Afleveringen
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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 creative advertisements can actually hurt the performance of regular ads shown alongside them. They discuss why brands with smaller budgets should still prioritize creativity to avoid getting lost in the mix.
Topics covered:
[01:00] "The Power of Creative Advertising: Creative Ads Impair Recall and Attitudes Towards Other Ads"[03:00] How creative ads affect surrounding regular ads[04:35] The dramatic drop in recall when creative ads are repeated[05:10] Why regular ads are judged more harshly after creative ones[06:30] The "Super Bowl effect" and competitive ad environments[07:00] Creating memorable ads on smaller budgets
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Jin, H. S., Kerr, G., Suh, J., Kim, H. J., & Sheehan, B. (2022). The power of creative advertising: Creative ads impair recall and attitudes toward other ads. International Journal of Advertising, 41(3), 1-21.
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Marketers only accurately predict the outcome of an A/B test 52% of the time. With today's viewers constantly multitasking, creative has seconds—not minutes—to make an impact. But many brands still rely on outdated approaches, leading to forgettable commercials.
In this episode, Elena, Angela, and Rob are joined by Chief Creative Officer Steve Babcock to discuss Marketing Architects' new report on TV creative effectiveness. They explore why strategy must come first, why pretesting is no longer optional, storytelling lessons from marketing effectiveness research, and how AI is enhancing (not replacing) human creativity.
Topics covered:
[01:00] New research on what makes TV creative effective in 2025[05:00] Why the old creative playbook no longer works[08:00] Finding the "elephant in the room" for strategic development[13:00] How AI-powered pretesting is changing creative development[21:00] The cost of "dull" advertising that evokes no emotion[25:00] Using AI as a creative engineering tool[36:00] The future of "shootless" video production
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2025 Marketing Architects Report: https://www.marketingarchitects.com/NewRules
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Zijn er afleveringen die ontbreken?
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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 emotions outweigh logic in advertising effectiveness. They discuss research showing emotional responses are nearly twice as powerful as cognitive factors in driving purchase intent across nearly all product categories.
Topics covered:
[01:00] "The Power of Effect: Predicting Intention"[02:00] Rational vs. emotional decision-making[03:00] The AdSAM non-verbal research tool[05:00] Where emotion dominates across product categories[06:45] The one category where logic outperforms emotion[09:30] Creating ads that evoke the right feelings
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Morris, J. D., Woo, C., Geason, J. A., & Kim, J. (2002). The power of affect: Predicting intention.Journal of Advertising Research, 42(3), 7-17.
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
CTV ad revenue is projected to reach $28 billion this year, but 39% of advertisers still cite transparency in ad placements as a major concern. Is Connected TV delivering on its promises or falling short?
This episode, Elena and Angela are joined by Chief Media Officer Catherine Walstad to discuss the state of CTV advertising. They explore the maturing optimism around streaming TV and share practical advice for navigating this complex but essential channel. Learn why CTV shouldn't be viewed as either brand or performance marketing, but as a powerful complement to linear TV.
Topics covered:
[01:00] CTV usage and ad spend projections through 2026[03:30] Current marketing sentiment around CTV advertising[06:00] Defining CTV, OTT, and streaming terminology[09:00] Is CTV delivering on its ROI promises?[11:00] CTV's role in both brand and performance marketing[18:00] Why CTV advertising has high CPMs and hidden costs[21:00] CTV measurement challenges and solutions[27:00] How fragmentation impacts advertisers and viewers[29:30] Emerging CTV trends like shoppable and interactive ads
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2025 eMarketer Article: https://www.emarketer.com/content/5-things-know-about-ctv-advertising-platforms
2025 Ad Exchanger Article: https://www.adexchanger.com/tv/buyers-say-ctvs-transparency-problem-remains-a-roadblock-to-investment/
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 humor in advertising drives stronger brand recall and sales despite its 37% decline over the past two decades. They reveal why creating memorable, relatable comedy leads to measurable business results.
Topics covered:
[01:00] "What's Working in Humorous Advertising"[02:30] The decline of humor in modern advertising[03:45] Data proving funny ads outperform competitors[05:10] How humor magnifies brand memories[06:05] Why humor drives brand fame[07:20] Balancing humor with brand connection
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
WARC. (2025). What’s Working in Humorous Advertising. WARC Strategy. Retrieved from WARC.
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Only 90% of marketers see an ROI boost when they add brand building to performance marketing. Yet American marketers still struggle to prioritize effectiveness over efficiency, with many optimizing for lower costs rather than long-term business growth.
This week, Elena and Rob are joined by Lexi Wolf, Head of Advisory at WARC North America, to explore how marketing effectiveness is gaining momentum in the U.S. Lexi breaks down key findings from WARC's groundbreaking "Multiplier Effect" research, revealing why brand and performance marketing aren't opposing forces but rather complementary strategies that multiply each other's impact. Plus, learn how top marketers create creative platforms that drive both long-term equity and immediate sales.
Topics covered:
[01:00] The state of marketing effectiveness in the U.S. versus other regions[05:30] Why marketers struggle with marketing marketing itself[10:30] How effectiveness principles should be directional, not prescriptive[17:00] The "advertising doom loop" and how to escape it[20:00] Why strong brands make your entire marketing funnel more efficient[24:00] Creating creative platforms that work for both brand and performance[32:00] Resources for marketers new to effectiveness principles
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2023 WARC Report: https://www.warc.com/newsandopinion/opinion/in-the-us-its-time-to-talk-about-marketing-effectiveness/en-gb/6132
The Multiplier Effect Report: https://page.warc.com/the-multiplier-effect-report
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 uncover what design elements actually drive direct mail success. They explore research showing that opening and keeping mail require different strategies, with personalization playing a critical role in campaign effectiveness.
Topics covered:
[01:00] "The Effects of Mailing Design Characteristics on Direct Mail Campaign Performance"[02:45] The impact of extreme personalization[03:40] Why opening rates don't correlate with keeping rates[05:10] Design elements that increase open rates[06:00] Features that make people keep mail instead of tossing it[07:30] Finding the balance between brand building and direct response
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter
Resources:
Feld, S., Frenzen, H., Krafft, M., Peters, K., & Verhoef, P. C. (2013). The effects of mailing design characteristics on direct mail campaign performance.International Journal of Research in Marketing, 30(2), 143-159. https://doi.org/10.1016/j.ijresmar.2012.07.003
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AI video tools have created lifelike Coca-Cola trucks, festive scenes, and even Angela's face in today's episode. These jaw-dropping demonstrations highlight how rapidly AI video has evolved and the debate this technology is creating.
This week, Elena and Rob are joined by Seth Woodall, Director of AI Visual Arts at Misfits & Machines and creator of the viral "Pepperoni Hug Spot" commercial. Together, they explore the state of AI video creation, misconceptions about the technology, and what's next for marketers looking to incorporate these tools. Plus, discover why AI-powered creative techniques will become standard production methods and indistinguishable from traditionally created work.
Topics covered:
[01:00] The controversy behind Coca-Cola's AI holiday commercial[07:00] How Seth created the viral "Pepperoni Hug Spot" AI commercial[15:45] Why AI video expertise is hard to find in traditional agencies[18:00] Predictions for AI video quality improvements[21:30] AI tools like Comfy UI, Flux and LoRAs[26:00] Common misconceptions about how AI video is created[29:30] The democratization of high-quality video creation
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
NBC News 2024 Article: https://www.nbcnews.com/tech/innovation/coca-cola-causes-controversy-ai-made-ad-rcna180665
Pepperoni Hug Spot Commercial: https://www.youtube.com/watch?v=qSewd6Iaj6I
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 the Dirichlet model challenges common beliefs about brand loyalty. They reveal why most consumers aren't deeply loyal to specific brands and why reaching new customers matters more than increasing loyalty.
Topics covered:
[01:00] "The Dirichlet: A Comprehensive Model of Buying Behavior"[02:00] What products do we buy without brand loyalty?[03:45] How brand share predicts buying behavior[04:30] Why acquisition drives loyalty, not vice versa[05:00] Most buyers are light buyers who purchase infrequently[06:00] The shocking truth about Coca-Cola's customer base
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Goodhardt, G. J., Ehrenberg, A. S. C., & Chatfield, C. (1984). The Dirichlet: A comprehensive model of buying behaviour.Journal of the Royal Statistical Society: Series A (General), 147(5), 621–655.
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
In Peter Field's article "Challenger Thinking is How Brands Drive Growth," he states that challenger brands aren't born just from unique founders or lucky circumstances. Challenger thinking is actually how brands grow.
This week, Elena and Angela are joined by Marketing Architects founder Chuck Hengel to talk about marketing like a challenger brand. Chuck shares stories from creating and marketing HurryCane (the first walking cane to stand on its own) and Stuffies (a children's toy with hidden pockets), revealing key insights about broad audience targeting, distinctive brand assets, and why every department contributes to marketing success.
Topics covered:
[01:00] What defines a challenger brand[04:45] Why marketing should connect to every business function[09:00] The consumer insight that created the HurryCane[14:00] The importance of brand fame and broad mental availability[16:00] Finding and targeting the right audience for Stuffies[22:00] The power of "smashable branding" and distinctive assets
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
The Challenger Project Article: https://thechallengerproject.com/blog/2019/peter-field-on-challenger-brands?utm_source=chatgpt.com
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 why the brand versus performance debate misses the point. They discover that integrating both approaches creates a powerful multiplier effect that can boost revenue ROI by up to 90%.
Topics covered:
[01:00] "The Multiplier Effect: A CMO's Guide to Brand Building in the Performance Era"[03:00] The performance plateau problem[04:00] Revenue ROI declines 40% when brand building stops[05:00] Brand and performance integration increases ROI by 25-100%[06:00] The best brands allocate 40-60% to brand building[06:45] Paid search is over-credited by 190% in conversions
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
WARC, Analytic Partners, BERA.ai, Prophet, & System1. (2025). The Multiplier Effect: A CMO’s Guide to Brand Building in the Performance Era. WARC.
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Stories capture human attention like nothing else. The best advertising doesn't just explain features, it creates emotional connections that make your message stick. When brands tell compelling stories, they're perceived as more trustworthy than those relying on straightforward product messaging.
Elena, Angela, and Rob explore the science behind storytelling in marketing, from neurological engagement to the Hero's Journey framework. They discuss balancing emotional narratives with practical information in TV ads and share standout examples from Progressive's "Parentamorphosis" campaign to P&G's emotional "Thank You, Mom" ads shared during the Olympics.
Topics covered:
[03:00] Research supporting storytelling in advertising[05:00] Why humans naturally gravitate toward stories[07:00] Understanding the Hero's Journey framework[10:00] Balancing emotion with practical information in TV ads[15:00] Examples of effective storytelling in advertising[21:00] Testing your knowledge of iconic story plots
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Visual Storytelling in Advertising Study: https://www.arcjournals.org/pdfs/ijhsse/v7-i10/15.pdf?utm_source=chatgpt.com
The Role of Storytelling in Advertising Study: https://www.researchgate.net/publication/338558049_The_role_of_storytelling_in_advertising_Consumer_emotion_narrative_engagement_level_and_word-of-mouth_intention
The Influence of Storytelling on The Consumer–Brand Relationship Experience Study: https://link.springer.com/article/10.1057/s41270-021-00149-0?utm_source=chatgpt.com
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 brand salience differs from simple awareness. They reveal why connecting your brand to multiple buying situations matters more than basic brand recognition or even brand love.
Topics covered:
[01:00] "Conceptualizing and Measuring Brand Salience"[02:15] The difference between awareness and salience[03:20] Why Disney masters multiple brand touchpoints[04:40] Brand attitude vs. buying behavior[05:30] How Coca-Cola builds salience through situational triggers[06:45] Using brand cues to improve mental availability
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Romaniuk, Jenni, & Sharp, Byron. (2004). Conceptualizing and measuring brand salience. Marketing Theory, 4(4), 327-342. https://doi.org/10.1177/1470593104047643
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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A recent study comparing AI-driven research to traditional focus groups found synthetic research is faster, more efficient, and better at spotting trends in massive datasets than human-to-human methods.
Elena, Angela, and Rob explore how synthetic audiences are revolutionizing market research, from creative pretesting to consumer behavior prediction. Learn how Marketing Architects developed ScriptSooth, an AI-powered creative testing platform proven to predict TV commercial success, and discover practical ways marketers can leverage synthetic audiences to enhance their strategies. Plus, the team plays "Guess the Focus Group Fail" to highlight why even traditional research methods aren't infallible.
Topics covered:
[01:00] How synthetic audiences simulate real customer behavior[04:00] Why ScriptSooth took thousands of iterations to perfect[06:00] Using AI for consumer focus groups and insights[09:00] Quick wins for marketers using synthetic research[14:00] Overcoming skepticism about AI-driven insights[17:00] The future of agentic AI in marketing[19:00] Historic marketing research failures and lessons learned
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2025 WARC Article: https://www.warc.com/content/feed/comparing-the-quality-of-synthetic-research-to-human-insights/en-GB/10209?utm_source=daily-email-intro-link&utm_medium=email&utm_campaign=daily-email-americas-subscribers-20250120
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 last-touch attribution leads marketers to overvalue certain ads and make poor bidding decisions. They reveal why having no attribution model could be better than using last-touch attribution alone.
Topics covered:
[01:00] "Beyond the Last Touch Attribution and Online Advertising"[02:10] Understanding game theory in marketing decisions[04:00] The problem with multi-platform consumer journeys[05:30] Why publishers benefit from last-touch attribution[06:45] Introduction to Shapely value attribution[08:20] Making attribution drive strategy, not just reporting
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Berman, Ron. (2024). Beyond the Last Touch: Attribution in Online Advertising. The Wharton School, University of Pennsylvania.
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When consumers deliberately avoid buying situations to cut costs, brands risk losing their mental connection with shoppers. The key to staying relevant? Defending existing category entry points while creating new ones.
Elena, Angela, and Rob explore what makes category entry points effective and how brands can build them. They discuss different types of CEPs, from needs-based to emotional triggers, and share examples of brands that have mastered them. Plus, learn why broad reach media like TV helps reinforce these crucial mental connections and what it takes to own multiple CEPs without diluting their impact.
Topics covered:
[01:00] Different types of category entry points and how to identify them[03:00] How many CEPs should brands focus on?[07:00] Starbucks' strategy for dominating coffee occasions[10:00] Using broad-reach media to build mental availability[13:00] How Coca-Cola owns multiple CEPs through decades of investment[15:00] LEGO's success creating new usage occasions[18:00] Examples of brands that own multiple CEPs
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
MarketingWeek Article: https://www.marketingweek.com/reinforce-your-category-entry-points-if-you-want-to-stimulate-sales/?utm_source=chatgpt.com
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 new research that challenges how marketers approach media mix planning. They reveal why optimizing for reach alone leaves significant brand lift on the table.
Topics covered:
[01:00] "The Effects of Advertising Media Channel Combinations on Brand Performance"[03:00] Seven media mix archetypes defined[04:35] How different combinations impact brand metrics[05:45] Why most marketers get their media mix wrong[07:10] The role of TV in successful campaigns[08:30] Finding your optimal channel mix
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Bell, J. Jason, Felipe Thomaz, & Andrew T. Stephen. (2024). The Effects of Advertising Media Channel Combinations on Brand Performance. Saïd Business School, University of Oxford.
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According to the World Federation of Advertisers, digital ad fraud may become the second largest source of criminal income in the world after drug trafficking. For marketers spending billions on digital ads, this isn't just concerning—it's a crisis.
This week, Elena and Rob are joined by "The Ad Contrarian" Bob Hoffman. As a former agency CEO turned industry critic, Bob shares his unfiltered perspective on digital advertising's dangers, from invasive tracking to rampant fraud. Plus, hear his thoughts on why marketers keep falling for fraudulent metrics, how advertising can thrive without surveillance, and why young marketers need to question industry "truisms" more often.
Topics covered:
[02:00] The moment Bob became an industry critic[11:00] Why tracking makes digital advertising dangerous[19:00] How ad fraud became a $100B+ problem[24:00] Why brand purpose marketing often fails[29:00] The three fundamentals of effective marketing[34:00] Why marketers need more original thinking
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Bob Hoffman: My Talk at the European Parliament: https://typeagroup.createsend.com/campaigns/reports/viewCampaign.aspx?d=d&c=FC142680CDB9311A&ID=386E63F648DA11042540EF23F30FEDED&temp=False&tx=0&source=Report
The Three Word Brief: Simple Advice for People Who Advertise: https://www.amazon.com/Three-Word-Brief-Simple-Advertise/dp/B0DN19JTCF
Bob Hoffman’s Newsletter: https://www.bobhoffmanswebsite.com/
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 boring advertising drains marketing budgets and hinders brand growth. They reveal the staggering cost of dull ads and which industries struggle most with creating engaging content.
Topics covered:
[01:00] "The Extraordinary Cost of Dull"[03:00] The shocking percentage of neutral ad responses[05:45] How dullness is measured across advertising[06:30] The hidden price tag of boring campaigns[09:00] Which industries create the dullest ads[10:15] The role of AI in creative advertising
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
System1, eatbigfish, Peter Field, & Uncensored CMO. (2023). The Extraordinary Cost of Dull. Retrieved from System1Group.com, UncensoredCMO.com, and EatBigFish.com.
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Only half of marketers believe they understand marketing effectiveness principles according to WARC. Even worse, many US marketers lag their global peers in applying these proven frameworks for growth.
Elena, Angela, and Rob break down the most important marketing effectiveness principles every marketer should know. They examine why these principles work, how to apply them to your brand, and what happens when marketers ignore them. Plus, learn why broad reach and brand building still matter, even in today's digital-first world.
Topics covered:
[01:00] How one healthcare CMO used marketing effectiveness to secure record budgets[04:00] Why broad reach matters more than narrow targeting[07:00] The science behind distinctive brand assets[10:00] Why light buyers drive more growth than loyal customers[14:00] The truth about the 60/40 brand building rule[19:00] How excess share of voice predicts market share growth[22:00] Mental and physical availability's impact on sales
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2023 MI3 Article: https://www.mi-3.com.au/17-04-2023/how-ex-pg-us-marketer-ditched-cohorts-personas-and-restrictive-segmentation-blended-0
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. - Laat meer zien
