May 2026

Something is off in how most brands are approaching their marketing channel strategy right now. There are more tools, platforms and ways to reach customers than ever before. But despite that, performance often feels inconsistent. Campaigns launch, content goes live and budgets get spent, yet results don’t always follow. The issue usually isn’t effort or creativity, but often it’s the structure. Right now, most brands expect every channel to do the same thing: drive revenue, hit ROAS goals and justify itself immediately. On the surface, that sounds efficient, but in practice, it creates confusion and weakens performance across the board because