Nostalgic advertisements from decades ago

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Tabe Masaki   who wrote this book, has proven his capabilities as a marketer through numerous cases of driving sales of brands, including the Japanese distribution company Marui Group, and is also a marketing manager who runs a marketing company called Novacell. I'm an expert. His book [Brand Search Marketing] develops the story based on the author's philosophy that meaningful results in sales can be achieved only when marketing activities are conducted with the goal of increasing brand search volume. Tabemasaki believes that marketing is management and that the ultimate goal of marketing should be sales. And to achieve this, we argue that increasing brand search volume should be the most intuitive goal of marketing.


Figure 2) Marketing 4P strategy and responsible department (Source: Brand Search Marketing) Why Cambodia Phone Number Data should you conduct marketing aimed at increasing brand search volume? First, increasing awareness does not mean increasing sales. There are brands that have close to 100% awareness but are not searchable. Can a brand that is not searched for and not curious about, really generate meaningful sales? Of course, there are a few brands that are close to classics and generate sales even without special searches (even these brands are making various attempts to generate searches), but excluding these, there was a time when products were sold as long as the product name was exposed. I would like to come here again. (Figure 3)  that only shouted the brand name without context to imprint the brand name. Second, interest in the brand and desire to own it must be linked to lead to sales. Product awareness alone is not enough.




After learning about the product, your business can grow only when you have the desire to have it and want to have it right away. And the expression of interest and desire into action is “search . ” In other words, the author believes that it is possible to determine how many consumers want to buy our products simply by tracking brand search volume. This is why we can say that activities that increase brand search volume = successful marketing . (Figure 4) Factors that increase brand power (Source: Brand Search Marketing) (Figure 5) Now, even well-known brands are conducting campaigns to create interest and desire to own them. Advantages of using brand search as an integrated marketing indicator First, it is objective. Brand search data is not subjective. Because searches are all data, there is no need for unnecessary time or judgment to develop and interpret indicators.