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Introducing a research-first podcast that builds revenue, not condos. Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way,...
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Introducing a research-first podcast that builds revenue, not condos.
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.
mostra meno
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.
The Marketing Architects
The Marketing Architects
Nerd Alert: Cognitive Biases in Marketing
25 LUG 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 marketers can leverage framing and decoy effects to sway consumer choices and boost confidence in their decisions.
Topics covered:
- [00:40] “Changing Decisions: The Interaction Between Framing and Decoy Effects”
- [01:30] Background on cognitive biases
- [02:25] Framing vs. decoy effect
- [03:10] Congruent vs. incongruent decoys
- [05:55] How do positive and negative scenarios affect decisions?
To learn more, visit https://www.marketingarchitects.com/Podcast
Resources:
Di Crosta, Adolfo, Anna Marin, Rocco Palumbo, Irene Ceccato, Pasquale La Malva, Matteo Gatti, Giulia Prete, Riccardo Palumbo, Nicola Mammarella, and Alberto Di Domenico. 2023. "Changing Decisions: The Interaction between Framing and Decoy Effects" Behavioral Sciences 13, no. 9: 755. https://doi.org/10.3390/bs13090755
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
The Most Powerful Marketing Combinations
23 LUG 2024 · Removing TV from a marketing campaign can reduce its impact by 39%. That’s a massive drop—and evidence of the impact including TV in your marketing mix has.
This week, Elena, Angela, and Rob discuss the most effective marketing channel combinations. They explore how TV boosts other channels' performance, the creative challenges inherent to multi-channel campaigns, and the complexities of buying and measuring across channels. Plus, hear their takes on which two channels they'd choose for a D2C brand campaign (if TV wasn't an option).
Topics covered:
- [01:00] Kantar study on TV's impact on campaigns
- [03:30] ThinkBox research on channel combinations
- [07:00] Creative challenges of multi-channel campaigns
- [11:00] Media buying across channels
- [13:00] Measuring multi-channel marketing strategies
- [20:00] AI's role in cross-channel marketing
- [24:00] Top channels for D2C brands
To learn more, visit https://www.marketingarchitects.com/Podcast or subscribe to our newsletter at https://www.marketingarchitects.com/Newsletter.
Resources:
https://www.bandt.com.au/kantar-study-finds-removing-tv-could-reduce-a-campaigns-impact-by-39/
https://www.thinkbox.tv/research/thinkbox-research/demand-generation#key-findings
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Nerd Alert: The Validity of LLMs for Market Research
18 LUG 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 dive into the new world of Large Language Models (LLMs), revealing how AI models are shaking up market research with impressive accuracy. They also stress the need to blend this cutting-edge tech with traditional methods for better insights and data.
Topics covered:
- [01:00] “Determining the Validity of Large Language Models for Automated Perceptual Analysis”
- [01:20] Using LLMs in market research
- [02:20] Battling skepticism with proof
- [04:25] LLMs can visualize brand similarities
- [06:15] Why there is pushback for adopting LLMs
- [07:50] Combining LLMs with human insight
To learn more, visit https://www.marketingarchitects.com/Podcast
Resources:
Li, Peiyao and Castelo, Noah and Katona, Zsolt and Sarvary, Miklos, Determining the Validity of Large Language Models for Automated Perceptual Analysis (December 6, 2023). Available at SSRN: https://ssrn.com/abstract=4241291 or http://dx.doi.org/10.2139/ssrn.4241291
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
How to use LLMs for Market Research
16 LUG 2024 · Artificial intelligence is taking over the world of market research with its ability to accurately predict human responses. But how can you best use AI to help make informed decisions about your business?
This episode, Elena, Angela, and Rob dive into the world of AI-driven market research, exploring the latest advancements in and practical applications of large language models (LLMs) for better understanding your audience.
Topics covered:
- [0:47] Exploring AI and market research with LLMs
- [1:03] Study on language models simulating human responses
- [4:45] Synthetic audiences vs. traditional methods
- [11:00] Practical uses of LLMs in marketing
- [14:47] Launching ScriptSooth for pretesting TV commercials
- [20:23] History of pretesting and transition to synthetic audiences
- [22:01] Potential futures of AI
To learn more, visit https://www.marketingarchitects.com/Podcast or subscribe to our newsletter at https://www.marketingarchitects.com/Newsletter.
Resources:
https://doi.org/10.48550/ARXIV.2209.06899
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Nerd Alert: The Power of Positive Feedback
11 LUG 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 research showing that starting customer surveys with open-ended positive questions can boost spending and loyalty by reinforcing positive memories and attitudes, making it a simple yet powerful strategy for increasing sales.
Topics covered:
- [00:45] “Mere Measurement “Plus”: How Solicitation of Open-Ended Positive Feedback Influences Customer Purchase Behavior”
- [02:13] Asking for feedback brings more sales
- [04:45] Customer commitment and consistency
- [05:25] Positive experience reconstruct memories
- [07:40] Turning causal tasters into food lovers
To learn more, visit https://www.marketingarchitects.com/Podcast
Resources:
Mere Measurement “Plus”: How Solicitation of Open-Ended Positive Feedback Influences Customer Purchase Behavior by Sterling A. Bone, Katherine N. Lemon, Clay M. Voorhees, Katie A. Liljenquist, Paul W. Fombelle, Kristen Bell Detienne, and R. Bruce Money is Journal of Marketing Research, 54(February), 156-170, 2017. The DOI for the article is 10.1509/jmr.14.0232.
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Should Competitors Influence Your Marketing?
9 LUG 2024 · How much should your competition influence your marketing strategy? When should you focus on them? And when does it make more sense to ignore them?
In this episode, Elena, Angela, and Rob discuss competition in marketing. Together, they review strategies for brands navigating competitive pressure and share real-world examples of how some companies have positioned themselves against their rivals. Plus, learn why standing out is sometimes easiest when you don’t obsess over your rivals for consumer dollars.
Topics covered:
- [1:11] Marketing laws: double jeopardy and duplication of purchase
- [2:14] Risks of over-focusing on competitors
- [5:20] Creating and dominating new categories
- [8:03] Rob's history lesson on category entry points
- [14:04] Potential pitfalls of rebranding
- [17:54] Using different channels as a competitive advantage
To learn more, visit https://www.marketingarchitects.com/Podcast or subscribe to our newsletter at https://www.marketingarchitects.com/Newsletter.
Resources:
2018 Building Distinctive Brand Assets Book: https://www.amazon.com/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
How to be a Creative Marketer with Vivienne Wan
2 LUG 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.
Nerd Alert: Do Loyalty Programs Work?
27 GIU 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.
The Battle for Effectiveness with Mark Ritson
25 GIU 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.
Nerd Alert: Can Psychological Targeting Improve Digital Marketing?
20 GIU 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.
Introducing a research-first podcast that builds revenue, not condos. Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way,...
mostra di più
Introducing a research-first podcast that builds revenue, not condos.
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.
mostra meno
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.
Informazioni
| Autore | Marketing Architects |
| Organizzazione | Aiyanna |
| Categorie | Marketing , Economia , Carriere |
| Sito | www.marketingarchitects.com |
| aklaphake@markarch.com |
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