Marketing activities don’t happen in a vacuum.  Search will always work hardest and best when it’s integrated into an overall marketing strategy.

Search give those people exposed to your ad messages (on and offline) a way to connect with your brand.  Your search traffic will be affected by your offline media - launch a new model of a car on TV and it’s pretty well guaranteed that your search activity will spike that evening and into the next morning.

Your search activity plays a role in brand building - a user searching for plasma TV’s will expect to see certain manufacturers appear in search results.  If your brand doesn’t, it could damage your credibility with that consumer, and it most certainly will keep you off that consumer’s short list.

Online display advertising efforts support your search activity. Studies have shown that when used together, search and online display can lift conversion rates. Users will tend to click on search results from brands they recognise, so while search may play a key role in your marketing strategy, you can’t run search to the exclusion of other important marketing and advertising activities.

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