Search provides a reliable element within any marketing campaign, but a robust marketing mix could never be more important. This point was reiterated with a recent ComScore study that suggested display advertising significantly lifts online search activity and demonstrated that consumers exposed to display advertising were more likely to search for brand terms. Seems obvious. Of course there are some interesting numbers to back it up with some compelling lift within specific verticals but exposure in general, leads to search no matter what the medium. Search engines require someone actively searching for something and while the engines can use that information to push contextual, behavioral messages they are at a disadvantage in selling something someone does not know they need. So when creating a marketing plan, know your audience and make sure the media mix includes lead gen that gets people interested, as well as search once they are.