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 platform design influences marketing outcomes, revealing that each digital ecosystem creates unique challenges and opportunities that impact advertising effectiveness.
Topics covered:
[01:00] "Platform Research in Marketing"[04:00] How network effects shape platform economics[05:10] The interaction between organic and paid content[06:45] The impact of reviews and platform manipulation[07:15] Self-preferencing and the ethics of content labeling[09:30] Platform-specific insights for marketers
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Sen, A., Lambrecht, A., & Newby, J. (2025). Platform Research in Marketing. Carnegie Mellon University and London Business School.
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Think of brand as a turbocharger for your paid ads. It warms people up before they meet your call to action or come into market. But when is the right time to start investing in brand building over pure performance marketing, especially as a digital-first company?
This week, Elena, Angela, and Rob explore when performance marketing reaches diminishing returns and why it's so difficult for marketers to shift budget toward brand. Plus, they share real client examples of how brand investment transformed businesses, including Old Spice's reinvention that increased sales 125% in just three months, and outline metrics beyond traditional brand studies that prove brand's impact on your business.
Topics covered:
[01:00] Research on brand equity's impact on ecommerce[03:30] Signs your performance marketing is reaching diminishing returns[09:00] How brand acts as a turbocharger for paid advertising[15:00] Client success stories from brand investment[20:00] Old Spice's brand reinvention that increased sales 125%[28:00] Better ways to measure brand impact beyond brand studies
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Mokha, Anupreet. (2021). Brand Equity, Brand Satisfaction, and Brand Loyalty: A Study of Select E-Commerce Industry. International Journal of Online Marketing. 11. 34-50. 10.4018/IJOM.2021070103.
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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 Bayesian modeling offers a more nuanced approach to marketing attribution than traditional methods. They discuss why many marketers still rely on oversimplified attribution models despite their limitations.
Topics covered:
[01:00] "Bayesian Modeling of Marketing Attribution"[03:00] Problems with traditional attribution models[04:50] Why simple models persist despite their flaws[06:00] Key components of Bayesian attribution[08:00] Rapid decay of ad effects and negative interaction effects[09:45] How this approach can offer deeper marketing insights
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Sinha, R., Arbour, D., & Puli, A. (2022). Bayesian Modeling of Marketing Attribution.
Available at arXiv:2205.15965
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94% of advertisers are concerned about how tariffs might impact their budgets according to an IAB survey. Of those planning cuts, 60% expect a 6-10% decrease in ad spend, while 22% anticipate cuts of 11-20%.
This week, Elena, Angela, and Rob explore what the research says about marketing during economic downturns. They discuss how brands that maintain or increase spending during tough times consistently gain market share, why creative thinking matters more than ever, and the smartest ways to adjust your strategy if budget cuts are unavoidable.
Topics covered:
[01:00] Current economic landscape and marketer uncertainty[05:00] Predicted impact of tariffs on US media ad spending[07:00] Research showing companies that increased ad spend by 50% during recession saw 1.5% market share growth[09:00] Creative marketing examples from economic downturns[13:00] Ways to reduce marketing spend without damaging your brand[17:30] Where to double down if you have available budget[21:00] Finding personal comfort rituals during uncertain times
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Tellis, Gerard & Tellis, Kethan. (2009). A Critical Review and Synthesis of Research on Advertising in a Recession. Journal of Advertising Research. 49. 10.2501/S0021849909090400. https://www.researchgate.net/publication/228272297_A_Critical_Review_and_Synthesis_of_Research_on_Advertising_in_a_Recession
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 AI transforms workplace collaboration. A groundbreaking Procter & Gamble study reveals that individuals using AI match team performance, while AI-human teams produce superior results.
Topics covered:
[01:00] "The Cybernetic Teammate: A Field Experiment on Generative AI Reshaping Teamwork"[03:00] Field experiment setup and methodology[04:35] How AI helps break departmental silos[05:10] Improved emotional experience when working with AI[06:05] AI integration beyond productivity[07:00] AI-human collaboration creating "blended intelligence"
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Dell’Acqua, F., Ayoubi, C., Lifshitz, H., Sadun, R., Mollick, E., Mollick, L., Han, Y., Goldman, J., Nair, H., Taub, S., & Lakhani, K. (2025). The Cybernetic Teammate: A Field Experiment on Generative AI Reshaping Teamwork and Expertise. Harvard Business School Working Paper No. 25-043
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Only 15% of brand assets are truly distinctive. And just 19% of logos achieve "gold" status in recognizability according to a study by Ipsos and JKR. So which marketing strategy matters more: differentiation or distinctiveness?
In this episode, Elena, Angela, and Rob debate whether brands should focus on meaningful differentiation or memorable distinctiveness. The hosts explore research showing that while differentiation plays a more limited role than traditionally assumed, distinctiveness is crucial for getting into consumers' consideration sets. They also examine how category dynamics impact which strategy dominates and share real-world examples of brands that excel at either approach.
Topics covered:
[01:00] Research from Rob Myerson on Byron Sharp's distinctiveness claims[03:00] The case for focusing on distinctiveness in marketing[06:00] Why differentiation gives brands resilience and pricing power[09:00] How category dynamics impact strategy importance[12:30] The role of distinctiveness in TV advertising effectiveness[19:00] Examples of brands excelling at distinctiveness vs differentiation
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2021 WARC Article: https://www.warc.com/newsandopinion/opinion/what-does-byron-sharps-research-really-tell-us-about-differentiation/en-gb/4314
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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 sticking with the same creative platform drives better results. Based on research analyzing 4,000 ads, they reveal why consistency isn't boring—it's a powerful force that compounds over time.
Topics covered:
[01:00] "The Magic of Compound Creativity"[01:45] When brands should consider changing creative[03:00] How consistency impacts creative quality scores[04:35] Why creative elements get better with age[06:05] The business impact of creative consistency[08:40] The compounding effect of brand continuity
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
System1 & IPA (2024). The Magic of Compound Creativity: How consistency leads to creative quality, stronger brands and greater profits. With data from the IPA Effectiveness Databank
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Only a third of agencies believe their clients provide a clear target audience in their briefs. So how can we build effective targeting strategies that drive real business growth?
In this episode, Elena, Angela, and Rob tackle the misunderstood world of targeting in marketing. They explore why defining your target audience isn't just a media decision but a foundational strategic choice. Plus they examine the flaws in third-party data targeting and provide practical advice for maximizing reach without wasting budget on ineffective targeting tactics.
Topics covered:
[01:00] Why marketers should be wary of "algorithmic hanky panky"[03:30] The misconception that brands grow through narrow audience targeting[07:00] How digital platforms introduce bias in AB testing[11:00] The major pitfalls of third-party data for targeting[14:00] Balancing targeting precision with cost-effectiveness[17:00] Top targeting strategies that deliver without sacrificing reach[20:00] The surprising success of broad targeting for brand growth
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2025 MarketingWeek Article: https://www.marketingweek.com/ritson-ignore-anyone-targeting/
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 whether price promotions deliver more than just temporary sales spikes. They examine how different product categories respond to discounts and reveal when promotions might help or harm brand loyalty.
Topics covered:
[01:00] "The Long-Term Effects on Category Incidents"[02:00] How soup and yogurt categories respond to promotions[03:00] The short-term impact of discounts on sales[05:00] Premium brands and the "discount doom loop"[07:00] When promotions actually build customer retention[08:30] Using offers effectively for new TV advertisers
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Pauwels, K., Hanssens, D. M., & Siddarth, S. (2002). The long-term effects of price promotions on category incidence, brand choice, and purchase quantity. Journal of Marketing Research, 39(4), 421–439. https://doi.org/10.1509/jmkr.39.4.421.19114
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A study from Les Binet and Peter Field found that for every 10-point increase in excess share of voice, brands see around a 0.5% annual market share growth on average. But does this marketing principle still hold true in today's fragmented media landscape?
This week, Elena, Angela, and Rob are joined by VP of Strategy Dan Cleveland to explore excess share of voice (ESOV) and its enduring relevance. They dive into how ESOV correlates with growth, why it's still a valuable planning tool, and what happens when brands let their share of voice slip below market share. Plus, discover why TV remains crucial for building the top-of-funnel awareness that drives long-term brand performance.
Topics covered:
[01:00] The history of share of voice and why it matters[03:30] How excess share of voice links to market share growth[08:00] When ESOV doesn't work (and what that reveals)[12:30] Using share of search as a real-time metric[16:00] Why top-of-funnel channels drive brand awareness[21:00] The risks of underspending compared to your share of market[27:00] Practical steps to apply ESOV to your strategy
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2023 IPA Article: https://ipa.co.uk/knowledge/ipa-blog/esov-an-excessive-focus-on-the-wrong-thing/?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 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
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 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.
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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.
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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. - Laat meer zien
