Is your Conversion Hi-Jacked ?

Brands are spending millions to lure customer loyalty to their products or services from time immemorial. Today we are talking about performance Branding and measurable marketing in media and mobile is at the nerve center of any discussion.

At IAMAI conference in Gurugram #ISP19 , got an opportunity to meet few young entrepreneurs debating about future of Branding and Marketing. I barged into this and raised a point about how you guys measure success or conversion.

They looked at me as alien , because I was not talking jargons they were using , I was talking old fashioned words like Sales , Profit margin per unit , economic value chain , price variables and contribution margin. As chartered accountant , these words are more familiar to me and any debit entry in P&L is inappropriate if it is not linked with the credit entry which is "Sales".

My colleague Pankaj Kapoor requested me to learn few new euphemistic words from this conference , so that I should not sound offbeat. Okay friends , I will learn your terminology only if you prove to me that besides spending millions of $ of my company or client's hard earned money , you will not let my #Brand Hi-jacked . I don't want to invest in fake trackers and dashboard , boasting success of few global platforms fooling everyone with their size and might. I know my customer and my target audience , so please do not rub me off with your millions or billions clicks . for me invoices paid are more meaningful than unknown thumbs up. I have employees to paid in time , vendors to be rewarded for timely supply of quality product to my factory.

I am afraid of loan sharks ready to drag me to insolvency court and VC community looking for unicorns always. I am entrepreneur with businessman mind and don't believe in hire and fire policy. For me business never has any exit plan , but I want to evolve and build my brand with trust and quality service to my clients. My sweat and blood belong to my clients and my reward is like oxyzen for me.

Failure is just a learning for me and I know how to get up and run again. It is not important how fast I run , what is important to me is that I complete the rally without exhausting my breath.

My dear Brand Managers , Digital Strategists , please ensure that my conversion is not hi-jacked . Make a funnel strong enough that my customer do not feel cheated and threatened. I will assure you my best foot forward in terms of customer satisfaction.