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 why Americans watch over 40 hours of TV and video weekly. They examine how viewing habits evolved from 1992 to 2017, revealing that despite digital disruptions, total viewing time keeps growing—and 92% still happens on TV sets, not phones. Topics covered: [01:00] "Why Do People Watch So Much Television and Video? Implications for the Future of Viewing and Advertising"[02:00] Average viewing climbed from 35 to 41 hours weekly[04:00] Live TV dropped to 74%, but TV sets dominate[06:00] EEG studies reveal TV's relaxation effect[08:00] Digital video now rivals traditional TV viewing[10:00] Why entertainment trumps complicated messaging To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Wilbur, Kenneth C. 2023. “Why Do People Watch So Much Television and Video? Implications for the Future of Viewing and Advertising.” Journal of Advertising Research 63, no. 1: 16–31. https://doi.org/10.2501/JAR-2023-003 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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Perfecting Digital Marketing Effectiveness with Kevin Goodwin
Most digital marketers treat brand building like performance marketing. They run two-day tests, allocate 0.2% of budget, or recycle performance creative for reach campaigns. It fails every time.This week, Elena, Angela, and Rob are joined by Kevin Goodwin, SVP of Strategy and Growth at New Engen. Kevin shares how his agency evolved from pure performance marketing to embracing effectiveness principles, why digital gets unfairly dismissed by brand marketers, and the specific ways marketers sabotage their own digital brand-building efforts.Topics covered: [00:04] Kevin's journey from finance to digital marketing at Zulily[00:08] How iOS 14 and rising interest rates forced New Engen to evolve[00:13] Why measurement is critical for digital brand building[00:16] What digital marketers get wrong about brand campaigns[00:20] Why marketers should challenge platforms for better brand-building tools[00:23] Preparing for the death of the click in an AI-driven world To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2025 Tom Roach Article: https://thetomroach.com/2025/01/12/brand-building-in-the-platforms/ Kevin Goodwin’s LinkedIn: https://www.linkedin.com/in/kevin-goodwin-12b4243a/Kevin’s Substack: https://kevingoodwin.substack.com/aboutNew Engen Website: https://newengen.com/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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Nerd Alert: The Paradox of Choice
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 situations where more product options overwhelm consumers and where they help. They reveal how task difficulty, preference uncertainty, and shopping goals determine whether large assortments drive satisfaction or paralyze decision-making.Topics covered: [01:00] "Choice Overload: A Conceptual Review and Meta-Analysis"[02:00] When task difficulty triggers choice overload[03:00] Why product structure matters more than quantity[03:00] How preference uncertainty amplifies overwhelm[04:00] Decision goals: browsing versus buying[05:00] Why curated stores outperform massive malls To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Chernev, A., Böckenholt, U., & Goodman, J. (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333–358. https://doi.org/10.1016/j.jcps.2014.08.002 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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The Effectiveness of Audio
Nielsen finds radio paired with TV can boost ROI by 20%. Podcast ads deliver 70% recall and drive purchase action for 22% of listeners immediately after hearing an ad.This week, Elena, Angela, and Rob explore why audio is such a powerful marketing tool. They share how Marketing Architects' roots in radio shaped their advertising philosophy, explain why sound creates lasting memories and emotional connections, and discuss the future of audio from smart speakers to AI-driven experiences.Topics covered: [03:00] How early radio work shaped Marketing Architects' approach[07:00] Campaign that proved the power of testimonials in audio[13:00] Four ways brands can use audio to build distinctive assets[17:00] Brands getting sonic branding right today[22:00] Advantages and disadvantages of podcast advertising[27:00] Where audio advertising is heading in the next five to ten years To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: WARC Study: https://www.warc.com/content/paywall/article/bestprac/what-we-know-about-radio-and-audio-effectiveness/en-GB/109845?2025 eMarketer Article: https://www.emarketer.com/content/podcast-ads-turn-listener-attention-measurable-action Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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Nerd Alert: The Downsides of Being a 'Lifestyle Brand'
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 lifestyle brands compete for limited consumer self-expression. Once people express themselves through one brand, their appetite for additional identity-driven brands declines.Topics covered: [01:00] "Competing for Consumer Identity Limits to Self-Expression and the Perils of Lifestyle Branding"[02:00] Identity saturation and its effect on brand preference[03:00] Why thinking about favorite brands reduces enthusiasm for new ones[04:00] Symbolic versus functional brands[06:00] What happens when your unique brand becomes mainstream[07:00] Reversing identity saturation through uniqueness threats To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for consumer identity: Limits to self-expression and the perils of lifestyle branding. Journal of Marketing, 75(3), 66–82. https://doi.org/10.1509/jmkg.75.3.66 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, 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.
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