HOME

TheInfoList



OR:

In
marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to empha ...
, geomarketing (also called marketing geography) is a discipline that uses
geolocation Geopositioning, also known as geotracking, geolocalization, geolocating, geolocation, or geoposition fixing, is the process of determining or estimating the geographic position of an object. Geopositioning yields a set of geographic coordinates ...
(
geographic Geography (from Greek: , ''geographia''. Combination of Greek words ‘Geo’ (The Earth) and ‘Graphien’ (to describe), literally "earth description") is a field of science devoted to the study of the lands, features, inhabitants, and ...
information) in the process of planning and implementation of marketing activities."Recommending Social Events from Mobile Phone Location Data"
Daniele Quercia, et al., ICDM 2010
It can be used in any aspect of the
marketing mix The term "marketing mix" is a foundation model for businesses, historically centered around product, price, place, and promotion (also known as the "4 Ps"). The marketing mix has been defined as the "set of marketing tools that the firm uses to ...
— the product, price, promotion, or place (
geo targeting In geomarketing and internet marketing, geotargeting is the method of delivering different content to visitors based on their geolocation. This includes country, region/state, city, metro code/ zip code, organization, IP address, ISP, or other cr ...
).
Market segments In marketing, market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as ''segments'') based on some type of shared charact ...
can also correlate with location, and this can be useful in
targeted marketing Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focus ...
. Geomarketing is applied in the financial sector through identifying ATMs traffic generators and creating hotspots maps based on geographical parameters integrated with customer behavior. Geomarketing has a direct impact on the development of modern trade and the reorganization of retail types. Site selection becomes automated and based on scientific procedures that saves both time and money. Geomarketing uses key facts, a good base map,
Whois WHOIS (pronounced as the phrase "who is") is a query and response protocol that is widely used for querying databases that store the registered users or assignees of an Internet resource, such as a domain name, an IP address block or an autonomo ...
data layers, consumer profiling, and success/fail criteria.
GPS tracking A GPS tracking unit, geotracking unit, satellite tracking unit, or simply tracker is a navigation device normally on a vehicle, asset, person or animal that uses satellite navigation to determine its movement and determine its WGS84 UTM ge ...
and
GSM localization The Global System for Mobile Communications (GSM) is a standard developed by the European Telecommunications Standards Institute (ETSI) to describe the protocols for second-generation ( 2G) digital cellular networks used by mobile devices such a ...
can be used to obtain the actual position of the travelling customer.


Software

GIS software A GIS software program is a computer program to support the use of a geographic information system, providing the ability to create, store, manage, query, analyze, and visualize geographic data, that is, data representing phenomena for which l ...
is used to display data that can be linked to a geographic region or area. It can be used to: * Recommend nearby social events. * Determine where the customers are (on country, city, street or user level). * Determine who the customer is (on organisation or user level), or make a guess on it based on earlier encounters by tracking
IP address An Internet Protocol address (IP address) is a numerical label such as that is connected to a computer network that uses the Internet Protocol for communication.. Updated by . An IP address serves two main functions: network interface ident ...
, credit card information, VOIP address, etc. * Visualize any data in a geographic context by linking it to a digital map. * Locate a web client's computer on a digital map. * Calculate summary information for specific areas. * Select customers within specific areas. * Select customers within drive times of a point. * Select customers with a certain radius of a point. * Using micro-geographic segmentation select customers similar to a specific type in the rest of the country.


Applications


Different content by choice

Location-based social media marketing uses geo-specific tools to draw imaginary perimeters that will display all of the social content posted by users in that particular area. A typical example for different
web content Web content is the text, visual or audio content that is made available online and user encountered as part of the online usage and experience on websites. It may include text, images, sounds and audio, online videos, among other items place ...
by location is the FedEx website at FedEx.com where users have the choice to select their country geo — location first and are then presented with different site or article content depending on their selection.


Automated different content

Individuals can deliver different content in
internet marketing The Internet (or internet) is the global system of interconnected computer networks that uses the Internet protocol suite (TCP/IP) to communicate between networks and devices. It is a '' network of networks'' that consists of private, pu ...
, and mobile app marketing through paid or organic search results, based on the geographical
geolocation Geopositioning, also known as geotracking, geolocalization, geolocating, geolocation, or geoposition fixing, is the process of determining or estimating the geographic position of an object. Geopositioning yields a set of geographic coordinates ...
of the targeted audiences.


Other applications

* Solve problems regarding location of a new
retail Retail is the sale of goods and services to consumers, in contrast to wholesaling, which is sale to business or institutional customers. A retailer purchases goods in large quantities from manufacturers, directly or through a wholesaler, an ...
outlet * Map consumer demand trends to best distribute products and advertising. This links with trade zone management. * Scope digital advertising towards individual consumers and producers. * Research consumer shopping patterns and observe traffic within shopping centers and between retail outlets. It also helps in visualisation of
market research Market research is an organized effort to gather information about target markets and customers: know about them, starting with who they are. It is an important component of business strategy and a major factor in maintaining competitiveness. Ma ...
findings and help improve the overall planning ability of organisations. * Improve customer cooperation. * Creation of sales territories We can define the geo-marketing as a strategy and mechanism that provides valuable information that helps in the process of making business decisions using geographical information. The functions of this to search and evaluate marketing opportunities, analyzing geographical information such as location residential areas, topography, it also analyzes demographic information such as age, genre, annual income and lifestyle. This information can be segmented as primary data and sub-segmented as secondary data; in addition, it helps us to develop successful promotional campaigns achieving our marketing goals. This also works with retail chain stores in the sales industry, real estate, and renewable energy, among others. With geomarketing, the general data of a company changes to be more specific regarding their customers and market trends. This allows companies to use secondary data wisely, providing excellent results at low cost compared with traditional market research methods. All data is acquired accurately with
GPS The Global Positioning System (GPS), originally Navstar GPS, is a satellite-based radionavigation system owned by the United States government and operated by the United States Space Force. It is one of the global navigation satellite sy ...
equipment and geographical information software, once the data is acquired, this information is processed by professionals in the field. Geomarketing has helped companies to acquire valuable information such as transit behaviors, most visited places or areas, etc., this information will help these companies to deliver the right message (or promotion), at the right time and place. Most companies use their mobile apps to obtain this information. Mobile apps became more sophisticated using GPS,
Bluetooth Bluetooth is a short-range wireless technology standard that is used for exchanging data between fixed and mobile devices over short distances and building personal area networks (PANs). In the most widely used mode, transmission power is limi ...
, and also social networks to obtain their market information, this information helps to improve their promotional campaigns. According to comScore, about 60 percent of all Internet activities in the U.S. originates from mobile devices and about half of total Internet traffic flows through mobile apps. One example of Geo Location is
Google Maps Google Maps is a web mapping platform and consumer application offered by Google. It offers satellite imagery, aerial photography, street maps, 360° interactive panoramic views of streets (Street View), real-time traffic conditions, and rout ...
— you can search in Google Maps Restaurants near me and it will show different options around your location. One important factor that companies (in this case restaurants) is that they must be sure to optimize their business in Google's directory list.


See also

*
Digital marketing Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during ...
*
Geotargeting In geomarketing and internet marketing, geotargeting is the method of delivering different content to visitors based on their geolocation. This includes country, region/state, city, metro code/ zip code, organization, IP address, ISP, or other c ...
*
GSM localization The Global System for Mobile Communications (GSM) is a standard developed by the European Telecommunications Standards Institute (ETSI) to describe the protocols for second-generation ( 2G) digital cellular networks used by mobile devices such a ...
* Local advertising *
Location-based advertising Location-based advertising (LBA) is a form of advertising that integrates mobile advertising with location-based services. The technology is used to pinpoint consumers location and provide location-specific advertisements on their mobile devices. ...
*
Location-based service A location-based service (LBS) is a general term denoting software services which use geographic data and information to provide services or information to users. LBS can be used in a variety of contexts, such as health, indoor object search, ent ...
*
Location intelligence In business intelligence, location intelligence (LI), or spatial intelligence, is the process of deriving meaningful insight from geospatial data relationships to solve a particular problem. It involves layering multiple data sets spatially and/o ...


References


Bibliography

* Amaduzzi S., ''Geomarketing. I sistemi informativi territoriali SIT - GIS a supporto delle aziende e della pubblica amministrazione'', Roma, EPC editore 2011, , https://web.archive.org/web/20120408195416/http://www.amaduzzi.it/geomarketing/ * Maguire D., Kouyoumjian V., Smith R., ''The Business Benefits of GIS - An ROI Approach'', ESRI Press, 2008. * Peterson K., ''The power of place - Advanced customer and location analytics for market planning'', Integras, 2004 * Cliquet G., ''Geomarketing - Methods and Strategies in Spatial Marketing'', Iste, 2002.


External links

* {{Human geography