The biggest advantage of search engine marketing is its proactive nature. What this means is that potential customers are actively looking for information, products or services. In offline marketing, traditional yellow pages are another example of proactive marketing channel. Compared to the passive marketing model, which is used for advertising in such medias as newspaper, television and billboards, proactive model may be more effective when it comes to immediate returns. On the other hand, other aspects of marketing such as brand recognition may work better on the passive level. Therefore, it is difficult to compare the different marketing channels.
Search engine marketing may be used as a primary or even the only marketing channel. However, too much emphasis on one marketing channel will usually hurt the marketing campaign. Therefore, rather than using one particular channel, it is highly recommended to utilize more than one channel. The saying, “Don’t put all your eggs in one basket” also applies to diversification of marketing.