South Africa, June 12 -- Helpful for the agency invoicing cycle. Helpful for the marketer who needs to point at a thing and say, "That's what we did in Q2". Almost everything else about it is now actively working against you.

But modern algorithms reward continuity. Modern marketing is organised around start dates and end dates. This mismatch is the most expensive habit in the marketing game right now.

The most costly habit in marketing right now isn't bad creative. It relates to the campaign itself.The campaign forces you to do three things that the algorithm, the platforms, and your cost per acquisition (CPA) all punish:

The insatiable creative appetite

Meta launched Andromeda. TikTok built Symphony. Both have rebuilt the engine und...