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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

25:25

Cheers to 2024 Marketing Trends

The Marketing Architects ·

2023/12/19

Forrester predicts “experience with generative AI” will be written into 20% of new CMO job descriptions next year. They also say brand purpose is out of style and highly practical, results-driven campaigns will soon be in vogue. In this wrap-up episode for the year, Elena, Angela, and Rob are sharing their own predictions for the biggest marketing trends in 2024. From a focus on effectiveness to the growth of traditional marketing channels to AI completely reimagining the ad industry, there’s a lot

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25:43

Mastering QR Codes for Shoppable TV

The Marketing Architects ·

2023/12/12

QR codes achieved mainstream status in 2020. But they're more than just a pandemic fad. In 2022, 83 million US smartphone users scanned the codes. And 3 in 4 consumers say they plan to scan the codes in the future. This week, Elena, Angela, and Rob are joined by Associate Director of Product Optimization Tilly DeNardo to talk about the future of QR codes in TV advertising. The team dives into Marketing Architects’ research on how consumers perceive the codes in advertising and how to create ads that

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30:14

AI and the Future of Ad Agencies

The Marketing Architects ·

2023/12/05

82% of ANA members say their company has an in-house agency. And now generative AI threatens specialized digital agencies. What does the future of ad agencies look like? Do they have a future at all? This week, Elena, Angela, and Rob are joined by SVP Client Growth Dhiren Khemlani to discuss the pros and cons of in-housing, the impact of AI on agencies, and the importance of remaining agile and adaptable. Finally, they predict what agencies will look like in the next decade. Or if agencies will be

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29:45

Marketing to the CFO

The Marketing Architects ·

2023/11/28

Only 22% of CMOs feel they have a collaborative relationship with their CFO. And only 39% of financial directors have confidence their marketing team will make smart commercial decisions. The numbers, well, aren’t great. To uncover the reason for this disconnect, Elena, Angela, and Rob are joined by CFO Brent Longval. Together, they explore why marketing and finance can end up at opposite ends of the table and how learning to speak the same language can close the gap. There’s work to do on both

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25:18

Planning a Merry Holiday Shopping Season

The Marketing Architects ·

2023/11/21

This summer, consumers dug into their wallets to attend concerts, watch movies in theaters, and enjoy sporting events in person. But as economic concerns grow, can the summer’s spending keep up for retailers’ crucial holiday sales season? This week, Elena, Angela, and Rob are joined by Strategy Director Kyle Lewis to discuss the trends retailers can expect during the holiday shopping season and how they can cultivate positive experiences to support sales going into 2024. Starting with the fact that

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20:35

How to Create Sticky Digital Advertising

The Marketing Architects ·

2023/11/14

Do digital ads have your attention, really? What about your audience’s attention? Marketers have shifted from traditional channels to digital ones—but the long-term returns of TV, radio, and print have been difficult to replicate. According to Data2Decisions and DDB, digital attribution techniques overestimate the business effects of search by a factor of two and underestimate the impact of TV by a factor of 10. In this week’s episode, Rob, Angela, and Elena discuss digital advertising’s

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21:43

Avoiding the Google Tax with SEM

The Marketing Architects ·

2023/11/07

In 2023, Google will rake in $57 billion from search. Their dominance in the market has left marketers heavily dependent on Google’s platform even as prices rise, making it both necessary for success online... and a massive headache. This week, Elena and Rob are joined by Director of Analytics Jordan Rossler to discuss how marketers can improve the effectiveness of their SEM investment—while reducing their dependence on Google. Because no brand that wants to compete online can fully avoid Google

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25:12

Research Says You’re Targeting the Wrong People

The Marketing Architects ·

2023/10/31

Despite a surplus of data and advanced targeting capabilities, marketers aren't targeting as well as we think we are. And it’s hurting performance. IJRM recently found many targeted campaigns have to double their click-through rate to outperform untargeted ones. Another study from Truthset discovered nearly half of data used for ad targeting is incorrect. So is targeting really what marketers have been promised? This week, Angela, Elena, and Rob dig into the classic targeting vs reach debate to

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28:44

Closing the Creativity Gap

The Marketing Architects ·

2023/10/24

Despite a heightened focus on growth, businesses frequently sideline creativity. Even though unconventional thinking is exactly what’s needed to reach new levels of success. Demand for chief creative officers has declined by 4% since 2018. And marketing roles increasingly prioritize analytical skills over creative talent. This week, Rob and Elena are joined by Chief Creative Officer Steve Babcock to discuss the growing creativity gap and how to fix it. Surprisingly, the answer might not be about

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28:06

7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi

The Marketing Architects ·

2023/10/17

How do you defend marketing’s value through economic changes, a narrowing focus on ROI, and changing ideas about how to build a memorable brand? This week, Elena and Angela are joined by Mary Kyriakidi, Global Thought Leader at Kantar. Mary is the author of Kantar’s evidence-based report “Modern Marketing Dilemmas” which explores some of the most contentious and widely debated topics in marketing today... and what the research says about those topics’ answers. Topics covered: [02:30] How common

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22:26

How to Invest in Emerging Marketing Channels

The Marketing Architects ·

2023/10/10

Connected TV. Podcasts. TikTok. Even virtual reality. They all offer advertisers new opportunities to reach potential customers. But emerging channels are inherently risky. This week, Elena, Angela, and Rob dig into eMarketer’s report on the mismatch between the channels consumers spend time with and those marketers invest in most. They also explain why that mismatch can sometimes be the right decision. Because with emerging channels, starting small is often a smart approach, even if you fall behind

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22:45

What Prevents Your Team from Achieving Marketing...

The Marketing Architects ·

2023/10/03

The term "marketing effectiveness" has gained attention lately, but what does it really mean? And what’s stopping marketers from developing truly effective work? The World Federation of Advertisers (WFA) recently investigated this exact question with a survey of more than 300 marketers. This week, Angela, Rob, and Elena are breaking down the definition of marketing effectiveness, discussing the findings of the WFA’s report, and sharing their own thoughts on how to reach, measure, and educate others

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23:54

Barbie, Lightning Strikes, and High-Impact Marketing...

The Marketing Architects ·

2023/09/26

Marketers have been overwhelmed with lessons from the success of the Barbie movie’s marketing strategy. But those lessons only go so far if you don’t have a 150-million-dollar budget to spend. This week, Rob, Angela, and Elena explore why Barbie’s marketing was so successful and how other marketers could replicate the principles of Barbie’s strategy with smaller budgets. They’re discussing category design, lightning strikes, and the importance of making bold strategic moves to stand out from

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23:46

Emotion is Advertising’s Untapped Performance Lever

The Marketing Architects ·

2023/09/19

Research from System1 and Pinterest found that digital ads rated highly for emotion resulted in a staggering 90% average increase in brand favorability. And this isn’t the first time research has proven emotion’s effects on ad performance. The IPA reports that 43% of emotional ad campaigns lead to very large business effects across sales, market share, loyalty and new customers, compared to only 23% of rational campaigns. Clearly, emotion is a valuable creative lever. But how do you use it well

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26:05

How to Speak Marketing to the C-Suite with John Wojcik

The Marketing Architects ·

2023/09/12

Nearly half of marketers believe senior stakeholders focus too much on ROI. Because while it’s the top metric the C-Suite cares about, ROI alone doesn’t show marketing’s full impact.Proving marketing’s value to the business isn’t a new challenge. But it is a persistent one. This week, Elena and Angela are joined by John Wojcik, VP New Business and Solution Development at Brother USA and former CMO at The Zebra, to discuss strategies marketers can use to communicate the value of their work to larger

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31:24

Rethinking B2B Advertising with The B2B Institute’s...

The Marketing Architects ·

2023/09/05

Based on an analysis of 2,500 B2B ads, one thing is very clear: B2B needs a new creative formula, one that’s actually effective. This week, Ty Heath, Director of Market Engagement at The B2B Institute, a think tank funded by LinkedIn, joins Angela, Rob, and Elena to talk about why B2B advertising struggles with creative effectiveness. They cover why marketing to businesses is still marketing to people and explore the ABLE formula’s guide to developing B2B creative that people will remember. Topics

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19:23

Effective TV Advertising Part 3—Driving Brand and...

The Marketing Architects ·

2023/08/29

The battle over whether marketers should focus on sales or brand results has raged for years now. But while many marketers are now embracing both, this philosophy of “bothism” has only recently been applied to TV advertising.This week, VP Client Growth Devan Futterer joins Elena and Angela to talk about ways they’ve seen brands set up TV campaigns to drive both long- and short-term results. It starts with a media strategy optimized for reach, requires thoughtfully produced creative, and of course,

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20:25

Effective TV Advertising Part 2—Cost Determines ROI

The Marketing Architects ·

2023/08/22

Targeting the right customer at the right time is a marketer’s dream—but only if the price is right.This is the second of three episodes reviewing a report released by Marketing Architects called “Reach, Revenue and ROI: 3 Principles for Effective TV Advertising.” This week, Elena and Rob are joined by VP of Analytics Matt Hultgren to talk about the tradeoffs between targeting and cost, the importance of reach in a media plan, and how to leverage technology to get the most out of traditional media

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20:51

Effective TV Advertising Part 1—Reach Over Targeting

The Marketing Architects ·

2023/08/15

Why would anyone market to those who aren’t likely to buy right away or who don’t fit perfectly within your ICP? Actually, there are multiple reasons.This is the first of three episodes reviewing a report released by Marketing Architects called “Reach, Revenue and ROI: 3 Principles for Effective TV Advertising.” This week, Elena, Angela, and Rob are joined by Chief Client Officer Whitney Stratten to talk about the power of broad reach marketing, how reach builds mental availability, and how clients

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26:33

Brand Awareness vs Affinity – Which Drives Brand Growth?

The Marketing Architects ·

2023/08/08

Awareness vs affinity. Reach vs resonance. Even customer acquisition vs loyalty. The debate has many names, and it’s clearly not going anywhere. But what if everyone’s right?This week, Elena, Angela, and Rob are joined by SVP Brand Strategy Catrina McAuliffe to break down the purpose of both brand awareness and affinity. Because one thing is very clear: this is far from a simple debate. They’re talking through the definitions of awareness and affinity, the importance of both, how to measure them,

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239 results

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