Like it or not our online ecosystem has fragmented dramatically whilst consumers and brands demand integrated marketing approaches in an age of recession where optimal ROI is their key goals.

Below is just a tiny snapshot of comments, quotes and changes you may have witnessed over the last year.

• The PPC v SEO debate is subsiding as PPC margins diminish
• The value of SEO becomes more measurable
• PPC compliments SEO now more than SEO complimenting PPC
• SEO is a large part of PR
• PR is a large part of SEO
• Affiliate marketing is no longer the standalone channel that is once was
• PPC, SEO and social media tactics are being used in tandem
• Facebook advertising is driving display growth
• Display marketing techniques are begin to use search marketing techniques with real-time bidding
• Display and search approaches are now working together rather than acting in discord
• Mobile has become to be a massive part of the search acquisition channel

• Video and rich media form part of PPC, SEO, social and mobile strategies
• ECRM and Social CRM refine and revitalize email marketing and marketing optimization techniques
• Cross channel attribution management and measurement has become essential to all marketers
• Technology has become the enabler of marketing creativity driven by people

All of the above points highlight that our online marketing environment is constantly shifting and changing in numerous guises.

Hence, to integrate and optimize marketing channels you need to integrate and optimize your people, talent, and processes.

Read more here on State of Search