Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)
Half the money I spend on advertising is wasted. Now if I only know which half-John Wannamaker
Advertising consumes huge budget and yet it is often does not have tangible ROI. It focus most times is not to generate sales. So why invest in it or not? Like marketing, brand advertising is to create awareness, expose differentiation and to help consideration for the service/products.
If things are done properly, the intangible will manifest in:
1. Exploiting lifetime relationships, values of a customers
2. Turning customer to loyalists.
3. Make customers advocates
But come to think of this, if customers know which half is wasted, what will be the lots of advert agencies? Giving the economic crunch, will you still invest in advertisement or conversation marketing? Which one is important to you as a brand or as a corporate brand? What will you advice your clients to do?