S3 Ep35: Advertising. The Weak Force with Professor Koen Pauwels

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In this episode of 'That's What I Call Marketing,' host Conor interviews Professor Koen Pauwels, a distinguished marketing expert from Northeastern University in Boston. The conversation delves into various aspects of marketing, including consumer behaviour, global branding challenges, impactful strategies, and the importance of understanding historical marketing theories to tackle modern marketing complexities. Prof. Koen Paweuls shares his extensive academic journey and consulting experience with renowned companies, providing valuable insights applicable to both large corporations and small businesses. The discussion also touches on the role of marketing technology, the balance between short-term and long-term strategies, and the nuanced trade-offs between privacy, pricing, and convenience in consumer decision-making. Whether you're a seasoned marketer or a newcomer, this episode offers a wealth of knowledge and practical advice to enhance your marketing approach.
01:41 Discovering Marketing
04:19 Consumer Behaviour Insights
05:40 Global Brands and Market Entry
09:12 Marketing Beliefs and Theories
19:43 Working with Companies
24:07 Marketing Technology and Attribution
28:01 Understanding Consumer Privacy Preferences
30:01 Amazon's Lookalike Audiences
32:52 The Importance of Marketing Benchmarks
35:20 Advertising Effectiveness and Strategy
42:16 Advice for Small Brands and Startups
48:35 Skills for Future Marketers
This episode is brought to you by CPL Marketing Recruitment
Connect with host Conor Byrne on LinkedIn / conorbyrne