7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi

Oct 17, 2023 · 28m 5s

Description

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...

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-dilemmas

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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Author	Marketing Architects
Organization	Aiyanna
Website	-
Tags	#advertising #business #data #debate #dilemma #education #learning #marketers #marketing #research #strategy