Understanding the Value of Marketing in a Changing Economy

In times when businesses are struggling or economies are looking in a darker place, quite often marketing budgets get cut because the owners go, well, I'm not getting anything from marketing, when actually that's probably the time you should lean in more. So what do you think the current economic climate and how businesses should adapt to that is is marketing attributable? How do you ensure that people, business owners, understand the value of marketing?

So, unfortunately, the golden age of digital marketing, I think, has passed in the sense of being able to take an action, track that action, and then attribute the sum of those actions to a revenue. What we're seeing is with kind of privacy laws, the change in attributions, things like iOS 14.5, which really kicked off this idea of not being able to track every person that visits your digital channels.