Social media marketing changed faster in the past 18 months than in the five years before it. Algorithms shifted. New platforms gained traction. AI flooded feeds with generic content. And audiences — who have always been smarter than brands give them credit for — responded by trusting less, scrolling faster, …
Every conversation about marketing budget eventually reaches the same moment. Someone leans back, narrows their eyes at the proposal, and asks, “What is this going to cost us?” It’s the right question. It’s just not the only one. Because, in our experience, the more important and less often asked question …