Marketing has become increasingly good at launching things.
New campaigns.
New channels.
New creative.
New offers.
There is always something to launch.
And that creates a subtle problem.
When marketing is organised around campaigns, success becomes associated with what happens next.
The next launch.
...For years, marketing has been treated as a function of campaigns.
Campaigns have start dates.
Campaigns have launch moments.
Campaigns have end dates.
They appear, create noise, generate results and then disappear.
But the environment where companies operate has changed.
And quietly, marketing has b...
Most companies think of marketing as something you turn on.
A campaign launches. Spend increases. Traffic goes up. Leads come in.
And when advertising stops, everything goes quiet again.
That’s not marketing working.
That’s marketing renting attention.
Marketing that truly works behaves differently:
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