Thales S. Teixeira, Ph.D.

Thales S. Teixeira, Ph.D.

Thales Teixeira is an Associate Professor in the Marketing Unit at Harvard Business School. There he teaches Digital Marketing Strategies to MBAs, PhDs and executives. His research domain comprises viral advertising, digital marketing and The Economics of Attention – i.e., how to capture and use consumer attention effectively to build brands cheaply.

His recent work spans the domains of digital marketing, viral ads, digital disruption models, and cross-media synergies. His research has been published at Harvard Business Review, Forbes, The Economist, NY Times, etc., and he has presented his research at Facebook, Warner Bros., Unilever, Paramount Pictures, Nike, and Disney. Recent keynotes include Marketing Rockstars 2015, National Retail Federation 2014, Cannes Lions 2013.

Recent Research topics

1. The Economics of Attention

The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste money on costly attention sources or reduce their investment in promoting their brands. Instead, they should be thinking about how to "buy" cheaper attention and how to use it more effectively.

2. Strategies for Digital Disruption

A new wave of digital disruption has taken over the web. It is characterized by business models focusing on the separation of consumption activities that traditionally went together such as content and advertising, or browsing and purchasing products. Both incumbents and startups are using technology to break the bonds between what activities consumers want to do and what they previously had to do. Businesses at a threat of being disrupted by this decoupling can use two strategies to respond: re-coupling or rebalancing.

3. New Trends in Retailing and The Attention Economy

This research explores the 10 newest trends in the retailing industry and how innovative companies have used the principles of Economics of Attention to outpace the competition and thrive amid purely digital competitor such as Amazon, Google and Apple, as well as other industry threats. Retailing is becoming more like a media by ‘selling’ attention.

4. Lean Advertising: achieving 80% of impact with only 20% of the cost.

Lean advertising shows how to use nontraditional approaches to create and distribute advertising using extremely low-cost tools on the web. The goal is to propose cost-effective ways to promote products and services on a small budget by reaching 80 percent of the effectiveness of a traditional ad campaign (e.g., one on TV) at 20 percent of the cost.

5. The Science of Viral Marketing

Creating an online ad that goes viral requires more than mere entertainment. There is some art to it but the process can be made more scientific and, thus predictable for businesses. Prof. Teixeira discusses the five techniques that help companies make commercials that people will watch and share.