For many, above the line advertising is a key part of the marketing mix. However, as users are increasingly looking to search to find their answers, the overlap between the two is becoming more important for brands to consider. This talk will discussed how to further capitalise on media-driven customer demand, through careful planning and collaboration between buying teams and search marketers and with a view to helping make the most of your marketing spend. Ric Rodriguez is a London-based SEO consultant; a self-taught technical enthusiast, he breaks down complicated ideas and concepts into the key, need-to-know facts. Find out more at ricrodriguez.co.uk or @RicRodriguez_UK on Twitter.