How To Leverage Search & Brand Like A Digital Marketing Ninja

How To Leverage Search & Brand Like A Digital Marketing Ninja
SHARE
THIS



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.

Jessica Sullivan

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 sbFlourish

Latest News

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor
  • Media

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor

Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]

by B&T Magazine

B&T Magazine
Two Out Of Three Australian Crypto Enthusiasts Think Crypto Will Continue To Grow Against The Dollar
  • Technology

Two Out Of Three Australian Crypto Enthusiasts Think Crypto Will Continue To Grow Against The Dollar

According to a new study by Gemini, the meteoric rise and subsequent volatility of Bitcoin has many Aussies considering whether digital assets have a place in an investment portfolio, often comparing cryptocurrencies against more traditional asset classes, such as property. Now, as concerns grow over inflation and the economic slump – motivating many investors to look […]

Facebook Releases Campaign For Ray Ban Stories Smart Glasses
  • Technology

Facebook Releases Campaign For Ray Ban Stories Smart Glasses

Facebook has officially released the campaign for the succinctly named Ray-Ban Stories: First-Generation Smart Glasses. The Ray-Ban Stories are, according to Facebook’s official release, “smart glasses that give you a new way to capture photos and video, share your adventures and listen to music or take phone calls.” They are the product of a collab […]

Two M&C Saatchi Creatives Talk Making Art To Stay Fresh
  • Opinion

Two M&C Saatchi Creatives Talk Making Art To Stay Fresh

M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]

Opinion

by B&T Magazine

B&T Magazine
Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial
  • Marketing
  • Technology

Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial

Esports organisation ORDER has announced the appointment of  Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership
  • Media

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership

Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series
  • Campaigns
  • Technology

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series

Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]

Indie Agency Kaimera Expands With New Hires
  • Marketing

Indie Agency Kaimera Expands With New Hires

Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]

Nine’s Love Island Australia Gets Premiere Date
  • Media

Nine’s Love Island Australia Gets Premiere Date

The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]

Yotpo Expands Down Under With  Multi-Year Shopify Partnership
  • Marketing

Yotpo Expands Down Under With Multi-Year Shopify Partnership

Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care,  e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]