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 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
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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 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/
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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 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. -
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 ROI for Super Bowl advertisers by examining six years of sales data across nearly 200 media markets. They reveal why some brands see significant returns while others struggle to justify the investment.
Topics covered:
[01:00] "Super Bowl Ads"[03:00] Top advertising categories during the big game[05:00] How viewership impacts beer and soda sales[06:00] The importance of owning consumption occasions[07:00] Why competing ads can cancel each other out[08:00] Building brand associations beyond sales lift
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Hartmann, W. R., & Klapper, D. (2016). Super Bowl Ads. SSRN. https://doi.org/10.2139/ssrn.2385058
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A 30-second Super Bowl spot now costs over $7 million—a 337% increase since 1999. But does this massive investment drive real results? And what separates the memorable ads from the forgettable ones?
Elena, Angela, and Rob explore what makes Super Bowl ads effective, from creative principles to strategic considerations. Drawing from both successful and failed campaigns, the team shares what marketers should watch for in the commercials during this year's big game plus why even great creative can't save bad strategy.
Topics covered:
[01:00] Why creative isn't the only driver of marketing success[02:00] Super Bowl viewership is 10x larger and more diverse than regular NFL games[06:00] When Super Bowl advertising makes strategic sense for brands[11:00] Creative effectiveness principles for big game ads[14:00] Why brand visibility matters more than ever[17:00] The importance of cultural relevance in Super Bowl spots[21:00] Analysis of successful Super Bowl campaigns through the years
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2024 WARC Article: https://www.warc.com/content/feed/ritson-marketing-doesnt-start-with-creativity-but-with-diagnosis/en-GB/9602
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 traditional advertising, display ads, and paid search impact brand value during mergers and acquisitions. Their discussion reveals surprising insights about which channels create lasting brand equity.
Topics covered:
[01:00] "Digital versus Traditional Advertising and the Recognition of Brand Intangible Assets"[03:00] Brand valuations in major acquisitions[06:10] Why paid search falls short for brand building[07:15] Traditional and display advertising's role in brand value[08:30] The relationship between ad spend and acquisition value
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Citation for episode notes: Song, S. X. (2023). Digital versus Traditional Advertising and the Recognition of Brand Intangible Assets. SSRN. https://doi.org/10.2139/ssrn.4675064
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Since 2010, the efficiency of highly creative campaigns has halved according to research by Peter Field. And the cost of dull advertising? U.S. brands would need to spend an additional $189 billion annually to make underperforming ads as effective as top performers.
Elena, Angela, and Rob examine what's driving this creative crisis and how marketers can produce more effective campaigns. From the importance of audience research and strategic planning to creating memorable audio mnemonics and characters, learn what sets successful creative apart. Plus, discover why AI could be the solution to streamlining creative development and improving effectiveness.
Topics covered:
[01:00] The state of creative effectiveness in modern marketing[04:00] How digital marketing changed creative development[08:00] The role of attention in advertising effectiveness[13:00] Why strategic planning must come before creative[17:00] Key elements of effective TV creative[24:00] Finding powerful insights that connect with audiences[30:00] Recent examples of highly effective creative campaigns
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Another Dull Whitepaper: The Extraordinary Cost of Dull: https://system1group.com/the-extraordinary-cost-of-dull
Selling Creativity Short: Creativity and Effectiveness Under Threat: https://ipa.co.uk/knowledge/publications-reports/selling-creativity-short-creativity-and-effectiveness-under-threat
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 cultural imprinting helps brands grow quickly by shifting societal perceptions rather than individual opinions. They reveal why mass media channels remain crucial for building common knowledge about brands.
Topics covered:
[01:00] "Branding Cheat Codes for Explosive Growth"[02:45] How cultural signals influence purchase decisions[04:10] Understanding the third-person effect[05:30] Why mass media outperforms digital for cultural imprinting[07:15] The challenge of crafting culturally resonant messages
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Williams, R. (n.d.). Branding cheat codes for explosive growth. Wizard of Ads. Retrieved from https://wizardofads.org/branding-cheat-codes-for-explosive-growth/
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
41% of agencies bill by the hour, but only 24% of marketers prefer this model. As AI reshapes marketing, traditional agency structures are cracking. So what comes next?
This week, Elena and Rob tackle the evolving agency landscape. They explore why the term "agency" might disappear within three years, how AI is pushing the industry toward platform-based solutions, and what marketers should look for in strategic partners. Whether you're considering bringing services in-house or evaluating new agency relationships, discover how to navigate the shifting marketing services landscape.
Topics covered:
[01:00] Traditional agency models vs modern alternatives[03:30] What marketers really want from agency partnerships[12:00] The real cost of bringing services in-house[18:00] How AI is transforming agency relationships[21:00] Why platforms might replace traditional agencies[24:00] What marketing services could look like by 2026
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2024 WARC Article: https://www.warc.com/content/feed/if-ai-saves-agency-time-does-charging-by-the-hour-still-make-sense/en-gb/10068
2024 WARC Podcast Episode: https://www.warc.com/content/paywall/article/warc-talks/why-agency-business-models-are-hurting-effectiveness/en-gb/155118
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 advertising affects consumers' sensitivity to price changes, particularly for premium and niche brands. They discover that even competitors' ads can benefit your brand by increasing category attention.
Topics covered:
[01:00] "Advertising's Long-Term Impact on Brand Price Elasticity Across Brands and Categories"[02:30] How brand equity influences pricing power[03:00] Price elasticity explained[05:00] Which brands benefit most from advertising[06:45] The seasoning effect of category advertising[08:15] How luxury brands approach advertising differently
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Ataman, M. B., Pauwels, K., Srinivasan, S., & Vanhuele, M. (2016). Advertising’s Long-Term Impact on Brand Price Elasticity Across Brands and Categories. SSRN. Retrieved from SSRN.
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
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. -
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 a large-scale eBay experiment that challenges common assumptions about paid search advertising effectiveness. They discover that brand-keyword ads often reach customers who would have found the site anyway, and even non-branded keywords generate negative ROI.
Topics covered:
[01:00] "Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment"[02:35] Why marketers avoid clicking paid search ads[03:45] eBay's massive experiment design[06:00] The surprising impact on frequent buyers[07:10] Shocking ROI results[08:30] What this means for established brands
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Blake, T., Nosko, C., & Tadelis, S. (2014). Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment. Econometrica.
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Last year, marketers were hopeful that the U.S. would embrace marketing effectiveness. Instead, economic uncertainty drove a focus on short-term gains. What does 2025 have in store? And which 2024 predictions actually came true?
In this episode, Elena, Angela, and Rob review their 2024 marketing predictions before sharing the shifts they believe will shape marketing in 2025. From the growing importance of zero-click content to a complete reimagining of targeting strategy, hear how major changes in technology and consumer behavior will force marketers to adapt. Plus, learn why 2025 might be a particularly turbulent year for agencies. (But in a good way).
Topics covered:
[01:00] Grading 2024's marketing effectiveness predictions[04:00] How TV and offline channels performed in 2024[07:00] The current state of AI in marketing[12:00] Why zero-click content will dominate 2025[16:00] Agencies face an identity crisis[19:00] The case for rethinking targeting strategy[24:00] Personal predictions for 2025
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Kantar’s Marketing Trends 2025: https://www.kantar.com/campaigns/marketing-trends
2024 Predictions: Cheers to 2024 Marketing Trends: https://www.marketingarchitects.com/Podcast/TheMarketingArchitects/Episode38
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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 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.
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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.
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