The Drum: Always-on isn’t a media strategy – it’s an alibi — challenges B2B marketing approach

Context

The Drum's Chris Bagnall argues that 'always-on' isn't a viable media strategy for B2B marketers, instead serving as an alibi for ineffective campaigns. The article challenges marketers to re-evaluate their approach and prioritize certainty over growth. Relevant for B2B marketers seeking to optimize their media strategies.