2 JUL 2024 · Every marketer dreams of crafting unforgettable, creative campaigns. But what does creativity really look like? How can you consistently achieve it? And why do so many campaigns fall short of the mark? This week, we’re tackling these questions head-on. Elena, Angela, and Rob are joined by VP of Creative Vivienne Wan to uncover the secrets of creativity in advertising and how you can harness this power to create effective campaigns. Topics covered:    - [0:53] Importance of creativity in marketing - [5:46] Defining creative marketing - [9:41] Steps for developing creative ideas - [12:26] Overcoming creative limitations - [17:05] How emotional marketing drives action - [21:48] Successful creative campaign example     To learn more, visit https://www.marketingarchitects.com/Podcast or subscribe to our newsletter at https://www.marketingarchitects.com/Newsletter.    Resources:  https://www.neurosciencemarketing.com/blog/articles/emotional-ads-work-best.htm   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

27 JUN 2024 · 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 discuss how loyalty programs boost spending, especially among light and moderate buyers, when tailored rewards are offered. They learn that customizing incentives based on purchasing habits can enhance a program’s effectiveness. Topics covered:    - [00:50] “The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty” - [02:30] Loyalty program’s influence on buying patterns - [03:15] The difference between light, medium and heavy buyers - [04:50] Immediate rewards… for light buyers? - [07:15] Loyalty programs resemble a botanical garden  To learn more, visit https://www.marketingarchitects.com/Podcast    Resources:  Liu-Thompkins, Yuping. (2007). The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty. Journal of Marketing - J MARKETING. 71. 19-35. 10.1509/jmkg.71.4.19.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

25 JUN 2024 · Why has America fallen behind the world in marketing effectiveness knowledge? And what can we do to catch up? This episode, Elena, Angela, and Rob are joined by professor, consultant, and columnist Dr. Mark Ritson. Based on his experience as both a marketing academic and practitioner, Mark shares his thoughts on the state of marketing effectiveness in the US, what we can learn from the history of marketing, and the importance of balancing research with active testing to discover marketing strategies that really work.  Topics covered:    - [04:30] What is marketing effectiveness? - [07:30] Why Mark created the Mini MBA - [15:00] How AI will change the future of advertising - [17:15] Why marketers undervalue TV advertising - [21:00] The differences between effectiveness and marketing science - [29:30] Marketing fundamentals don’t change    To learn more, visit https://www.marketingarchitects.com/Podcast or subscribe to our newsletter at https://www.marketingarchitects.com/Newsletter.    Resources:  https://www.marketingweek.com/effectiveness-ignorance-american-marketing/   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

20 JUN 2024 · 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 psychological targeting enhances digital marketing performance. Together, they explain how matching ads to audience traits can offer a more personalized—and effective—approach. Topics covered:    - [00:45] “Psychological Targeting as an Effective Approach to Digital Mass Persuasion” - [01:25] How effective is psychological targeting? - [02:55] Targeting social media activity - [06:00] Create ads based on personality - [07:10] Social media vs. behavioral targeting - [09:00] Sending ads by tracing breadcrumbs  To learn more, visit https://www.marketingarchitects.com/Podcast    Resources:  Matz, Sandra & Kosinski, M. & Nave, Gideon & Stillwell, David. (2017). Psychological targeting as an effective approach to digital mass persuasion. Proceedings of the National Academy of Sciences. 114. 201710966. 10.1073/pnas.1710966114.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

18 JUN 2024 · Did you know AI influencers drive more engagement than real humans do? Or that consumers buy less, not more, from your brand the longer they’re a customer? Or why you always buy the large popcorn at the movie theater, even though you’d be happy with a smaller size? This episode, Elena, Angela, and Rob are sharing some of their favorite (and most surprising) research on marketing principles and consumer behavior. Plus, they dig into how marketers should apply these learnings to their own strategies and campaigns. Prepare to have your mind blown! Topics covered: - [01:00] The Law of Buyer Moderation - [02:30] Why brand loyalty is hard to maintain - [06:00] How the decoy effect changes how we think about options - [10:00] AI vs human influencers - [13:00] Share of voice’s correlation to share of market - [16:45] What is the mere exposure effect? - [20:15] How LLMs are changing market research    To learn more, visit https://www.marketingarchitects.com/Podcast or subscribe to our newsletter at https://www.marketingarchitects.com/Newsletter.    Resources:  https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195573560 https://www.marketingweek.com/marketing-experts-effective-share-of-voice/ https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4241291 https://thedecisionlab.com/biases/mere-exposure-effect https://thedecisionlab.com/biases/decoy-effect     Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

13 JUN 2024 · 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 learn about the value of using irrelevant attributes to set your brand apart from competitors. They explore why even meaningless differentiation can positively impact consumer preference and make your brand memorable.   Topics covered:    - [01:05] “Meaningful Brands from Meaningless Differentiation: The Dependence of Irrelevant Attributes.” - [01:35] The importance of differentiation in marketing - [04:15] Consumers value irrelevant attributes - [07:10] Advertising’s impact in differentiation - [08:40] Differentiation vs. Distinctive branding    To learn more, visit https://www.marketingarchitects.com/Podcast    Resources:  Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. Carpenter, Gregory S; Glazer, Rashi; Nakamoto, KentJMR, Journal of Marketing Research; Aug 1994; 31, 3; ABI/INFORM Globalpg. 339  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

11 JUN 2024 · Connected TV is one of the most popular new marketing channels of 2024. According to eMarketer, CTV ad revenue will reach $28 billion this year. But it’s also one of the most complex and confusing channels.  This episode is dedicated to fixing that. Elena, Angela, and Rob are joined by Director of Advanced TV Marrika Zapiler to break down how CTV works and why it’s attracting so much attention right now. Plus learn how to work around the channel’s complexities to drive performance with CTV campaigns, even as the media landscape continues to change. Topics covered:    - [01:00] Connected TV viewership and ad revenue - [03:00] How do marketers feel about CTV? - [06:00] The history of streaming and CTV - [12:30] How is CTV ad inventory purchased? - [19:00] How much does CTV advertising cost? - [22:00] Targeting options on CTV as the cookie declines - [28:30] The importance of testing new channels    To learn more, visit https://www.marketingarchitects.com/Podcast or subscribe to our newsletter at https://www.marketingarchitects.com/Newsletter.    Resources:  https://www.nielsen.com/insights/2023/data-driven-personalization-2023-state-of-play-report/   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

6 JUN 2024 · 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 take a closer look at the impact celebrities have on consumer buying decisions. Plus, they dig into the psychological and biological reasons as to why celebrity endorsements can be so effective. Topics covered:    - [00:55] “How Celebrity Status Engaged Direction in Ads Drive Visual Attention to Shape Consumer Decisions”  - [01:25] Examples of celebrity endorsed products  - [03:00] Why do celebrity endorsements work?  - [04:10] Effectiveness is rooted in biology  - [05:20] Gaze cueing and Gen Z   To learn more, visit https://www.marketingarchitects.com/Podcast    Resources:  D'Ambrogio, Simone & Werksman, Noah & Platt, Michael & Johnson, Elizabeth. (2022). How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions. Psychology & Marketing. 40. 10.1002/mar.21772.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

4 JUN 2024 · Advertising is on its way out. Or so marketing professor Scott Galloway suggested in his recent interview on the Uncensored CMO podcast.  We (naturally) found this concerning. So this week, Elena, Angela, and Rob are taking a good, hard look at whether advertising really impacts business growth. They review how much the biggest and most innovative brands in the world really spend on advertising, how advertising connects brands with customers, and why brand storytelling matters.  Topics covered:    - [01:00] Galloway’s interview with Jon Evans on Uncensored CMO - [06:30] Is advertising as powerful as it used to be? - [08:30] What happens when you turn off ads? - [13:00] Why even great products need to advertise to stand out - [17:00] How Apple has used advertising to grow - [21:30] The team’s favorite ad campaigns    To learn more, visit https://www.marketingarchitects.com/Podcast or subscribe to our newsletter at https://www.marketingarchitects.com/Newsletter.    Resources:  https://podcasts.apple.com/gb/podcast/scott-galloway-on-the-end-of-the-brand-era/id1486335987?i=1000654133403 https://www.linkedin.com/feed/update/urn:li:activity:7191932287385587712/   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

30 MAY 2024 · 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 us to click and share online content. Is virality just luck, or is it strategic? Discover how emotions and planning play a part. Topics covered:    - [00:50] “What Makes Online Content Viral” - [01:25] What makes something go viral? - [02:50] Content drives social transmission and virality - [05:10] High versus low arousal emotions - [06:05] Why positivity is contagious. - [09:05] Emotion and content sharing  To learn more, visit https://www.marketingarchitects.com/Podcast    Resources:  Berger, Jonah & Milkman, Katherine. (2009). What Makes Online Content Viral? Journal of Marketing Research. 49. 10.2139/ssrn.1528077.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.