The Truth About Marketing Effectiveness with Peter Field

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 brands have lost their cultural authority and face growing consumer resistance. They discuss why authenticity matters more than ever and what it means for marketing strategy.Topics covered:   [01:00] "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding"[02:00] How brand influence has shifted from top-down to consumer-driven[04:00] Cultural engineering and its downfall[05:00] The rise of postmodern consumer culture[08:00] Strategies for authentic brand engagement[09:30] Moving beyond calculated authenticity  To learn more, visit marketingarchitects.com/podcast  Resources: Holt, Douglas B. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding." Journal of Consumer Research, vol. 29, no. 1, June 2002, pp. 70-90. Oxford University Press. Available on JSTOR, https://www.jstor.org/stable/10.1086/339922.   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

86% of Grammarly's marketing team reports that AI prompt generation tools have positively impacted their productivity. But how should marketers balance AI efficiency with maintaining brand voice and authenticity?This week, Elena and Angela are joined by Lena Waters, CMO at Grammarly, to discuss how AI is transforming marketing. Together, they explore the evolution of AI tools in marketing, why brand building matters more than ever in the age of AI, and how marketers can effectively measure success across both brand and performance initiatives. Plus, learn why Grammarly's recent TV campaign resonated surprisingly well with the C-suite.Topics covered: [01:00] How Grammarly approaches AI as both user and creator[09:00] Maintaining brand voice while using AI tools[12:00] Balancing B2B and B2C marketing strategies[19:00] Why TV advertising resonates with the C-suite[24:00] The danger of over-focusing on bottom-funnel metrics[27:00] Lessons from pivoting during COVID-19[31:00] Making AI personal while maintaining trust To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2024 MarketingWeek Article: https://www.marketingweek.com/generative-ai-isnt-marketings-future-its-already-part-of-its-present/ 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. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore the difference between brand loyalty and repeat purchasing. They discuss how brands can misinterpret habitual buying as true loyalty.Topics covered:   [01:00] "Brand Loyalty Versus Repeat Purchasing Behavior"[02:00] Examples of brand loyalty vs. habitual purchasing[04:00] Distinction between repeat purchasing and brand loyalty[05:10] Brands with the most loyal customers[07:00] Surprising entries on the brand loyalty list[09:00] Importance of mental and physical availability  To learn more, visit marketingarchitects.com/podcast or sign up for our newsletter at marketingarchitects.com/Newsletter. Resources: Jacoby, J., & Chestnut, R. W. (1973). Brand Loyalty vs. Repeat Purchasing Behavior. *Journal of Marketing Research*, 10(1), 1-9. https://doi.org/10.2307/3149402  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Brands are spending 3X too much on social media according to new analysis of data from 140 advertisers. The research suggests social spend should drop from 13% to just 4% of media budgets, with the difference reallocated to more effective channels like TV.This week, EssenceMediacom UK's Chief Strategy Officer Richard Kirk joins Elena, Angela, and Rob to explore research on media effectiveness. They discuss why marketers overvalue digital channels, the resurgence of TV advertising, and how streaming platforms' shift to ad-supported models is changing the media landscape. Plus, hear about the UK's robust marketing effectiveness culture and what US marketers can learn from it.Topics covered: [01:00] New analysis reveals major media mix imbalances[06:00] Why 60% of advertising impact comes after three months[09:00] How the Media Mix Navigator tool optimizes spend[13:00] UK's marketing effectiveness culture and research[17:00] Streaming platforms' return to ad-supported models[21:00] The resurgence of TV-style advertising formats  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2024 Media Leader Article: https://uk.themedialeader.com/brands-could-be-spending-three-times-too-much-on-social-you-read-that-right/Profitability 2 Report: https://www.thinkbox.tv/research/thinkbox-research/profit-ability-2-the-new-business-case-for-advertisingMedia Mix Navigator: https://www.thinkbox.tv/training-and-tools/media-mix-navigator/media-mix-navigatorRichard Kirk’s LinkedIn: https://www.linkedin.com/in/richkirkmedia/ 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. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this Halloween special, Elena and Rob explore the impact of fear-based messaging in advertising and public health campaigns. They discuss when fear appeals are most effective and how to strike the right balance.Topics covered:   [01:00] "Appealing to Fear: A Meta-Analysis of Fear Appeal Effectiveness and Theories"[02:35] Real-world examples of fear-based advertising[05:10] Short-term activation vs. long-term branding with fear appeals[08:40] The importance of efficacy statements in fear-based messages[09:50] Linear vs. curvilinear models of fear appeal effectiveness[10:30] How audience characteristics impact fear appeal success  To learn more, visit marketingarchitects.com/podcast or sign up for our newsletter at marketingarchitects.com/Newsletter. Resources: Tannenbaum, M. B., Hepler, J., Zimmerman, R. S., Saul, L., Jacobs, S., Wilson, K., & Albarracin, D. (2015). Appealing to fear: A meta-analysis of fear appeal effectiveness and theories. *Psychological Bulletin*, 141(6), 1178–1204. https://doi.org/10.1037/a0039729   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers.This week, Elena, Angela, and Rob are joined by Peter to discuss the state of marketing effectiveness. Peter shares his thoughts on targeting misconceptions, the power of TV advertising, and why marketers need to focus on long-term brand building. Plus, learn why "waste" in advertising can actually be a good thing.Topics covered:  [01:00] Peter's journey from agency life to independent researcher [04:00] The importance of balancing short-term and long-term marketing strategies [09:30] Why TV remains one of the most effective advertising channels [15:45] Common misconceptions about the 60/40 rule for brand building vs. activation [22:30] The dangers of over-relying on performance marketing and digital metrics [29:00] How to think about marketing effectiveness research and data [35:30] Why broad targeting is often more effective than narrow targeting [40:45] The role of brand building in maintaining pricing power during inflation To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  MarketingWeek Article: https://www.marketingweek.com/peter-field-tv-underpriced/The Long and the Short of it: https://www.amazon.com/Long-Short-Balancing-Long-Term-Strategies/dp/085294134X  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. 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 investments in brand value directly and indirectly boost profitability and market value. Using Amazon as a case study, they discuss the importance of balanced marketing investments even in the face of economic uncertainty.Topics covered:   [02:00] Amazon's advertising strategy across channels[03:55] The brand value chain and its impact[05:10] How brand investments affect financial stability[06:05] Current economic sentiment and marketing spend[07:40] Long-term benefits of advertising during downturns[08:40] Stock price volatility and advertising correlation  To learn more, visit marketingarchitects.com/podcast  Resources: Elsayed, R. A. A. (2023). The effect of investment in the brand value chain on profitability and market value of the firm: lesson of success taken from Amazon. Future Business Journal, 9(19). https://doi.org/10.1186/s43093-023-00196-2  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

90% of CEOs believe they understand marketing's benefits, but only 50% of CMOs agree. This misalignment can significantly impact a brand's growth potential.This week, Elena, Angela, and Rob dive into the complexities of the CEO and CMO relationship. They explore common challenges, signs of disconnect, and strategies for building a partnership that drives business results. Plus, test your knowledge of famous marketing decisions in our CEO vs. CMO quiz.Topics covered: [02:00] McKinsey research on CEO/CMO alignment and growth[04:00] How marketing impacts more than just leads and traffic[06:00] Signs of CEO/CMO disconnect[09:00] The impact of new C-suite titles on marketing roles[13:00] Strategies for improving CEO/CMO alignment[18:00] CEO vs. CMO: Whose idea was it? To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: The McKinsey Podcast Episode: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/analyzing-the-ceo-cmo-relationship-and-its-effect-on-growth 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. 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 personality traits influence consumer responses to personalized ads, revealing key insights for marketers crafting targeted campaigns.Topics covered:   [01:00] "Personality and Psychological Predictors of Instagram Personalized Ad Avoidance" [02:20] The Big Five personality traits [04:35] Self-efficacy's impact on ad perception [05:10] How personality shapes ad avoidance [06:05] Openness and extraversion in ad reception [07:40] Comparing TV ads to personalized digital ads To learn more, visit marketingarchitects.com/podcast  Resources: Amarnath, D. D., & Jaidev, U. P. (2023). Personality and Psychological Predictors of Instagram Personalized Ad Avoidance. *International Journal of E-Business Research, 19*(1). https://doi.org/10.4018/IJEBR.323197   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

AI is transforming marketing faster than any one person can keep up. But is the technology living up to the hype, or are we entering a "trough of disillusionment"?This week, Elena and Rob are joined by Chuck Hengel, Executive Chairman of Misfits and Machines, to explore practical AI use cases in marketing today and exciting possibilities for tomorrow. From AI-powered sales coaching to automated brand management, discover how AI is reshaping the marketing landscape and how you can use it to drive results.Topics covered:[01:00] Is AI entering the "trough of disillusionment"?[07:00] AI for real-time sales coaching and customer support[10:00] Using AI to match brand voice in copywriting[12:00] AI for brainstorming and meeting productivity[14:00] The future of audio as an AI interface for brands[15:45] AI-generated imagery for presentations and ads[17:00] AI-powered strategy creation and business insights[21:45] AI agents for automating complex marketing tasks[24:00] Google's Notebook LM for content summarization To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2024 InfoWorld Article: https://www.infoworld.com/article/2514409/ais-moment-of-disillusionment.html Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.