Constructing Marketing Success

The Marketing Architects

About

Introducing a research-first podcast that builds revenue, not condos. ... Read more

Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.

Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

Apply to join us on the show.

Featured Episode

Featured Episode

About

Introducing a research-first podcast that builds revenue, not condos. ... Read more

Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.

Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

Apply to join us on the show.

All Episodes

The Marketing Architects

Ep 61 - The Insane Waste Behind Online Advertising

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?

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The Marketing Architects

Ep 60 - Getting Real about Reach

Does mass reach marketing still have value in a world where digital advertising lets brands target their bullseye customer alone?

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The Marketing Architects

Ep 59 - Let’s Get Political (in Advertising)

Ready to talk politics? Well, political advertising anyway.

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The Marketing Architects

Ep 58 - How to Measure Brand Marketing

63% of TV advertisers doubt their ability to accurately measure TV’s impact. And it’s not just TV. Top-of-funnel marketing channels are notoriously hard to evaluate.

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The Marketing Architects

Ep 57 - What Does Psychology Tell Us About Marketing?

Can marketers tap into psychology to improve the effectiveness of their work? Well, there’s a reason why Dr. Robert Cialdini’s psychology book “Influence” is a marketing and sales bestseller.

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The Marketing Architects

Ep 56 - Marketing for the Future

How much has marketing really changed in the last decade? It might not be as much as you think.

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The Marketing Architects

Ep 55 - B2B Marketing Hard Truths with Peter Weinberg

At any time, only 5% of a B2B company’s potential customers are in-market. That’s a small group. Which means marketing to the other 95% might be pretty important...

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The Marketing Architects

Ep 54 - Marketing Myths Debunked!

Is primetime really the “prime” time for TV advertisers? What does research say about subliminal advertising? And is personalization actually worth the effort?

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The Marketing Architects

Ep 53 - What’s Next for Social Media?

The rise of video-driven social platforms. Evolving privacy regulations limiting advertisers’ access to targeting and reporting data. Meta’s dominance finally facing challengers... Social media is changing for good.

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The Marketing Architects

Ep 52 - Settling the Brand Loyalty Debate

The old 80/20 rule is simply wrong. The top 20% of buyers actually account for only 50% of sales. So is brand loyalty still the secret to efficient growth or is the smart move to pursue new consumers?

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The Marketing Architects

Ep 51 - The Hidden Costs of Low-Quality Media

Programmatic advertising is bigger than ever. AI’s transforming media buying. Ad fraud continues to grow. And now, MFA (made for advertising) sites have emerged as top contenders for ad dollars. Clearly, there’s a few reasons to be concerned about media quality.

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The Marketing Architects

Ep 50 - Are Celebrities in Advertising Worth the Price?

Kim Kardashian and Skims. Snoop Dogg’s 'smokeless’ stunt for Solo Brands. And of course, celebrity-packed Super Bowl commercials. What’s the true power of star power in advertising?

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The Marketing Architects

Ep 49 - Break the Digital Doom Loop

As a marketer, going all-in on digital can seem like a safe choice. After all, 72% of marketers say digital campaigns are easier to measure than traditional channels. But is digital alone actually what’s most effective?

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The Marketing Architects

Ep 48 - The Great Reach vs Frequency Debate

It’s hard enough to agree on definitions for “reach” and “frequency.” Consensus on the ideal balance between the two is just about impossible.

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The Marketing Architects

Ep 47 - Understanding Marketing Research with Notre Dame’s Dr. Mitch Olsen

The US might be behind in marketing effectiveness—at least according to Mark Ritson. But why? What does the state of marketing effectiveness and research look like?

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The Marketing Architects

Ep 46 - Media Mix Modeling is Back in Style

The biggest ad platforms are leaning into media mix modeling, even when that means giving other ad channels more credit than their own. Why? Well, MMM might just be making a comeback.

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The Marketing Architects

Ep 45 - Revolutionizing B2B Marketing with Salesforce’s Colin Fleming

B2B marketing is behind. Research by BrandFinance shows the top 100 B2B brands have $1 trillion in untapped brand potential... It might just be time for a B2B marketing revolution.

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The Marketing Architects

Ep 44 - What’s the Deal with Distinctive Assets?

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 where are things going wrong?

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The Marketing Architects

Ep 42 - Is 2024 the Year of CTV?

Last year, CTV ad spend reached a record high of $25 billion, and it’s only continuing to grow. A survey by the IAB found marketers plan to increase CTV spending by 14.5% in 2024—more than any other channel.

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The Marketing Architects

Ep 41 - What's Up with Attention?

Two trends are colliding. First, advertisers are tracking their investments more carefully. Second, traditional marketing metrics are under attack as privacy regulations evolve. One possible solution? Attention.

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The Marketing Architects

Ep 38 - Cheers to 2024 Marketing Trends

Forrester predicts “experience with generative AI” will be written into 20% of new CMO job descriptions next year. They also say brand purpose is out of style and highly practical, results-driven campaigns will soon be in vogue.

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The Marketing Architects

Ep 37 - Mastering QR Codes for Shoppable TV

QR codes achieved mainstream status in 2020. But they're more than just a pandemic fad. In 2022, 83 million US smartphone users scanned the codes. And 3 in 4 consumers say they plan to scan the codes in the future.

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The Marketing Architects

Ep 36 - AI and the Future of Ad Agencies

82% of ANA members say their company has an in-house agency. And now generative AI threatens specialized digital agencies. What does the future of ad agencies look like? Do they have a future at all?

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The Marketing Architects

Ep 35 - Marketing to the CFO

Only 22% of CMOs feel they have a collaborative relationship with their CFO. And only 39% of financial directors have confidence their marketing team will make smart commercial decisions. The numbers, well, aren’t great.

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The Marketing Architects

Ep 34 - Planning a Merry Holiday Shopping Season

This summer, consumers dug into their wallets to attend concerts, watch movies in theaters, and enjoy sporting events in person. But as economic concerns grow, can the summer’s spending keep up for retailers’ crucial holiday sales season?

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The Marketing Architects

Ep 33 - How to Create Sticky Digital Advertising

Do digital ads have your attention, really? What about your audience’s attention? Marketers have shifted from traditional channels to digital ones—but the long-term returns of TV, radio, and print have been difficult to replicate.

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The Marketing Architects

Ep 32 - Avoiding the Google Tax with SEM

In 2023, Google will rake in $57 billion from search. Their dominance in the market has left marketers heavily dependent on Google’s platform even as prices rise, making it both necessary for success online... and a massive headache.

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The Marketing Architects

Ep 31 - Research Says You’re Targeting the Wrong People

Despite a surplus of data and advanced targeting capabilities, marketers aren't targeting as well as we think we are. And it’s hurting performance.

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The Marketing Architects

Ep 30 - Closing the Creativity Gap

Despite a heightened focus on growth, businesses frequently sideline creativity. Even though unconventional thinking is exactly what’s needed to reach new levels of success.

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The Marketing Architects

Ep 29 - 7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi

How do you defend marketing’s value through economic changes, a narrowing focus on ROI, and changing ideas about how to build a memorable brand?

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The Marketing Architects

Ep 28 - How to Invest in Emerging Marketing Channels

Connected TV. Podcasts. TikTok. Even virtual reality. They all offer advertisers new opportunities to reach potential customers. But emerging channels are inherently risky.

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The Marketing Architects

Ep 27 - What Prevents Your Team from Achieving Marketing Effectiveness?

The term "marketing effectiveness" has gained attention lately, but what does it really mean? And what’s stopping marketers from developing truly effective work?

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The Marketing Architects

Ep 26 - Barbie, Lightning Strikes, and High-Impact Marketing on a Budget

Marketers have been overwhelmed with lessons from the success of the Barbie movie’s marketing strategy. But those lessons only go so far if you don’t have a 150-million-dollar budget to spend.

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The Marketing Architects

Ep 25 - Emotion is Advertising’s Untapped Performance Lever

Research from System1 and Pinterest found that digital ads rated highly for emotion resulted in a staggering 90% average increase in brand favorability. And this isn’t the first time research has proven emotion’s effects on ad performance.

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The Marketing Architects

Ep 24 - How to Speak Marketing to the C-Suite with John Wojcik

Nearly half of marketers believe senior stakeholders focus too much on ROI. Because while it’s the top metric the C-Suite cares about, ROI alone doesn’t show marketing’s full impact.

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The Marketing Architects

Ep 23 - Rethinking B2B Advertising with The B2B Institute’s Ty Heath

Based on an analysis of 2,500 B2B ads, one thing is very clear: B2B needs a new creative formula, one that’s actually effective.

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The Marketing Architects

Ep 22 - Effective TV Advertising Part 3—Driving Brand and Sales Together

The battle over whether marketers should focus on sales or brands results has raged for years now. But while many marketers are now embracing both, this philosophy of “bothism” has only recently been applied to TV advertising.

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The Marketing Architects

Ep 21 - Effective TV Advertising Part 2—Cost Determines ROI

Targeting the right customer at the right time is a marketer’s dream—but only if the price is right.

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The Marketing Architects

Ep 20 - Effective TV Advertising Part 1—Reach Over Targeting

Why would anyone market to those who aren’t likely to buy right away or who don’t fit perfectly within your ICP? Actually, there are multiple reasons.

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The Marketing Architects

Ep 19 - Brand Awareness vs Affinity – Which Drives Brand Growth?

Awareness vs affinity. Reach vs resonance. Even customer acquisition vs loyalty. The debate has many names, and it’s clearly not going anywhere. But what if everyone’s right?

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The Marketing Architects

Ep 18 - How Do Earned, Owned and Paid Media Fit in Your Marketing Strategy?

Earned media is a small part of marketers’ budgets, but it’s a growing focus for brands across all categories. Still, is it really a winning marketing strategy on its own?

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The Marketing Architects

Ep 17 - What Does Creative Effectiveness Really Look Like?

75% of marketers struggle to link creative activities to commercial returns. And 79% say they have inadequate training to connect creative impact and business outcomes.

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The Marketing Architects

Ep 16 - Is It Time for a Contextual Targeting Comeback?

Google announced they would disable cookies for 1% of Chrome users at the beginning of 2024. Now, the pressure is on advertisers looking for targeting alternatives that don’t need cookies. Like contextual targeting.

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The Marketing Architects

Ep 15 - How Will AI Change Creative Work?

Following AI news has been quite the rollercoaster ride lately. The technology’s potential is incredible for a wide range of fields. But especially for creative work like copywriting, design, and video editing.

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The Marketing Architects

Ep 14 - How to Build a High-Performing Marketing Team

1,100 marketers were asked if they’d recommend working in their own marketing department to a friend or colleague. The results were a definitive "no." Clearly, marketing teams need a rebrand.

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The Marketing Architects

Ep 13 - What Does Tesla’s Pivot to Advertising Mean for Marketers?

For years, Tesla has been the poster child for why not every brand needs advertising. With word-of-mouth alone they became one of the most valuable companies in the world. So why is Tesla now shifting gears into advertising? .

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The Marketing Architects

Ep 12 - Navigating the Dark Funnel of Marketing Measurement

The “dark funnel” gained attention when marketers realized prospects were beginning the customer journey sooner than they’d thought. And they weren’t measuring it.

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The Marketing Architects

Ep 11 - The Untapped Value of B2B Brands

The top 100 B2B brands across the globe are worth a staggering $2 trillion collectively. But they have $1 trillion in untapped brand potential. Talk about missed opportunity, right?

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The Marketing Architects

Ep 10 - How to Target Your Audience on Mass Marketing Channels

Reaching large audiences is powerful. But they still need to be the right large audiences. Because even the biggest brands can't afford to skip targeting. Even on mass-reach marketing channels like TV, radio and print.

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The Marketing Architects

Ep 9 - How Airbnb Used Brand Awareness to Drive Profitability

Airbnb is the only public VC-backed company founded in the US in the last 15 years that is meaningfully profitable. How did they do it? They dramatically changed their approach to marketing.

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The Marketing Architects

Ep 8 - Brand Awareness – Is it Overrated or Effective Marketing?

Brand is far more measurable today than even five years ago. So why are we still questioning brand’s value? Maybe becauseit’s tough to know exactly how to grow brand—and defend its importance to the business.

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The Marketing Architects

Ep 7 - Behavioral Advertising – How Does Targeting Really Work?

Behavioral targeting has undeniably changed marketing and advertising, fueling the online advertising industry’s growth to $540 billion globally. But what’s the real impact... for marketers and for consumers?

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The Marketing Architects

Ep 6 - What Do Marketers Need to Know About a TikTok Ban?

TikTok has over 100 million American users, and US marketers will spend more than $11 billion on the app by the end of 2023. So what happens if the app is banned?

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The Marketing Architects

Ep 5 - How Will AI Reshape Marketing?

Marketing might just be the category of work most impacted by artificial intelligence in 2023. So how should marketers be thinking about using the technology in their daily work?

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The Marketing Architects

Ep 4 - How to Measure Upper Funnel Marketing Channels

There are more than 130 marketing metrics. But how many really determine marketing effectiveness? Especially for brand-building channels?

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The Marketing Architects

Ep 3 - Advertising During a Recession

The economy can be confusing. How marketers should respond to economic change can be equally difficult to navigate.

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The Marketing Architects

Ep 2 - Narrow Targeting vs Broad Reach Marketing

How do you balance broad reach and highly targeted marketing efforts?

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The Marketing Architects

Ep 1 - The Danger of Digital Marketing Dependence

As a marketer, what is the danger of relying too heavily on digital advertising?

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