Episodios

  • Should Competitors Influence Your Marketing?

    Should Competitors Influence Your Marketing?
    Jul 9 2024
    How much should your competition influence your marketing strategy? When should you focus on them? And when does it make more sense to ignore them?

    In this episode, Elena, Angela, and Rob discuss competition in marketing. Together, they review strategies for brands navigating competitive pressure and share real-world examples of how some companies have positioned themselves against their rivals. Plus, learn why standing out is sometimes easiest when you don’t obsess over your rivals for consumer dollars.

    Topics covered:
    • [1:11] Marketing laws: double jeopardy and duplication of purchase
    • [2:14] Risks of over-focusing on competitors
    • [5:20] Creating and dominating new categories
    • [8:03] Rob's history lesson on category entry points
    • [14:04] Potential pitfalls of rebranding
    • [17:54] Using different channels as a competitive advantage








    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    2018 Building Distinctive Brand Assets Book: https://www.amazon.com/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/

    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
    Más Menos
    25 m
  • How to be a Creative Marketer with Vivienne Wan

    How to be a Creative Marketer with Vivienne Wan
    Jul 2 2024
    Every marketer dreams of crafting unforgettable, creative campaigns. But what does creativity really look like? How can you consistently achieve it? And why do so many campaigns fall short of the mark?

    This week, we’re tackling these questions head-on. Elena, Angela, and Rob are joined by VP of Creative Vivienne Wan to uncover the secrets of creativity in advertising and how you can harness this power to create effective campaigns.

    Topics covered:
    • [0:53] Importance of creativity in marketing
    • [5:46] Defining creative marketing
    • [9:41] Steps for developing creative ideas
    • [12:26] Overcoming creative limitations
    • [17:05] How emotional marketing drives action
    • [21:48] Successful creative campaign example










    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    Neuromarketing Blog: https://www.neurosciencemarketing.com/blog/articles/emotional-ads-work-best.htm

    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    Más Menos
    30 m
  • Nerd Alert: Do Loyalty Programs Work?

    Nerd Alert: Do Loyalty Programs Work?
    Jun 27 2024
    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 how loyalty programs boost spending, especially among light and moderate buyers, when tailored rewards are offered. They learn that customizing incentives based on purchasing habits can enhance a program’s effectiveness.

    Topics covered:
    • [00:50] “The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty”
    • [02:30] Loyalty program’s influence on buying patterns
    • [03:15] The difference between light, medium and heavy buyers
    • [04:50] Immediate rewards… for light buyers?
    • [07:15] Loyalty programs resemble a botanical garden







    To learn more, visit marketingarchitects.com/podcast


    Resources:
    Liu-Thompkins, Yuping. (2007). The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty. Journal of Marketing - J MARKETING. 71. 19-35. 10.1509/jmkg.71.4.19.

    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
    Más Menos
    9 m
  • The Battle for Effectiveness with Mark Ritson

    The Battle for Effectiveness with Mark Ritson
    Jun 25 2024
    Why has America fallen behind the world in marketing effectiveness knowledge? And what can we do to catch up?

    This episode, Elena, Angela, and Rob are joined by professor, consultant, and columnist Dr. Mark Ritson. Based on his experience as both a marketing academic and practitioner, Mark shares his thoughts on the state of marketing effectiveness in the US, what we can learn from the history of marketing, and the importance of balancing research with active testing to discover marketing strategies that really work.

    Topics covered:
    • [04:30] What is marketing effectiveness?
    • [07:30] Why Mark created the Mini MBA
    • [15:00] How AI will change the future of advertising
    • [17:15] Why marketers undervalue TV advertising
    • [21:00] The differences between effectiveness and marketing science
    • [29:30] Marketing fundamentals don’t change







    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    2023 MarketingWeek Article: https://www.marketingweek.com/effectiveness-ignorance-american-marketing/

    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
    Más Menos
    40 m
  • Nerd Alert: Can Psychological Targeting Improve Digital Marketing?

    Nerd Alert: Can Psychological Targeting Improve Digital Marketing?
    Jun 20 2024
    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 psychological targeting enhances digital marketing performance. Together, they explain how matching ads to audience traits can offer a more personalized—and effective—approach.

    Topics covered:
    • [00:45] “Psychological Targeting as an Effective Approach to Digital Mass Persuasion”
    • [01:25] How effective is psychological targeting?
    • [02:55] Targeting social media activity
    • [06:00] Create ads based on personality
    • [07:10] Social media vs. behavioral targeting
    • [09:00] Sending ads by tracing breadcrumbs







    To learn more, visit marketingarchitects.com/podcast


    Resources:
    Matz, Sandra & Kosinski, M. & Nave, Gideon & Stillwell, David. (2017). Psychological targeting as an effective approach to digital mass persuasion. Proceedings of the National Academy of Sciences. 114. 201710966. 10.1073/pnas.1710966114.

    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
    Más Menos
    10 m
  • Marketing Research that’ll Blow Your Mind

    Marketing Research that’ll Blow Your Mind
    Jun 18 2024
    Did you know AI influencers drive more engagement than real humans do? Or that consumers buy less, not more, from your brand the longer they’re a customer? Or why you always buy the large popcorn at the movie theater, even though you’d be happy with a smaller size?

    This episode, Elena, Angela, and Rob are sharing some of their favorite (and most surprising) research on marketing principles and consumer behavior. Plus, they dig into how marketers should apply these learnings to their own strategies and campaigns. Prepare to have your mind blown!

    Topics covered:
    • [01:00] The Law of Buyer Moderation
    • [02:30] Why brand loyalty is hard to maintain
    • [06:00] How the decoy effect changes how we think about options
    • [10:00] AI vs human influencers
    • [13:00] Share of voice’s correlation to share of market
    • [16:45] What is the mere exposure effect?
    • [20:15] How LLMs are changing market research







    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    2010 How Brands Grow Book: https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195573560

    2023 MarketingWeek Article: https://www.marketingweek.com/marketing-experts-effective-share-of-voice/

    2023 Marketing Science Study: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4241291

    The Decision Lab Article: https://thedecisionlab.com/biases/mere-exposure-effect

    The Decision Lab Article: https://thedecisionlab.com/biases/decoy-effect



    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
    Más Menos
    27 m
  • Nerd Alert: The Power of Meaningless Marketing

    Nerd Alert: The Power of Meaningless Marketing
    Jun 13 2024
    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] “Meaningful Brands from Meaningless Differentiation: The Dependence of Irrelevant Attributes.”
    • [01:35] The importance of differentiation in marketing
    • [04:15] Consumers value irrelevant attributes
    • [07:10] Advertising’s impact in differentiation
    • [08:40] Differentiation vs. Distinctive branding







    To learn more, visit marketingarchitects.com/podcast


    Resources:
    Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. Carpenter, Gregory S; Glazer, Rashi; Nakamoto, KentJMR, Journal of Marketing Research; Aug 1994; 31, 3; ABI/INFORM Globalpg. 339

    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
    Más Menos
    12 m
  • Why CTV’s the Hottest Marketing Channel of the Year

    Why CTV’s the Hottest Marketing Channel of the Year
    Jun 11 2024
    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, even as the media landscape continues to change.

    Topics covered:
    • [01:00] Connected TV viewership and ad revenue
    • [03:00] How do marketers feel about CTV?
    • [06:00] The history of streaming and CTV
    • [12:30] How is CTV ad inventory purchased?
    • [19:00] How much does CTV advertising cost?
    • [22:00] Targeting options on CTV as the cookie declines
    • [28:30] The importance of testing new channels








    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    2023 Nielsen Report: https://www.nielsen.com/insights/2023/data-driven-personalization-2023-state-of-play-report/


    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
    Más Menos
    34 m