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?
This week, Elena and Angela are joined by Mary Kyriakidi, Global Thought Leader at Kantar. Mary is the author of Kantar’s evidence-based report “Modern Marketing Dilemmas” which explores some of the most contentious and widely debated topics in marketing today... and what the research says about those topics’ answers.
Topics covered:
- [02:30] How common debates in marketing inspired Kantar’s report
- [03:45] ROI is only part of accurate marketing measurement
- [08:00] The role of brand in driving future buyers
- [13:30] How to measure and evaluate brand equity
- [18:00] Difference vs differentiation in building brand
- [23:00] The future of marketing effectiveness
To learn more, visit
marketingarchitects.com/podcast.
Resources:
Connect with Mary: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/2023 Kantar Report: https://www.kantar.com/campaigns/modern-marketing-dilemmasGet more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.