What leads you to search? There’s always some stimulus that triggers a search query. Often, that’s a marketing message. Google knows this. That’s why it doesn’t rely solely on search engine marketing (SEM) to promote its products. And that’s why it doesn’t count on SEM alone to grow revenue. For years, Google did very little traditional marketing but now it is active in out-of-home and even bought a Super Bowl ad . Tracking — and acting on — linkages between channels is critical for marketers. Marketing channel integration can be difficult, though, especially when silos have been erected between corporations, agencies, and media companies. To overcome these hurdles, align incentives and centralize data systems. It’s an over-used buzzword, but a “holistic” approach is critical. Chapter 20: Don’t Rely on Search Engine Marketing Alone QUOTABLE: “ The biggest opportunity moving forward is to understand the interaction effects between media.” – Jon Kaplan, Industry Director, Financial Services, Google GET GOOGLEY: If you want to bring home the bacon, don’t put all your eggs in the SEM basket. Try to maintain some SEM-blance of balance.