Full-service digital marketing agency Geary Interactive has acquired Fathom Online, a search engine marketing firm. Though Geary already offered search marketing services, the company says it will expand it demographic reach as a result of the merger.

Geary CEO Andreas Roell said, "The combination of Geary and Fathom Online provides a compelling platform for today's digital marketing landscape. Together, we offer powerful capabilities and deep relationships with publishers and engines, expanded end-to-end customized marketing solutions, a national presence and extensive industry category experience."

The acquisition also highlights the need for integrating SEM campaigns with a larger online marketing strategy.

"Search engine tactics are the most popular element of a digital marketing campaign. In order to effectively generate search demand and convert customers' search clicks, the campaign must also include a strong integration with web development, paid and organic digital media planning and data analytics," said Roell.