Just as many SEOs and digital marketers seem to be unaware that brand advertising and creative campaigns are very much alive and well, traditional marketers need to know that digital channels and tools are now necessary in integrated marketing communications. As a recent Searchmetrics study found, getting found in Google search results is more relevant than ever. Statista also projects the that SEO spending will increase to $79 billion by 2020: So, it’s time to fix the promotion mix by recognising and adding search engine optimisation to that collection of tactics because appearing in search engine results is another promotional method that can extend the reach of one’s marketing efforts. Get the full story at The Drum