Ad budgeting is the process of allocating spend across channels, campaigns, and time periods to hit commercial objectives. Done well, it connects marketing investment to business outcomes. Done poorly, it becomes a political negotiation dressed up as strategy, where the loudest channel gets the most money and performance reports are written to justify what was…
Google’s advertising antitrust case is the most consequential legal challenge to digital media infrastructure in a generation. A US federal court ruled in August 2024 that Google holds illegal monopoly power in search and search advertising, and a separate ad tech trial concluded that same year with findings that Google had illegally dominated the online…
An influencer marketing strategy is a structured plan for using third-party voices to reach, engage, and convert your target audience. Done well, it connects your brand to people who already have the trust and attention you are trying to earn. Done poorly, it burns budget on vanity metrics and leaves nothing in the pipeline. The…
Determining an advertising budget is one of the most consequential decisions a marketing leader makes, and one of the least well-reasoned. Most budgets are set by precedent, politics, or gut feel dressed up as strategy. The businesses that get it right treat budget-setting as a commercial exercise, not a negotiation. The core question is straightforward:…
B2B social media advertising works when it reaches people who can actually buy what you sell. The problem is that most B2B campaigns are optimised for the metrics platforms want you to optimise for, not the outcomes your business needs. Get the audience targeting right, match it to a message that earns attention from a…
Most companies spend somewhere between 5% and 15% of revenue on marketing, depending on their industry, growth stage, and how much pressure the CFO is applying that quarter. But the percentage itself is not the answer. It is a starting point for a conversation that most leadership teams never quite finish. The more useful question…
Media buying in advertising is the process of purchasing ad placements across channels, formats, and audiences to reach the right people at the right time for the right cost. Done well, it is one of the highest-leverage activities in marketing. Done poorly, it is one of the most efficient ways to spend money without growing…
ABM content syndication places your content directly in front of named accounts through third-party publisher networks, intent data platforms, and programmatic distribution channels. Done well, it accelerates pipeline by reaching decision-makers who are already researching your category. Done poorly, it generates impressive-looking engagement reports while your sales team chases contacts who were never going to…
B2B marketing budgets are consistently under-resourced, poorly allocated, and rarely built on a clear commercial logic. Most B2B companies spend somewhere between 5% and 10% of revenue on marketing, but the number itself matters far less than what it funds and why. A well-allocated budget of 5% will outperform a bloated one of 12% almost…
An SEO attribution model is the framework you use to assign credit for organic search conversions across the touchpoints that preceded them. Choose the wrong model and you will systematically undervalue SEO, cut budgets based on bad data, and redirect spend toward channels that look better on paper but perform worse in practice. Most marketing…
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