What does search fit in your digital marketing program? If you answered ‘with the SEO department’, you’re certainly not alone, as many marketers and businesses owners still use the traditionally siloed approach to search marketing, leaving the SEO folks to do their work, separate from the social, paid and content marketing teams.
However, in the ultra-competitive world of search marketing, integration of tactics under a unified digital marketing strategy is becoming more important than ever.
Similar to mobile accessibility, 2015 is the year when integration of search with the overall digital marketing strategy will increasingly move from a ‘nice to have’ to an essential. Brands that embrace an integrated approach will be rewarded.