Search Integration: Searching for the Perfect Mix?

Despite such user behavior, just 55 percent of the marketers surveyed are integrating search with at least one other offline channel. The rest essentially allow competitors to capitalize on their media and marketing spends.

Remember the Pontiac Super Bowl commercial for its Solstice model a few years ago that instructed viewers to Google Pontiac? While that did drive people to search for Pontiac’s site, one of its top competitors — Mazda — capitalized on that by launching paid search ads to run on those searches that compared the Solstice to its competing model, the Miata.