Episodes
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Brace yourselves. This week, weâre covering a highly debated marketing topic: targeting strategy.
Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland to talk about misconceptions around narrow vs broad targeting, problems with hypertargeting, and how CTV targeting is changing the game for TV advertisers. Plus, hear about a new targeting method Dan created with the help of machine learning, called Smart Targeting.
Topics covered:
[01:30] Mark Ritson vs Byron Sharp on targeting[02:30] The cost of broad targeting[08:00] Brand vs performance marketing[12:00] Types of targeting for connected TV[15:45] Targeting on CTV vs digital advertising[17:30] Fees behind third-party targeting[19:30] How machine learning can help solve targeting
To learn more, visit marketingarchitects.com/podcast
Resources:
2023 MarketingWeek Article: https://www.marketingweek.com/ritson-sgementation-pointless/
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Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. Weâre breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob revisit the traditional divide between brand and performance marketing. Then, they explore how advertising effectiveness is now being redefined through three dimensions: scale, efficiency, and time.
Topics covered:
[01:20] âProfit Ability 2â[02:20] How much has advertising effectiveness changed?[05:10] Brand versus performance[07:50] How big of an effect do your ads have?[08:40] Budget for impact without waste[10:15] Short- and long-term payback
To learn more, visit marketingarchitects.com/podcast
Resources:
https://www.thinkbox.tv/news-and-opinion/events/the-new-business-case-for-advertisinghttps://assets.ctfassets.net/ptzdhtf6t0jg/1QnN6BTbV16BXEPQojyQEc/57b12e6b4a65150f3fac6bd8c2b7a3df/The_new_business_case_for_advertising_event_slides.pdfhttps://www.warc.com/content/article/Event-Reports/Beyond_brand_vs_performance_The_three_dimensions_of_effectiveness/155612
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Episodes manquant?
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Did you know marketers will spend more than $650 billion on online ads this year? Or that a surprisingly massive chunk of this spending will be completely wasted?
This week, Elena, Angela, and Rob discuss Bob Hoffmanâs recent book, Inside the Black Box, which highlights one of the dark sides of online advertisingâad fraud. As marketers, we all know ad fraud is a problem. But it might be even worse than we thought. Shockingly, WFA says that by 2025, ad fraud may be the second largest source of criminal income on the planet.
Topics covered:
[00:45] Introducing Inside the Black Box[02:30] Why programmatic media buying is subject to fraud[07:30] Whatâs wrong with MFA sites[12:30] Types of ad fraud[16:30] Ad viewability across ad formats[19:00] How to prevent and reduce wasted ad spend
To learn more, visit marketingarchitects.com/podcast
Resources:
Inside the Black Box by Bob Hoffman, 2024: https://typeagroup.createsend.com/campaigns/reports/viewCampaign.aspx?d=d&c=FC142680CDB9311A&ID=C0C74A04140F82EE2540EF23F30FEDED&temp=False&tx=0&source=Report
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Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. Weâre breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob discuss the relationship between marketers' intuition and data-driven decisions in ad effectiveness. Listen in as they discover whether instincts or analytics offer the best path to advertising success.
Topics covered:
[00:40] âMarketers' Intuitions About the Sales Effectiveness of Advertisementsâ[01:00] Predicting effective ads is no better than random chance[04:25] Intuition versus analytics[05:45] The horse racing metaphor[06:25] Pushback for CMOs[07:40] The importance of pretesting
To learn more, visit marketingarchitects.com/podcast
Resources:
Nicole Hartnett, Rachel Kennedy, Byron Sharp and Luke Greenacre (2016), "Marketers' Intuitions about the Sales Effectiveness of Advertisements", Journal of Marketing Behavior: Vol. 2: No. 2â3, pp 177-194. http://dx.doi.org/10.1561/107.00000034
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Does mass reach marketing still have value in a world where digital advertising lets brands target their bullseye customer alone?
This week, Elena, Angela, and Rob are discussing the importance of broad reach for business growth, driving long-term demand, and truly effective marketing. Inspired by P&Gâs Mark Pritchardâs recent comments on what efficient and effective marketing looks like, theyâre talking about everything from the origins of mass reach marketing to reach strategies on digital vs traditional channels.
Topics covered:
[01:00] P&Gâs Mark Pritchard on reach and growing your market[05:30] The origin of broad reach marketing[09:00] Why marketing channels have different superpowers[11:30] Why engaging decision influencers matters[17:00] High reach only works when itâs efficient and high-quality[21:00] Creative best practices for high reach campaigns
To learn more, visit marketingarchitects.com/podcast
Resources:
2024 Performance Marketing World Article: https://www.prweek.com/article/1867218/p-gs-marc-pritchard-the-currency-matters-sales-dollars
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. Weâre breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore the reasons behind TV advertising's ongoing successâdespite all the buzz around digital. Learn more about Peter Field's insights into why TV ads remain a critical part of successful marketing strategies.
Topics covered:
[00:55] âWhy TV is at the Heart of Effectiveness... and What it Will Take to Keep it Thereâ[02:15] Is TV dead?[04:45] TVâs delivers slow decay attention[07:50] TVâs emotional clout[09:25] TV is a trusted media source[10:20] Marketing is like a garden
To learn more, visit marketingarchitects.com/podcast
Resources:
https://www.thinkbox.tv/research/nickable-charts/effectiveness-and-planning/tv-at-the-heart-of-effectiveness-by-peter-field#
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Ready to talk politics? Well, political advertising anyway.
This week, Elena, Angela, and Rob are exploring how marketers should think about the impact of political ad spend in 2024. (Thereâs no actual politics allowed). This year, US political ad spend is expected to surpass $12 billion, setting a new record... Thatâs triple what was spent on the 2016 election, and itâs already affecting media availability.
Topics covered:
[01:00] The state of US political spend in 2024[02:00] How will political spend affect the media market?[04:00] Buying national vs local media[05:45] The history of political advertising[09:30] Using focus groups vs online testing for political ads[13:30] Why TV is a top choice for political ads
To learn more, visit marketingarchitects.com/podcast
Resources:
2024 Berkely News Article: https://news.berkeley.edu/2024/02/15/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising
2024 eMarketer Report: https://www.emarketer.com/content/us-political-ad-spending-forecast-2024
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. Weâre breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore how advertising can impact stock prices and boost investor confidence. Research shows successful campaigns often lead to higher stock values by showcasing a company's market presence and consumer demand.
Topics covered:
[00:50] âThe Impact of Advertising on a Companyâs Stock Priceâ[02:10] Stock price is a good metric for judging company success[03:20] Advertising decisions for customers vs investors[04:50] Do investors recognize the future impact of marketing actions?[08:10] Stock price movement benefits and drawbacks[09:30] Afterthoughts on the study and TV Advertising
To learn more, visit marketingarchitects.com/podcast
Resources:
Srinivasan, Shuba and Hanssens, Dominique M, The Impact of Advertising on a Companyâs Stock Price (September 8, 2023). Available at SSRN: https://ssrn.com/abstract=4694164 or http://dx.doi.org/10.2139/ssrn.4694164
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
63% of TV advertisers doubt their ability to accurately measure TVâs impact. And itâs not just TV. Top-of-funnel marketing channels are notoriously hard to evaluate.
But accurate attribution isnât impossible. This week, Elena and Angela are joined by Director of Analytics Jordan Rossler to break down the report âEverything Wrong with TV Measurement.â Theyâre covering attribution best practices for brand marketing channels, including the importance of using multiple attribution models to determine success and looking at results with a healthy dose of skepticism.
Topics covered:
[01:25] Introducing a new TV attribution report[07:30] The Micro, Macro, Business framework[10:00] How test structure impacts measurability[13:30] All models are wrong, some are useful[15:00] How using multiple models can catch data issues[16:00] What models are best for measuring TV?[19:00] Asking questions with a âchallenge everythingâ mindset
To learn more, visit marketingarchitects.com/podcast
Resources:
2024 Marketing Architects Report: https://www.marketingarchitects.com/blog/everything-wrong-with-tv-measurement
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. Weâre breaking down highly involved, complex research into plain language and takeaways any marketer can use.
Once upon a time, Elena and Rob decided to explore the meaning of âbrand loveâ and the use of powerful storytelling. They discovered that brands with a strong story create meaningful connections and fuel brand loyalty.
Topics covered:
[00:46] âThe Role of Storytelling in the Creation of Brand Loveâ[01:14] Examples of storytelling[03:42] Does storytelling lead to brand love?[04:15] What is brand love?[05:43] Storytelling in advertising[07:00] Emotional connection adds value
To learn more, visit marketingarchitects.com/podcast
Resources:
Dias P, Cavalheiro R. The role of storytelling in the creation of brand love: the PANDORA case. J Brand Manag. 2022;29(1):58â71. doi: 10.1057/s41262-021-00254-6. Epub 2021 Oct 6. PMCID: PMC8494506.
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Can marketers tap into psychology to improve the effectiveness of their work? Well, thereâs a reason why Dr. Robert Cialdiniâs psychology book Influence is a marketing and sales bestseller.
Whether you realize it or not, psychological principles are applied in marketing all the time. This week, Elena, Angela, and Rob are reviewing the six psychological lessons found in Dr. Cialdiniâs classic book. They cover how marketers can use these principles for good (not evil) and how they show up in everything from customer reviews to subscription models.
Topics covered:
[01:30] The history of Influence at Marketing Architects[03:30] Why we feel obligated to return favors[06:00] How consistency shows up in subscription models[10:00] The power of social proof[12:30] Everyone is more influenced by people they like[16:30] How authority affects buying decisions[18:45] Why scarcity increases desirability
To learn more, visit marketingarchitects.com/podcast
Resources:
2016 Forbes Article: https://www.forbes.com/sites/ajagrawal/2016/06/02/why-every-marketer-should-read-influence-the-psychology-of-persuasion/?sh=4c73d5b56d0c
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. Weâre breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore why some brand names are better than others. Like how the rhythmic and repetitive sounds of names like Coca-Cola, Kit Kat, and Lululemon can sway our feelings and decisions to buy.
Topics covered:
[00:54] âThe Sound of Brandsâ[02:23] How to choose the right brand name[04:48] Ice cream and... cat litter?[05:56] How suppressed emotions affect brand name reactions [06:35] How much rhyme is too much?[07:00] Positive effect and sound repetition make a difference
To learn more, visit marketingarchitects.com/podcast
Resources:
Argo, Jennifer & Popa, Monica & Smith, Malcolm. (2010). The Sound of Brands. Journal of Marketing - J MARKETING. 74. 97-109. 10.1509/jmkg.74.4.97.
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
How much has marketing really changed in the last decade? It might not be as much as you think.
This week, Elena and Rob are covering whatâs next in marketing, from how younger generations are making new demands of businesses to why it's so hard to keep up with the latest AI developments. But theyâre also talking about what doesnât change. And how marketing for the future is sometimes about focusing on fundamentals.
Topics covered:
[01:15] Some marketing fundamentals never change[04:00] How AI is transforming advertising and creative[08:00] How to keep up with AIâs evolution[09:00] Gen Zâs impact on marketing trends[14:00] Why AR/VR is overhyped for marketers right now[17:00] How top-performing ad formats are moving to short-form video[20:00] Would you rather travel to the future or the past?
To learn more, visit marketingarchitects.com/podcast
Resources:
2023 Wizard of Ads Article: https://wizardofads.org/the-fundamentals-that-remain/
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. Weâre breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob are going back in time... sort of. Theyâre covering nostalgia, what it is, and why itâs become a common and highly effective tool in advertising.
Topics covered:
[00:45] âAn Involvement Explanation for Nostalgia Advertising Effectsâ[01:00] How some people are extra susceptible to nostalgia[02:00] What is nostalgia?[03:30] Three types of nostalgia[07:00] Why is nostalgia so effective in advertising?[10:00] The connections between nostalgia, likeability, and memorability
To learn more, visit marketingarchitects.com/podcast
Resources:
Muehling, Darrel & Pascal, Vincent. (2012). An Involvement Explanation for Nostalgia Advertising Effects. Journal of Promotion Management. 18. 100-118. 10.1080/10496491.2012.646222.
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
At any time, only 5% of a B2B companyâs potential customers are in-market. Thatâs a small group. Which means marketing to the other 95% might be pretty important...
In this episode, Elena and Angela are joined by Peter Weinberg, former Global Head of Development at The B2B Institute from LinkedIn. Theyâre talking about the contrarian ideas Peter researched and popularized during his time at LinkedIn, including the 95-5 rule, why tight targeting isnât always the right choice, and the role of creativity in B2B marketing. Stick around, and youâll even get a sneak peek at what Peterâs doing next!
Topics covered:
[00:30] Introducing Peter Weinberg[04:30] How the 95-5 rule leads B2B marketing strategy[08:00] Broad vs narrow targeting for B2B[12:00] Why top-of-funnel and brand matters for B2B[14:00] How should B2B marketers think about TV?[19:00] The state of marketing effectiveness in the US[25:30] Whatâs next for Peter?
To learn more, visit marketingarchitects.com/podcast
Resources:
The B2B Institute Article: https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/95-5-rule
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. Weâre breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob are talking all things TV advertising. There have been plenty of marketers announcing âTV is deadâ over the last decade, but what does research say about TVâs effectiveness today?
Topics covered:
[00:45] âEffectiveness and Efficiency of TVâs Brand-Building Powerâ[03:00] What is a gross rating point (GRP)?[04:00] A 30-second TV ad is just as effective today as in the 1980s[05:00] Does spot length impact effectiveness?[07:00] Traditional marketing should still be a focus[08:00] How pretesting makes in-market campaigns more successful
To learn more, visit marketingarchitects.com/podcast
Resources:
Effectiveness and Efficiency of TV's Brand-Building Power: A Historical Review
Frank Findley, Kelly Johnson, Douglas Crang, David W. Stewart
Journal of Advertising Research Jun 2020, JAR-2020-011; DOI: 10.2501/JAR-2020-011
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Is primetime really the âprimeâ time for TV advertisers? What does research say about subliminal advertising? And is personalization actually worth the effort?
In this episode, Elena, Angela, and Rob look at some of the biggest myths and misconceptions in the marketing industry and tackle what research says about each. A word of caution... listening to this episode could challenge deep-rooted beliefs.
Topics covered:
[01:30] What happens when marketing debates get controversial[06:00] Where did the term âprimetimeâ come from?[07:30] Why primetime doesnât always equal the best performance[12:00] The history of the subliminal advertising myth[17:30] What research says about the impact of personalization[22:00] Where personalization can go wrong
To learn more, visit marketingarchitects.com/podcast
Resources:
2012 Brand Genetics Article: https://brandgenetics.com/human-thinking/how-brands-grow-speed-summary/
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. Weâre breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob discuss a study reviewing behavioral advertisingâs impact on consumer welfare, with some surprising results. Hint: behavioral advertisingâs not as helpful for consumers as you might think!
Topics covered:
[01:00] Introducing Behavioral Advertising and Consumer Welfare[02:00] Defining behavioral targeting[04:30] Study results on behavioral advertisingâs impact[05:30] How you might interact with behavioral ads[06:00] Behavioral vs contextual targeting
To learn more, visit marketingarchitects.com/podcast
Resources:
Schnadower Mustri, Eduardo and Adjerid, Idris and Acquisti, Alessandro, Behavioral Advertising and Consumer Welfare: An Empirical Investigation (March 23, 2023). Available at: https://ssrn.com/abstract=4398428 or http://dx.doi.org/10.2139/ssrn.4398428
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
The rise of video-driven social platforms. Evolving privacy regulations limiting advertisersâ access to targeting and reporting data. Metaâs dominance finally facing challengers... Social media is changing for good.
In this episode, Elena, Angela, and Rob unpack the evolution of social media marketing, influenced heavily by Facebook's introduction of dynamic, algorithm-driven experiences. The conversation explores the need for platform diversification, the implications of privacy changes on targeting, and why video content now claims more than half of social ad budgets.
Topics covered:
[01:30] How Facebook transformed social media forever[04:00] Snapchat and Redditâs potential for growth[06:30] The risk of over-dependence on Meta[08:00] How privacy changes affect social attribution[09:30] How to make the most of social video[14:30] How to measure the effectiveness of social marketing[16:30] Organic vs paid social
To learn more, visit marketingarchitects.com/podcast
Resources:
2024 Mashable Article: https://mashable.com/article/facebook-changed-social-media
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. Weâre breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In our inaugural Nerd Alert episode, Elena and Rob get meta by reviewing research on marketing research. Theyâre looking at the current state of marketing research and why research is more focused right now on tactics than strategies, creating a gap in how we think about the conceptual side of marketing.
Topics covered:
[00:30] Introducing Nerd Alert[02:00] Overview of âResearch in Marketing Strategyâ[05:00] The four parts of the marketing strategy framework [08:30] How marketingâs short-termism problem shows up in research[10:00] Why we need more research on marketing theory
To learn more, visit marketingarchitects.com/podcast
Resources:
Morgan, N.A., Whitler, K.A., Feng, H. et al. Research in marketing strategy. J. of the Acad. Mark. Sci. 47, 4â29 (2019). https://doi.org/10.1007/s11747-018-0598-1
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. - Montre plus
