Branding and performance are typically seen as being on opposite ends of the marketing spectrum -...

Branding and performance are typically seen as being on opposite ends of the marketing spectrum - the PPC specialists do their thing while the branding experts do theirs. But as Dana DiTomaso, Partner at digital marketing agency Kick Point explains in the latest episode of the Call to Action podcast, if you don't see how the two relate, you're likely cheating yourself out of a higher conversion rate.

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