The modern marketing paradox by Kirill Samarits

So, we have billionaires using every single aspect of the digital world. They post, they do podcasts, they talk in selfie camera mode, they engage, they write articles, they shoot YouTube blogs, they vlog, and they post on TikTok.

But on the other hand, we have small and midsized companies who say:

“No, we are okay with our low quality marketing, Canva template posts, and 3 likes as our engagement levels.”

As they say: “We don’t need good marketing for our company.”

The paradox is that the companies that are already globally known, the ones that might actually be able to say “We don’t need marketing, everyone already knows us and buys our services or products,” are actually the ones that use digital marketing the most. Meanwhile, the businesses that truly need that attention to grow their companies close their ears and eyes and believe that they somehow know better than the billionaires.

As a marketing professional for over a decade, I have to say: make that make sense.

Many might pull the card of saying:

“Yes Kirill, but they have insane budgets.”

My reply to that argument is simple.

It is completely irrelevant to your budget.

If Elon, who runs companies generating billions in revenue, still finds the time to do podcasts, post stories, and publish posts on X, or if the CEO of Instagram has the time to post reels from his office talking about Instagram, then clearly the budget argument is completely wrong.

So the real question becomes simple.

If the people at the very top of the world’s biggest companies are constantly communicating, posting, and engaging with their audience…

Why are smaller companies doing the exact opposite?

What do you think?

Let me know.