RERELEASE: From the archives — originally released in July 2025.
Are your ads landing with consumers?
According to iHeartMedia's "The New American Consumer 2.0" study, 44% of Americans feel ignored by most advertisers.
In today's episode, Alan chats with Gayle Troberman, executive advisor at iHeartMedia, about bridging the gap between marketers and consumers, and the marketing principles that stay consistent despite technological advancements.
Gayle emphasizes the importance of balancing new technology with classic marketing approaches and cautions against neglecting potential customers by focusing too narrowly on the target audience. She highlights the power of evoking memories in advertising, primarily through audio, with examples of iconic jingles. She also describes why radio and podcasting are effective tools for mass reach and emotional engagement.
Gayle Troberman is a highly respected marketing industry veteran. She spent 16 years as chief creative officer at Microsoft, then as chief marketing and ideas officer at IPG Mediabrands. She then became chief marketing officer at iHeartMedia for over a decade before moving into her current role as executive advisor. Today, Gayle works across all iHeartMedia businesses to help them connect with consumers in a deeper, more meaningful way. Her "human first, outcome second" approach to life and marketing has kept her consistently in tune with consumers throughout her career.
In this episode, you'll hear about:
The inspiration behind "The New American Consumer 2.0" study and insights from the research
How marketers can better understand their audience
Approaches to using AI and targeting to add value from a consumer perspective
[00:00] Rerelease note
[00:20] Introduction
[01:50] A "muppalucky" life
[02:55] Gayle's career path
[05:55] The secret to a long CMO tenure
[07:50] Enduring truths in marketing
[13:45] "The New American Consumer Report 2.0"
[18:30] How marketers can reconnect with everyday consumers
[22:45] Who has influence?
[24:20] Using AI in a mindful way
[28:35] An experience that defines you: Developing a human-first philosophy
[31:35] Advice to your younger self: A little more patience and empathy
[33:05] A topic marketers need to learn more about: Balancing the new with the classics
[34:20] Subcultures and trends to follow: Young people taking strong stances
[35:40] Largest opportunity and threat to marketers today: Fake performance indicators
Connect with Gayle Troberman and iHeartMedia:
Connect with Alan Hart and Deloitte Digital:
