Geomarketing is the integration of geographical intelligence into various aspects of marketing, including sales and distribution. Geomarketing research is the use of geographic parameters in marketing research methodology, including sampling, data collection, analysis, and presentation. Geomarketing Services related to routing, territorial planning, and site selection where the location is the key factor for such disciplines.
The core base of Geomarketing is the digital map; it can make or break the concept. Equally important, though, is the association of data with these maps using some place-based components. [1]
In marketing , geo (also called marketing geography or geomarketing ) is a discipline within marketing analysis that uses geolocation ( geographic information) in the process of planning and implementation of marketing activities. [2] It can be used in any aspect of the marketing mix – the product, price, promotion, or place ( geo targeting ). Market segmentscan also correlate with location, and this may be useful in targeted marketing. The methodology is effectively applied in the financial sector through the identification of ATMs and the generation of hotspots. [3]
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 database, proper data layers, reliable consumer profiling, and proper success / fail criteria.
GPS tracking and GSM localization can be used to obtain the position of the traveling customer.
Geo marketing software
Geolocation software is used to display data that can be linked to a geographic region or area. It can be used to:
- Recommend nearby social events. [2]
- Determine where the customers are (on the country, city, street or user level).
- Determine who the customer is (on organization or user level), IP address , [4] credit card information, VOIP address, and so on.
- 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 with a certain radius of a point.
- Using micro-geographic segmentation, select customers similar to a specific type in the rest of the country.
Some of the software used includes Geoconcept Sales & Marketing Portal, MapInfo, ArcGIS (ESRI), RegioGraph (GfK), WIGeoWeb (WIGeoGIS) assorted open source like Mapwindow, DIVA (which while normally used for bio-diversity creates very visually pleasing density maps), GRASS (which works in Linux and Windows environments) GeoEdge (local tracking ads and pages). Several other software are available. Indeed, Google Earth provides an excellent set of images that are always useful.
Applications for Geo
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. [5] A typical example for different web sites. FedEx website at FedEx.com where users have the choice to select their country and their location.
Automated different content
Individuals can deliver different content in internet marketing , through paid or organic search results, based on the geographical geolocation of the targeted audiences. An example of software that does this is GeoFli .
Other applications
- Solve problems regarding a new retail outlet
- Map of the world of products and services. This links with trade zone management.
- Digital Advertising Scope towards individual consumers.
- Research consumer shopping patterns and observes traffic within shopping centers and between retail outlets. It also helps in visualizing the market research findings and help improve the overall planning ability of organizations.
- Improve customer cooperation.
- Creation of sales territories
We can define the geo-marketing as a strategy and provides information that helps in the process of making business decisions using geographical information. The functions of this research and evaluation of opportunities, residential areas, topography, it also pays demographic information such as age, gender, annual income and lifestyle. This information may be segmented as primary data and sub-segmented as secondary data; in addition, it helps us to develop successful marketing campaigns. This also works with retail chain stores in the sales industry, real estate, and renewable energy, among others.
With the geo-marketing, the general data of a company changes the market. This data is used to provide data, and provides excellent results at a low cost compared to traditional market research methods. All data is acquired with GPS equipment and geographical information software, once the data is acquired, this information is processed by professionals in the field.
These are the most popular places to visit, as they are most likely to be marketed, etc., at the right time and place. Most companies use their mobile apps to get this information. Mobile apps have become more sophisticated using GPS, Bluetooth, and social networks to obtain their market information. According to comScore. com, about 60 percent of all Internet traffic in mobile devices.
One example of Geo Location is Google Maps – you can search in Google Maps Restaurants near me and it will show you 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
- GSM localization
- Internet marketing
- Local advertising
- Location-based service
References
- Jump up^ Geomarketing in Archived Practice 2008-11-20 at theWayback Machine.
- ^ Jump up to:a b “Recommending Social Events from Mobile Phone Rental Data” , Daniele Quercia, et al., ICDM 2010
- Jump up^ Geomarketing Archived2008-03-12 atArchive.is
- Jump up^ IPInfoDB (2010-04-18). “IP Location XML API” . IPInfoDB . Retrieved 2010-04-18 .
- Jump up^ Lauren Wilson (22 August 2016). “Location Based Social Media Marketing” . Growing Social Media . Retrieved 8 September 2016 .