Companies that utilise local search marketing effectively are more likely to be successful, it has been suggested.

Writing for the Milford Daily News, marketing consultant Bob Martel described this advertising strategy as a "game changer".

He noted that those using online marketing services who master the use of social media portals could find it benefits their business.

"Your customer has ready access to more and more choices all thanks to the power of local search marketing results and social media geographic and demographic advertising," he commented.

However, the expert warned that some of the principles of using local search marketing and social media still remains the same as that of advertising through older channels.

For example, he said providing content and material that is "customer-centric" and provides "compelling perceived value" is crucial.

This comes after Gareth Bloor said in an article for Mememburn.com that social media goals should be carefully established before companies branch out into this area.

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