Fredrick Marckini summed up a lengthy discussion on integrating search marketing with mainline marketing in SearchEngineWatch today, drawing parallels and conclusions that will sound familiar to people who dealt with the same issue in the growth days of direct marketing in the 1980s. Search marketing grew enough in the past two years to have butted up against the budgets of other media, forcing an uneasy competition determined more by corporate politics and biases than marketing efficiency.