You often scroll reels across multiple agencies showing off their unfathomable ROI, ROAS– but how much of that does convert to actual tangible cash in your pocket –that question is quite debatable depending upon industry to industry. From agency fees to marketing campaign expenses and sourcing cost – you jugglethrough to find one thing “results”.

Results

What are the results that would make you real happy ? Well one would say the cash in abusiness pocket, ironically that’s the true element that we are working for –but there’s a slight demeaner when you talk about that cash flow – 99.9% of businesses would within a week of their ad executions, suddenly agency isexpected to be the cash cow for the business.

Big businesses such as Coke, Doritos, KFC – have they ever pushed you to buy a product – yes obviously they have but in a very soft tone – since they’d want to sell you an experience of being with them rather than you buying the product itself. Let’s answer this, how many brands are doing that? Possibly less than2% of them. Our world’s are filled with questions on what carousels to make, what video to make – to make the brand go viral or to bring expected return, however, that’s a short span win. Businesses which focuses on marketing gets arevenue share for which they have to spend money nearly every month, whereasbusinesses that mix the consideration of branding and marketing own the most amount of share in the market.

Brand aspiration is an expensive affair, why? Because it involves pushing an AGENDAnot a product – that’s a pill that a lot of business people aren’t able todigest. As most of the agencies are focused on getting deliverables done, theydon’t get a fair share of time in creating a strategy and look brand as a whole– this imbalance creates a bubble of result or a displeasure in the minds ofthe business owner. Brand building costs money – a money – Money that you as abusiness owner would think can go for sales – its an offset that you need tocommit to.

So think again, is marketing cheap? If you decide to get a fancy social media post and run some ads – would that account for your marketing – then maybe yes butthat’s just a dopamine effect.

‍