Marketing has changed, and in some ways it hasn’t. The channels move faster, budgets get more scrutiny, and AI has made content easier to produce than at any point before, so producing more of it is no longer enough to stand out.
What hasn’t changed is the underlying job and understand your customers well enough to earn their attention, then their trust, then their business. What has changed is the patience for marketing that can’t show its working. Boards and finance directors want a straight answer on return, and marketing managers, consultants and agencies are increasingly being judged less on visibility and more on outcomes.
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