Alarming research out in February 2012 from the Internet Advertising Bureau pinpoints the lack of understanding of search engine optimisation (SEO) among marketers. In its Search Marketing Barometer 2012 survey, an incredible 72 per cent of brands admitted that do not – or only partially – integrate search into their wider marketing.

Out of 200 brands interviewed, 94 per cent of brands said they had more opportunities to integrate search into campaigns and 62 per cent of those who had integrated search said that had seen “tangible benefits”.

For Marshall Manson, managing director for Europe, Middle East and Africa for PR firm Edelman, it comes as no surprise that many brands already integrating search into their marketing strategies are reaping the rewards.  - Marketers failing to grasp search, brands say by Chris Lee

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