topics covered: [01:30] Mark Ritson vs Byron Sharp on targeting[02:30] The

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14:24

Nerd Alert: The Three Dimensions of Effectiveness

The Marketing Architects ·

2024/05/23

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 revisit the traditional divide between brand and performance marketing. Then, they explore how advertising effectiveness is now being redefined through three dimensions: scale, efficiency, and time. Topics covered: [01:20] “Profit Ability

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25:48

The Insane Waste Behind Online Advertising

The Marketing Architects ·

2024/05/21

Did you know marketers will spend more than $650 billion on online ads this year? Or that a surprisingly massive chunk of this spending will be completely wasted?This week, Elena, Angela, and Rob discuss Bob Hoffman’s recent book, Inside the Black Box, which highlights one of the dark sides of online advertising—ad fraud. As marketers, we all know ad fraud is a problem. But it might be even worse than we thought. Shockingly, WFA says that by 2025, ad fraud may be the second largest source of

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10:07

Nerd Alert: How Accurate is Marketers’ Intuition?

The Marketing Architects ·

2024/05/16

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 discuss the relationship between marketers' intuition and data-driven decisions in ad effectiveness. Listen in as they discover whether instincts or analytics offer the best path to advertising success. Topics covered: [00:40] “Marketers'

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26:18

Getting Real about Reach

The Marketing Architects ·

2024/05/14

Does mass reach marketing still have value in a world where digital advertising lets brands target their bullseye customer alone?This week, Elena, Angela, and Rob are discussing the importance of broad reach for business growth, driving long-term demand, and truly effective marketing. Inspired by P&G’s Mark Pritchard’s recent comments on what efficient and effective marketing looks like, they’re talking about everything from the origins of mass reach marketing to reach strategies on digital vs

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12:41

Nerd Alert: TV’s Role in Effectiveness

The Marketing Architects ·

2024/05/09

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 the reasons behind TV advertising's ongoing success—despite all the buzz around digital. Learn more about Peter Field's insights into why TV ads remain a critical part of successful marketing strategies.Topics covered: [00:55] “Why TV is

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19:22

Let’s Get Political (in Advertising)

The Marketing Architects ·

2024/05/07

Ready to talk politics? Well, political advertising anyway. This week, Elena, Angela, and Rob are exploring how marketers should think about the impact of political ad spend in 2024. (There’s no actual politics allowed). This year, US political ad spend is expected to surpass $12 billion, setting a new record... That’s triple what was spent on the 2016 election, and it’s already affecting media availability. Topics covered: [01:00] The state of US political spend in 2024[02:00] How will political

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12:29

Nerd Alert: Advertising’s Impact on Stock Price

The Marketing Architects ·

2024/05/02

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 can impact stock prices and boost investor confidence. Research shows successful campaigns often lead to higher stock values by showcasing a company's market presence and consumer demand.Topics covered: [00:50] “The Impact

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26:03

How to Measure Brand Marketing

The Marketing Architects ·

2024/04/30

63% of TV advertisers doubt their ability to accurately measure TV’s impact. And it’s not just TV. Top-of-funnel marketing channels are notoriously hard to evaluate.But accurate attribution isn’t impossible. This week, Elena and Angela are joined by Director of Analytics Jordan Rossler to break down the report “Everything Wrong with TV Measurement.” They’re covering attribution best practices for brand marketing channels, including the importance of using multiple attribution models to determine

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13:14

Nerd Alert: How Storytelling Creates Brand Love

The Marketing Architects ·

2024/04/25

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.Once upon a time, Elena and Rob decided to explore the meaning of “brand love” and the use of powerful storytelling. They discovered that brands with a strong story create meaningful connections and fuel brand loyalty. Topics covered: [00:46] “The Role of Storytelling in the

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24:03

What Does Psychology Tell Us About Marketing?

The Marketing Architects ·

2024/04/23

Can marketers tap into psychology to improve the effectiveness of their work? Well, there’s a reason why Dr. Robert Cialdini’s psychology book Influence is a marketing and sales bestseller.Whether you realize it or not, psychological principles are applied in marketing all the time. This week, Elena, Angela, and Rob are reviewing the six psychological lessons found in Dr. Cialdini’s classic book. They cover how marketers can use these principles for good (not evil) and how they show up in everything

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9:56

Nerd Alert: The Sound of Brands

The Marketing Architects ·

2024/04/18

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 some brand names are better than others. Like how the rhythmic and repetitive sounds of names like Coca-Cola, Kit Kat, and Lululemon can sway our feelings and decisions to buy.Topics covered: [00:54] “The Sound of Brands”[02:23] How to

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22:25

Marketing for the Future

The Marketing Architects ·

2024/04/16

How much has marketing really changed in the last decade? It might not be as much as you think.This week, Elena and Rob are covering what’s next in marketing, from how younger generations are making new demands of businesses to why it's so hard to keep up with the latest AI developments. But they’re also talking about what doesn’t change. And how marketing for the future is sometimes about focusing on fundamentals. Topics covered: [01:15] Some marketing fundamentals never change[04:00] How AI is

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11:18

Nerd Alert: Nostalgia in Advertising

The Marketing Architects ·

2024/04/11

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 are going back in time... sort of. They’re covering nostalgia, what it is, and why it’s become a common and highly effective tool in advertising.Topics covered: [00:45] “An Involvement Explanation for Nostalgia Advertising Effects”[01:00] How some

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27:34

B2B Marketing Hard Truths with Peter Weinberg

The Marketing Architects ·

2024/04/09

At any time, only 5% of a B2B company’s potential customers are in-market. That’s a small group. Which means marketing to the other 95% might be pretty important...In this episode, Elena and Angela are joined by Peter Weinberg, former Global Head of Development at The B2B Institute from LinkedIn. They’re talking about the contrarian ideas Peter researched and popularized during his time at LinkedIn, including the 95-5 rule, why tight targeting isn’t always the right choice, and the role of

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238 results

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