What Founders Get Wrong About Marketing (And How to Fix It) . MD Tanzil Ahmed . Founder & CEO Branta Tech

Just Because You Have Money Doesn't Mean You'll Get Sales - The Misconceptions of E-commerce Marketing

Many people assume that spending more money guarantees more sales in e-commerce or F-commerce. However, this is just a myth. If you don’t allocate your budget wisely, it can lead to failure instead of success. Today, let’s look at the case of Mr. X, who invested 500,000 BDT in the e-commerce market but faced setbacks due to poor marketing strategies.

Mr. X’s E-commerce Journey & Mistakes

Mr. X entered the e-commerce market with a budget of 500,000 BDT. He hired Mr. T as his marketer but insisted on following his own plan. Mr. T warned him about potential issues, but Mr. X proceeded regardless. The result? His plan failed!

Mistake 1: Mismatched Influencer Marketing

Mr. X selected an influencer for marketing his product “Y,” but the influencer’s content did not align with the product. Mr. T advised against it, but Mr. X insisted, saying, “I need more reach.”

However, just getting reach doesn’t guarantee sales. If the influencer’s audience isn’t interested in your product, the reach is useless.

Mr. T knew of a better influencer who could provide both reach and conversions, but Mr. X ignored this opportunity. As a result, he got high reach but no sales!

Mistake 2: High Pricing Without Market Consideration

Mr. X’s product had good quality and concept, but the pricing was significantly higher than competitors. Mr. T warned him about this too, but Mr. X relied on Meta Ads, believing, “I’m getting great results from ads!”

Even if ads bring in engagement, customers won’t buy if the price is too high. Most potential buyers started asking, “Is there a discount? Can the price be reduced?” This mistake cost Mr. X heavily.

Where Should Marketing Strategy Be Adjusted?

Influencer Selection – Don’t just look at reach; choose influencers whose audience aligns with your product.

Competitive Pricing – Even if your product is of high quality, pricing must be competitive in the market.

Marketing Mix (4Ps of Marketing)

Product - Ensure it meets market demand.
Price - Set a competitive price after analyzing competitors.
Place - Understand your target audience’s shopping behavior.
Promotion - Combine Meta Ads with influencer marketing, organic content, and offers.

How Can Mr. X Turn Things Around?

Hire the right influencer whose audience matches the product.

Re-adjust pricing based on market demand.

Utilize the ad budget wisely, focusing on conversions instead of just reach.

If Mr. X follows these steps, his business can recover. In e-commerce and F-commerce, spending money isn’t enough—strategic budget allocation is the key to success