The Marketing Architects
Episodes
Nerd Alert: Is TV Still Effective?
04 Apr 2024
Contributed by Lukas
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involv...
Marketing Myths Debunked!
02 Apr 2024
Contributed by Lukas
Is primetime really the “prime” time for TV advertisers? What does research say about subliminal advertising? And is personalization actually wort...
Nerd Alert: Does Behavioral Advertising Benefit Consumers?
28 Mar 2024
Contributed by Lukas
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involv...
What’s Next for Social Media?
26 Mar 2024
Contributed by Lukas
The rise of video-driven social platforms. Evolving privacy regulations limiting advertisers’ access to targeting and reporting data. Meta’s domin...
Nerd Alert: Marketing Research’s Big Problem
21 Mar 2024
Contributed by Lukas
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involv...
Settling the Brand Loyalty Debate
19 Mar 2024
Contributed by Lukas
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 gr...
The Hidden Costs of Low-Quality Media
12 Mar 2024
Contributed by Lukas
Programmatic advertising is bigger than ever. AI’s transforming media buying. Ad fraud continues to grow. And now, MFA (made for advertising) sites ...
Are Celebrities in Advertising Worth the Price?
05 Mar 2024
Contributed by Lukas
Kim Kardashian and Skims. Snoop Dogg’s 'smokeless’ stunt for Solo Brands. And of course, celebrity-packed Super Bowl commercials. What’s the tru...
Break the Digital Doom Loop
27 Feb 2024
Contributed by Lukas
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 tradi...
The Great Reach vs Frequency Debate
20 Feb 2024
Contributed by Lukas
It’s hard enough to agree on definitions for “reach” and “frequency.” Consensus on the ideal balance between the two is just about impossibl...
Understanding Marketing Research with Notre Dame’s Dr. Mitch Olsen
13 Feb 2024
Contributed by Lukas
The US might be behind in marketing effectiveness—at least according to Mark Ritson. But why? What does the state of marketing effectiveness and res...
Media Mix Modeling is Back in Style
06 Feb 2024
Contributed by Lukas
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...
Revolutionizing B2B Marketing with Salesforce’s Colin Fleming
30 Jan 2024
Contributed by Lukas
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 f...
What’s the Deal with Distinctive Assets?
23 Jan 2024
Contributed by Lukas
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 J...
From the Archive: Is Brand Awareness Overrated or Effective Marketing?
16 Jan 2024
Contributed by Lukas
This week, we’re resharing one of our top episodes from the archive. Enjoy, and we’ll be back with new content next week!Brand is far more measura...
Is 2024 the Year of CTV?
09 Jan 2024
Contributed by Lukas
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...
What’s Up with Attention?
02 Jan 2024
Contributed by Lukas
Two trends are colliding. First, advertisers are tracking their investments more carefully. Second, traditional marketing metrics are under attack as ...
From the Archive: How to Measure Upper Funnel Marketing Channels
26 Dec 2023
Contributed by Lukas
This week we’re taking time off to spend the holidays with our families so we’re republishing one of our top episodes from the archives. We hope y...
Year in Review with Sleeping Barber and That’s What I Call Marketing
19 Dec 2023
Contributed by Lukas
It’s a podcast takeover! In a special bonus episode, we’re sharing Elena’s conversation with Marc Binkley and Vassilis Douros of “The Sleeping...
Cheers to 2024 Marketing Trends
19 Dec 2023
Contributed by Lukas
Forrester predicts “experience with generative AI” will be written into 20% of new CMO job descriptions next year. They also say brand purpose is ...
Mastering QR Codes for Shoppable TV
12 Dec 2023
Contributed by Lukas
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...
AI and the Future of Ad Agencies
05 Dec 2023
Contributed by Lukas
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 ...
Marketing to the CFO
28 Nov 2023
Contributed by Lukas
Only 22% of CMOs feel they have a collaborative relationship with their CFO. And only 39% of financial directors have confidence their marketing team ...
Planning a Merry Holiday Shopping Season
21 Nov 2023
Contributed by Lukas
This summer, consumers dug into their wallets to attend concerts, watch movies in theaters, and enjoy sporting events in person. But as economic conce...
How to Create Sticky Digital Advertising
14 Nov 2023
Contributed by Lukas
Do digital ads have your attention, really? What about your audience’s attention? Marketers have shifted from traditional channels to digital ones—...
Avoiding the Google Tax with SEM
07 Nov 2023
Contributed by Lukas
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 a...
Research Says You’re Targeting the Wrong People
31 Oct 2023
Contributed by Lukas
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. ...
Closing the Creativity Gap
24 Oct 2023
Contributed by Lukas
Despite a heightened focus on growth, businesses frequently sideline creativity. Even though unconventional thinking is exactly what’s needed to rea...
7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi
17 Oct 2023
Contributed by Lukas
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? Thi...
How to Invest in Emerging Marketing Channels
10 Oct 2023
Contributed by Lukas
Connected TV. Podcasts. TikTok. Even virtual reality. They all offer advertisers new opportunities to reach potential customers. But emerging channels...
What Prevents Your Team from Achieving Marketing Effectiveness?
03 Oct 2023
Contributed by Lukas
The term "marketing effectiveness" has gained attention lately, but what does it really mean? And what’s stopping marketers from developing truly ef...
Barbie, Lightning Strikes, and High-Impact Marketing on a Budget
26 Sep 2023
Contributed by Lukas
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’...
Emotion is Advertising’s Untapped Performance Lever
19 Sep 2023
Contributed by Lukas
Research from System1 and Pinterest found that digital ads rated highly for emotion resulted in a staggering 90% average increase in brand favorabilit...
How to Speak Marketing to the C-Suite with John Wojcik
12 Sep 2023
Contributed by Lukas
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 doe...
Rethinking B2B Advertising with The B2B Institute’s Ty Heath
05 Sep 2023
Contributed by Lukas
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. This week, Ty Heath...
Effective TV Advertising Part 3—Driving Brand and Sales Together
29 Aug 2023
Contributed by Lukas
The battle over whether marketers should focus on sales or brand results has raged for years now. But while many marketers are now embracing both, thi...
Effective TV Advertising Part 2—Cost Determines ROI
22 Aug 2023
Contributed by Lukas
Targeting the right customer at the right time is a marketer’s dream—but only if the price is right.This is the second of three episodes reviewing...
Effective TV Advertising Part 1—Reach Over Targeting
15 Aug 2023
Contributed by Lukas
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 reas...
Brand Awareness vs Affinity – Which Drives Brand Growth?
08 Aug 2023
Contributed by Lukas
Awareness vs affinity. Reach vs resonance. Even customer acquisition vs loyalty. The debate has many names, and it’s clearly not going anywhere. But...
How Do Earned, Owned and Paid Media Fit in Your Marketing Strategy?
01 Aug 2023
Contributed by Lukas
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 marke...
What Does Creative Effectiveness Really Look Like?
25 Jul 2023
Contributed by Lukas
75% of marketers struggle to link creative activities to commercial returns. And 79% say they have inadequate training to connect creative impact and ...
Is It Time for a Contextual Targeting Comeback?
18 Jul 2023
Contributed by Lukas
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...
How Will AI Change Creative Work?
11 Jul 2023
Contributed by Lukas
Following AI news has been quite the rollercoaster ride lately. The technology’s potential is incredible for a wide range of fields. But especially ...
How to Build a High-Performing Marketing Team
27 Jun 2023
Contributed by Lukas
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...
What Does Tesla’s Pivot to Advertising Mean for Marketers?
20 Jun 2023
Contributed by Lukas
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 co...
Navigating the Dark Funnel of Marketing Measurement
13 Jun 2023
Contributed by Lukas
The “dark funnel” gained attention when marketers realized prospects were beginning the customer journey sooner than they’d thought. And they we...
The Untapped Value of B2B Brands
06 Jun 2023
Contributed by Lukas
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 a...
How to Target Your Audience on Mass Marketing Channels
30 May 2023
Contributed by Lukas
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 target...
How Airbnb Used Brand Awareness to Drive Profitability
23 May 2023
Contributed by Lukas
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 dramatica...
Brand Awareness – Is it Overrated or Effective Marketing?
16 May 2023
Contributed by Lukas
Brand is far more measurable today than even five years ago. So why are we still questioning brand’s value? Maybe because it’s tough to know exact...
Behavioral Advertising – How Does Targeting Really Work?
09 May 2023
Contributed by Lukas
Behavioral targeting has undeniably changed marketing and advertising, fueling the online advertising industry’s growth to $540 billion globally. Bu...
What Do Marketers Need to Know About a TikTok Ban?
02 May 2023
Contributed by Lukas
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 ap...
How Will AI Reshape Marketing?
25 Apr 2023
Contributed by Lukas
AI is probably the hottest topic in business right now. And while the core technology is far from new, the launch of ChatGPT has kickstarted a fresh f...
How to Measure Upper Funnel Marketing Channels
18 Apr 2023
Contributed by Lukas
There are more than 130 marketing metrics. But how many really determine marketing effectiveness? Especially for brand-building channels like TV, radi...
Advertising During a Recession
11 Apr 2023
Contributed by Lukas
Budget cuts. Layoffs. Rethinking your entire marketing strategy? The economy can be confusing. How marketers should respond to economic downturns can ...
Narrow Targeting vs Broad Reach Marketing
04 Apr 2023
Contributed by Lukas
How do you balance broad reach and highly targeted marketing efforts? Angela and Elena are joined by Chief Creative Officer Rob DeMars to talk about t...
The Danger of Digital Marketing Dependence
04 Apr 2023
Contributed by Lukas
As a marketer, what is the danger of relying too heavily on digital advertising? Angela Voss, Rob DeMars, and Elena Hengel tackle this question in the...
The Marketing Architects Podcast Trailer
24 Mar 2023
Contributed by Lukas
Remember when Clubhouse was the future of audio and marketers had to get on-board? What about when headlines announced the death of traditional market...