As effective and popular as search marketing is, it's still often an afterthought, typically bolted on to other marketing efforts without much thought given to synergies or cross-promotional tactics. That's a mistake, and one that more and more companies are grappling with.
Today's SearchDay article, Integrating Search with Other Marketing, covers a recent Search Engine Strategies session where panelists offered recommendations for harmonizing search with other types of marketing, touching on budget, people and operational issues.
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