Akhil Saraf says, “A common dilemma faced by the modern marketer is creating the balance between brand building exercises and investments in instant return driven marketing. Building a brand takes a lifetime, and losing it takes one misguided campaign. In the modern day and age, what marketers often fail to realize is that consumers are outsmarting them on a daily basis. When the ecommerce giants started giving discounts to people who left items in their cart and never purchased them, the customers realized it and left items that they didn’t need immediately in their carts and waited for the discount.

The return based marketing effort not only failed there, it also destroyed the confidence of buyers in terms of thinking of the website as a “discounting” brand. Now let’s analyse this situation, from a returns driven perspective, the marketing paid off as they got really good conversions but as a brand building exercise, they didn’t realize that the customer had actually intended to purchase it earlier, but was baiting the companywith his/her honey-trap”.

Brand Building Vs Instant Return Based Marketing and The Secret Solution To Do Both

Entrepreneur

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