Tactical Search: Local & Mobile Search Dana Todd , CMO, Newsforce (Moderator) Zach Anderson , VP Marketing, TicketCity Sean X. Cummings , Director Marketing, Ask.com Erika Moersch , Manager Paid Search, Outrider Ian White , CEO, Urban Mapping
Have content and campaigns targeted to the various parts of "the funnel.”
Consumers search on category/brand terms. These are ultimately local searches because they buy offline. Consumers do research and then buy in stores. Lead them from the category or brand-level search to where they can buy.
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