Search is under integrated, and yes I am just as guilty as the very worst. SEM efforts are often segregated from the family that is the marketing mix. The synergistic relationship that could be, often times, never is.
I recall Sean Hickey emphasizing the value of SEM/marketing mix integration at Eastern's Search Marketing Workshop. This post I just read helped put the under-tapped importance of a coordinated digital marketing effort.http://goo.gl/RWMh3