Marketers are getting back to basics. Throughout the year, there’s been a simmering debate for marketers: brand building versus performance marketing. But, in reality, it’s not an either-or equation. Marketers need both brand building and performance marketing to be successful. The problem, of course, is that in in a world that’s obsessed with short-term thinking, the brand building efforts take time to prove while the performance marketing efforts seem like they deliver a clear ROI (or lack thereof) right away. It’s easy, then, to see why marketers would want to invest more in performance marketing to show that their efforts are working and to convince CFOs to open up the purse strings a bit more.