How many times have we heard, "What would be the ROI of this project?" 🤔 It's a frequent question, isn't it? However, it's essential to remember that ROI is not the ultimate metric of success ❌ Here is why 👇 Marketing ROI has a natural bias that overlooks longer-term results of the value a brand creates for a business. Focusing solely on ROI  leads to a tunnel vision of short-term gains. Branding is definitely a long-term play. So, why do marketers often fall into the trap of favoring performance marketing? 💡 It's easy to get lured into favoring short-term wins. When fighting for a bigger budget or justifying a project's performance, marketing offers a metric-driven approach with clear, tangible outcomes - leads, sales, and clicks. Meanwhile, brand building is harder to quantify and requires long-term investment to see quantifiable results. What is the solution? 🏆 Striking a balance! Analytics can offer the solution. For short-term success, metrics provide a rational representation. However, for long-term success, you should measure behaviors. Using emotional indicators is the key to brand building. How to find a balance? ⚖️ Remember that performance marketing brings quick results, especially if you have the budget for testing new concepts. Paid advertisements offer real-time feedback, enabling you to instantly get feedback on a campaign's efficacy, which you can later use for organic brand building. Why is organic brand building better? 🌿 The leads generated through performance marketing may know your name, but their knowledge about your product is limited. Hence, the conversion rate from lead to discovery call is usually lower with performance marketing than with organic brand building. How to use performance marketing successfully? 🎯 Performance marketing should act as your testing ground. It provides insights to help you scale and make short-term decisions to shape your long-term strategies. Ultimately, the brand building gives you quality, while performance marketing gives you scale. It's all about finding the balance between the two to drive sustainable growth 😎 #ROI #MarketingStrategy #BrandBuilding #PerformanceMarketing #MarketingAnalytics #OrganicGrowth #MarketingBalance