How To Leverage Search & Brand Like A Digital Marketing Ninja
Search is on the increase, which brand specialist Peter Field has labelled “short-termism undermining long-term success in advertising”, but this opinion piece by sbFlourish CEO Jessica Sullivan (pictured below) explains in true ninja style how to use the intel from one to leverage the other.
Today’s marketing ninjas don’t think of spending on search and brand as two separate sales funnels, but in true ninja style use the intel from one to leverage the other.
Why ninjas are so awesome
We all know that ninjas are some sort of elite warrior, but many of us have not learned the secret of why they were so valuable. Ninjas came into being during a period of Japanese history where a class of feuding warlords were battling for control. Enemies were everywhere and there was the constant forming and breaking of alliances. The task of the ninja was to be constantly collecting intelligence on the intent of other warlords so that the powerhouse conventional forces of the warlord could be mobilised at the right place and the right time for maximum effect. Ninjas were valuable because they generated data on intent that was a force multiplier for the warlord’s conventional troops.
Why you need a digital marketing ninja
It turns out digital marketing ninjas are valuable because they work just like the ninjas of old. Digital marketing ninjas work with both search and brand, using the data on intent from search to act as a force multiplier for brand.
With a digital marketing ninja, the question isn’t “should I spend on search or brand?” Rather, it’s “how do I most effectively use my search intel on buying intent to force multiply the power of my brand?”
Ninja marketing secrets
Ninja marketers don’t just know the value of brand – they know the role of brand in a world dominated by search. The reason search has become a dominant force in marketing spend is that search activity is a great indicator of intent. Bidding for ad space in search makes sense because it positions offerings to a customer at the beginning of the sales funnel. The challenge in using search alone, however, is that competition for ad space drives up the price per click and makes the offerings of competitors clear to consumers.
Get search and brand to work together
The secret of being a marketing ninja is in combining search and brand together to act as a force multiplier in influencing customer choices. A click in search is really data about intent that can be used to target brand spend for greatest effect. This means personalised marketing that uses the data generated by search to send the right brand message at the right time to influence customer choice.
Brand has long been a tool to influence decision making when customers are faced with an excess of choice. Search presents customers with a choice overload, and is therefore an ideal place to use brand to influence outcomes. What a marketing ninja does is make sure that customer data from the search is used to tweak the delivery of the brand message in cross-channel marketing so that it resonates with the customer and leads them along the customer journey at a critical time.
Build customer offerings over time to outflank search
While the initial goal of a marketing ninja is to get search and brand to work together to capture the customer, what they are really doing is playing the long game of outflanking search and building a direct relationship with customers. Search is a powerful initial tool for brands to capture a customer into their sales funnel, but is only the beginning of building a 360-degree view of their customer. Real marketing ninjas ensure that every subsequent interaction with the customer across all modes is captured to better predict future customer needs and intent. That way, the band can be strengthened by relevant offers and incentives in a personalised marketing approach to meet customers’ individual needs. Customers have no need to use search when brands are already giving them what they want.
Knowing a marketing ninja when you see one
You can tell a marketing ninja from a standard digital agency by the way that they are obsessed with customer data. They don’t see search as a competitor, but an integral source of data that can be harnessed to lead customers into an engaging and ongoing customer relationship.
Importantly, they encourage brands to develop a whole-of-business approach to the collection and analysis of customer data so that it can be used as a force multiplier to build and exploit the brand. In the end, marketing ninjas are all about getting and using intelligence to make sure brands’ resources are spent at the right place and time for maximum effect.
Please login with linkedin to comment
digital marketing digital marketing ninja Jessica Sullivan ninja sbFlourishLatest News
Allied Nabs Nicola Gold From Pico International Dubai
Allied Global Marketing (Allied), a full-service integrated marketing agency working with entertainment, consumer and lifestyle brands, has announced the appointment of seasoned executive Nicola Gold as business director APAC, brand experience, effective immediately. Gold assumes a pivotal role in building the Brand Experience offering as part of Allied’s strategy to develop a truly integrated full-service […]
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.
Anthony Ellis Promoted To CEO Of Publicis Media Exchange
Anthony Ellis takes the opportunity to thank the office fern in his press photo following recent work promotion.
Indigenous Stars 3% & Jessica Mauboy Fuel New Supercars Campaign Via WILDCARD
Jessica Mauboy brings the tunes to new Supercars campaign. Meanwhile, Shannon Noll promises a revenge best served cold.
Nine Launches New Look Olympic Experience 100 Days Out From Paris 2024
9Now rolls out Olympics push, but can it bring Aussie gold in handball?
Must-Watch Marketers At Cannes In Cairns!
Is there a better conference agenda than Cannes In Cairns, we ask? Sure, Captain Feathersword yet to put pen to paper.
Retail Media Demands A New Organisation Dynamic
There's no denying retail media's become adland's hot button topic du jour. Much like tomato being the soup du jour.
News Corp & NRMA Unite For Urgent Action To Fix Notoriously Dangerous Bruce Hwy
A top road safety initiative from News & the NRMA. If they could turn their attention to potholes next would be ideal.
Facebook And X Ordered To Remove Sydney Church Stabbing Video; Meta Swiftly Responds, X ‘Too Busy’ To Care
Tech giants ordered to stop running video of Monday's church attack. Not that it's bothered most major news sites.
Tara Ford To Serve On Titanium Jury At Cannes Lions
Monkeys seemingly ruling themselves out of back-to-back Titaniums, as agency ECD takes up Cannes red pen & clipboard.
“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma
Patrick Radden Keefe (pictured), author of global bestseller, Empire of Pain, talked to B&T‘s Nancy Hromin at the Samsung Jaipur Literary Festival about reputation laundering, aggressive marketing strategies and the privilege of still being able to practice pure journalism and be paid for it. Keefe’s in-depth reporting in publications such as The New Yorker and […]
Stuart Archibald Departs Half-Eponymous Agency, Archibald Williams
Stuart Archibald departs Archibald Williams after 12 years. And, no, it's not for golf & bowlo club-priced schooners.
B&T’s Campaign Of The Month Wrapped: Queensland Health’s Frightening Skin Cancer Campaign, Via CHEP
Queensland's beautiful one day, perfect the next but there's still lots that can kill you - crocs, skin cancer & XXXX.
TV Ratings (15/4/24): Amidst It All, Seven News Is The Most-Watched Program In Australia
Network 10 may have had a win in the courts yesterday but, alas, it appears viewers heard all about it on Seven.
Even More Cairns Crocodiles Awards Judges Added As Entries Go Gangbusters!
Cairns Crocodiles assembling ominous judging panel that just so happens to coincide with B&T's office sponge bake off.
“Bias Influences Who & How We Appoint”: Aimee Buchanan On Why Diversity In Leadership Matters
When Aimee speaks, B&T goes full Vanilla Ice: "Stop collaborate & listen, GroupM boss back with a brand new invention."
Dove ‘Won’t Use AI To Represent Women’ To Celebrate 20 Years Of ‘Campaign For Real Beauty’
Yet again, Dove pioneering the adland zeitgeist but ignores current clamour around AI, thank god.
Multicultural Comms Agency Ethnolink Announces AI-Enhanced Multilingual Campaigns
Here's an excellent multilingual AI initiative that will hopefully allow us all to finally comprehend drunk Irish people.
Gate 7 Bolsters Visit California & Brand USA Teams
Travel marketer boosts its team for its US destinations. Any talk of the Aussie dollar remaining strictly off limits.
Mediahub Snares Linda Fagerlund From Carat
Mediahub nabs Carat's Linda Fagerlund after reportedly dangling a large carrot or similar root crop vegetable.
BMF’s Tom Hoskins & Dave Roberts Promoted To Group Creative Directors
More evidence two brains are better than one comes these two promotions. After all, a third brain can cause tensions.
QMS Secures Toyota, Stan, Allianz and Patties Food As Paris 2024 Launch Partners
No one's looking forward to Paris like B&T. We're particularly excited about watching countries who detest one another.
Publicis Groupe APAC Strengthens Its Senior Leadership Team With Key Appointments
Publicis rings the changes with three new appointments. No wonder, given it got all that new biz money last year.
Slew Of Promotions & A New Hire At History Will Be Kind
It's promotions & new recruits at History Will Be Kind. Plus the inevitable angst for staffers who didn't get one.
Latto “Talks Snack” With Menulog Via Thinkerbell
Do Aussie agencies think ads with Americans makes us want to eat more? The food deliverers appear to think so.
ING Invests In Finance Partnership With Seven
Seven amps up its finance coverage in latest partnership. Sadly, it's not bringing Kochie out of the cryogenic freeze.