The following post is written by gyro client Jeff Vail of Siemens Enterprise Communication.
When I started at Siemens Enterprise Communications, we took broad-brush strokes with search and social advertising for “impression” purposes. This approach tended to align with the traditional view of search and social marketing that served as an awareness and consideration builder for top-of-the-funnel activities. However, as a field marketer who owns search, I was interested in using it for more tangible results.
To put this idea into action, Siemens Enterprise Communications turned to the experts at gyro to develop and execute the plan to push search and social “down the funnel” and align it against supporting an identified opportunity. Instead of focusing on getting in the consideration set, we set our sights on developing a program to help influence decision-makers at the point of purchase.
- Driving Search Down the Funnel
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