If you think these ongoing posts favor SEM over other channels, it’s hard to argue its value and utility. Hell, it’s hard to argue the growing budget I’m dedicating to it. It’s such a challenge not just to find the right message to get people to take notice, but to find the right channel also. Only when you marry right channel with right message does the equation work best.
And this latest post from Search Insider elaborates more on SEM’s role in the pursuit of a goal, and its difference in tactical nature from other channels like TV.