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Decoding the Digital Marketing Puzzle

July 26, 20233 min read

Decoding the Digital Marketing Puzzle

Paid Advertising vs. Boosting Posts

As business visionaries, you may often find yourself standing at a crossroads, contemplating the best route to capture your audience's attention in the digital marketing landscape. Well, you're not alone. As your marketing partner and guide, I, Amrit Basran, with over 25 years of experience in the industry, am here to help you navigate this terrain. Today, let's embark on a journey to explore one of the most common dilemmas: Should you opt for Paid Advertising or simply Boost Posts on social media platforms?

Now, I know what you might be thinking. "Amrit, my posts are already getting engagement. Why not just amplify what's working?" I hear you, and I understand. This very sentiment led me to experiment with boosting posts in my early days at Panjab Radio, where I was tasked with expanding our reach.

Boosting Posts is the digital equivalent of placing your brand's billboard in a more bustling part of town. In exchange for a fee, your social media post reaches a larger, potentially more targeted audience. The process is straightforward, and the immediate spike in engagement can be gratifying.

However, as we discovered at Panjab Radio, while boosted posts did result in an increase in interactions, they fell short when it came to driving substantial, sustainable growth. This brings us to the more strategic, albeit complex, counterpart - Paid Advertising.

Paid Advertising allows you to meticulously craft your marketing message and deliver it directly into the hands of your precisely targeted audience. The level of control and customization that paid advertising offers can be likened to directing a production, much like my experience working on "Bend It Like Beckham" and "The Slumdog Millionaire". You are in control of every aspect of your campaign - from the narrative to the actors (audience), the backdrop (platform), and even the showtime (scheduling).

Through Paid Advertising, we were able to drive a significant increase in Genlock Films' profits. This approach allowed us to craft a narrative that resonated with our target demographic, and the results spoke for themselves.

As I reflect on these experiences and the wealth of knowledge I've accumulated over the years, I see how they mirror the journey many businesses embark upon. In the early stages, boosting posts may seem like an attractive, simple solution for increasing engagement. However, as your business evolves, the limitations start to surface. Lack of customization options, fleeting impact, and minimal return on investment are some challenges you might encounter.

On the flip side, Paid Advertising, while seemingly daunting, offers a solution designed for sustainable growth. Precision targeting, total control over your campaigns, and comprehensive analytics are just a few of the perks. Yes, it might require a steeper learning curve and potentially higher costs, but the payoff can be substantially greater.

Now, I'd like to clarify that there's no one-size-fits-all solution. The best choice depends on your unique business goals, resources, and the stage of growth you're at. However, if your ultimate aim is not just to gather likes but to convert prospects into customers, Paid Advertising presents a more strategic, controlled, and result-oriented approach.

So, let's navigate this digital marketing journey together, decoding the complexities and turning challenges into opportunities. After all, as your marketing ally, your growth is my achievement. Here's to creating impactful narratives, reaching the right audience, and propelling your business towards unparalleled success.

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Amrit Basran

With over two and a half decades of seasoned experience in managing production companies and developing groundbreaking marketing strategies, Amrit Basran has carved a niche for himself in the dynamic world of marketing. As the CEO of Social Voodoo, Amrit's revolutionary marketing insights have driven success for clients across industries, transforming businesses from the ground up. His distinctive approach to marketing, a blend of deep consumer understanding, empathetic communication, data-driven decision-making, and unwavering agility in the face of change, has delivered results that resonate. Amrit is not only a marketing guru but also a business mentor, guiding businesses from various stages of their lifecycle to prosperity. From interviewing global stars like Amitabh Bachchan and directing Shahrukh Khan to reviving businesses on the brink of collapse, Amrit's versatility and profound impact are evident. Amrit’s most compelling achievement lies in his ability to ignite hope and entrepreneurial spirit, spurring individuals and businesses alike towards unprecedented success. In sharing his golden nuggets of marketing wisdom, he continues his mission of empowering businesses and making marketing magic accessible to all.

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