Getting Search and Offline Marketing to Play Nice

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.