Hiring digital marketing usually means choosing between two extremes: an agency retainer with a fixed scope, or freelancers per project with no continuity. The token model is a third path that is gaining ground in the United States and is now reaching Latin America.
How it works
You pay a monthly subscription that includes a token bank. Each service — a post, a landing page, an SEO audit — has a defined cost in tokens. You request what you need that month and your balance is deducted instantly. If your priorities change, you redirect the tokens to another channel without renegotiating a contract.
When it makes sense
The model works well when your workload is real but variable: launch months with heavy production, maintenance months focused on SEO and reporting. In that scenario, a fixed retainer wastes budget and freelancing loses coordination across channels.
Where most token platforms fall short is the connection to results: they deliver tasks, not impact. That is why at Itappi On Demand every deliverable is reported with performance data, and that data shapes the next request.