Marketing is getting more expensive, and I increasingly notice two trends:

1. Brands are trying to earn more from existing users. And here's a fresh example: VkusVill (example in the photo), kudos to them for resourcefulness. Let me explain - this is a self-service shelf in an office. At the same time, there's their coffee machine. And the milk they pour into it is not hidden away, but also for sale. The conversion rate is probably low, and it's the least popular product, but they have to store it anyway, and on the shelf it can bring profit. Why isn't coffee placed next to it?
2. They try to attract customers more cheaply. And SEO, which is no longer such a popular channel, is gaining momentum again. Search algorithms decide everything there, and they really appreciate when a user spends a lot of time on a site, and rank such a site better. And so businesses are embedding things that keep users engaged, here for example they made a 2048 game, if one out of ten gets hooked, the site's metrics will grow significantly.