Location-based marketing ‘is the future’ — expert

AMMAN — Customer service is the key to business growth and profitability, and location-based marketing is the future, a digital marketing expert told businesspeople in the capital on Monday.  

“The sales of any business will go down the moment it stops helping customers. The more you help customers, the more sales will go up,” said Paul Smith at a digital marketing seminar held by the creative agency Ideas Corporate Communication.

Addressing representatives from private and public sectors, the expert said that making customer experience shareable is a key factor in boosting businesses and ensuring a wider reach and publicity.

At the seminar, he introduced the SOSTAC planning system, an acronym for situation analysis, objectives, strategy, tactics, action and control. 

While drafting digital marketing strategy, businesses in all fields need to focus on making customers’ lives better.

“When businesses strive to help customers, they will grow,” said Smith. 

Discussing decision making, Smith said the information needed to make a decision must first be defined, then obtained and digested, in order to make the best choices.  

The marketing expert also encouraged businesspeople to engage customers in social media. Business-related websites must host relevant, frequently updated content and should be easy to navigate with high-speed downloads, in order to attract customers to visit more than once, he added.   

The seminar runs until Wednesday, covering topics like search engine optimisation, search engine marketing and content marketing.