Balancing the Needs of Performance Marketing and Branding

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 control of the website. Here’s what can happen when one team dominates the other and how to get them to work together.