The document discusses careers in integrated digital marketing and the importance of combining SEM, SEO, and SMO strategies. It notes that display ads can increase natural search results by 300% and these tactics are interrelated. While SEM is expensive, SMO and SEO are often ignored which can hurt campaigns. Effective digital marketers combine multiple strategies. Traditional marketing is less effective and more expensive than personalized digital ads. Digital marketing allows more flexibility than other channels. Skills needed for integrated digital roles include experience with SEM, SEO, or SMO and an understanding of online audiences and targeting.