Conversion-oriented marketing has gained momentum in recent years, especially amid last year’s pullback in global ad spend. But an over-reliance on short-term sales drivers among many brands results in an unbalanced marketing strategy. In marketing, balance is key. To learn more about the importance of marketing strategies that incorporate both short- and long-term initiatives, we recently spoke with Cara Kantrowitz, Vice President, Solutions Consulting. In our discussion, Cara speaks to the fact that true, long-term business growth won’t come from conversion-focused efforts alone.