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This article was originally published on Dynamic Yield. How many times have you landed on a site that looked gorgeous but was almost impossible to use? Or a site so stuffed with SEO copy that it lacked a compelling message? Both are extreme examples of what can happen to an e-commerce site when the balance between branding and performance marketing is off. Though both are necessary for successfully selling a business, at many companies these two teams fight internal battles for...
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This article was originally published on CMO.com. Would you object if a package of money landed on your office doorstep every month? Probably not, but that doesn’t mean it’s a reliable way to earn revenue. Yet this is how many companies used to treat their affiliate marketing channels. Upstart, pure-play e-commerce businesses that were unconcerned with their brand image or their affiliates’ behavior dominated performance marketing. As a result, brand perspective was largely...
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