In
marketing
Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce.
Marketing is usually conducted by the seller, typically a retailer or ma ...
, geomarketing (also called marketing geography) is a discipline that uses
geolocation
Geopositioning is the process of determining or estimating the geographic position of an object or a person.
Geopositioning yields a set of Geographic coordinate system, geographic coordinates (such as latitude and longitude) in a given map datum ...
(
geographic
Geography (from Ancient Greek ; combining 'Earth' and 'write', literally 'Earth writing') is the study of the lands, features, inhabitants, and phenomena of Earth. Geography is an all-encompassing discipline that seeks an understanding o ...
information) in the process of planning and implementation of marketing activities.
["Recommending Social Events from Mobile Phone Location Data"](_blank)
Daniele Quercia, et al., ICDM 2010 It can be used in any aspect of the
marketing mix
The marketing mix is the set of controllable elements or variables that a company uses to influence and meet the needs of its target customers in the most effective and efficient way possible. These variables are often grouped into four key ...
— 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 c ...
).
Market segments
In marketing, market segmentation or customer segmentation is the process of dividing a consumer or business market into meaningful sub-groups of current or potential customers (or consumers) known as ''segments''. Its purpose is to identify pro ...
can also correlate with location, and this can be useful in
targeted marketing
Targeted advertising or data-driven marketing 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 ...
.
Geomarketing is applied in the financial sector by identifying ATMs traffic generators and creating hotspot 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 used for querying databases that store an Internet resource's registered users or assignees. These resources include domain names, IP address blocks and 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 ...
and
GSM localization
The Global System for Mobile Communications (GSM) is a family of standards to describe the protocols for second-generation ( 2G) digital cellular networks, as used by mobile devices such as mobile phones and mobile broadband modems. GSM is also ...
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, Spatial analysis, analyze, and Cartographic design, visualize Geographic data and informati ...
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 assigned to a device connected to a computer network that uses the Internet Protocol for communication. IP addresses serve two main functions: network interface i ...
, 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, publ ...
, and mobile app marketing through paid or organic search results, based on the geographical
geolocation
Geopositioning is the process of determining or estimating the geographic position of an object or a person.
Geopositioning yields a set of Geographic coordinate system, geographic coordinates (such as latitude and longitude) in a given map datum ...
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 the sale to business or institutional customers. A retailer purchases goods in large quantities from manufacturers, directly or through a wholes ...
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. It involves understanding who they are and what they need. It is an important component of business strategy and a major factor in maintaining com ...
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) is a satellite-based hyperbolic navigation system owned by the United States Space Force and operated by Mission Delta 31. It is one of the global navigation satellite systems (GNSS) that provide geol ...
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 li ...
, and also social networks to obtain their market information, this information helps to improve their promotional campaigns. According to
comScore
Comscore, Inc. is an American-based global media measurement and analytics company providing marketing data and analytics to enterprises, advertising agencies, brand marketers, and publishers.
History
Comscore was founded in July 1999 in Resto ...
, 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 panorama, interactive panoramic views of streets (Google Street View, Street View ...
— 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. Another mapping for-profit service that provides geomarketing solutions such as business density, commercial enhancement or employment policy for economical urban planning is the
Catalan observatory
EIXOS.
See also
*
Digital marketing
Digital marketing is the component of marketing that uses the Internet and online-based Information technology, digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and service ...
*
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 family of standards to describe the protocols for second-generation ( 2G) digital cellular networks, as used by mobile devices such as mobile phones and mobile broadband modems. GSM is also ...
*
Local advertising
Local advertising is used in geomarketing to optimize ad delivery, this platform is applied to customers depending on their location. Making purchasing or service decisions is influenced by local marketing. Marketers and businesses consider local a ...
*
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
Location-based service (LBS) is a general term denoting software service (economics), 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 ...
*
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
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