Search engine marketing is not meant to replace all of your other marketing efforts. Instead, it complements nearly every other form of advertising or marketing by engaging customers at the exact point they are searching for products and services that you offer. You already know that your TV, radio, direct response, print, or outdoor campaigns can build awareness for your brand. To maximize the effectiveness of these programs and fully leverage your marketing spend, your brand also must be present when customers are checking out the products and services you advertise elsewhere. You can't count on people to type in your company's name along with the product name. They could be led to a competitor's site instead of yours. Additionally, a robust presence in search engines can expose customers to your brand that haven't heard of you but instead are checking out something they saw advertised by one of your competitors.