Geo (marketing)
Encyclopedia
As a general term, Geomarketing is the integration of Geographical intelligence into all marketing aspects including sales and distribution. Geomarketing Research is the use of geographic parameters in research methodology starting from sampling, data collection, analysis, and presentation.
Geomarketing Services are more related to routing, territorial planning, and site selection
whereas the location is the key factor for such disciplines.
The core base of Geomarketing is the digital map; it can either make or break the concept. Equally important, though, is the association of data with these maps using some place-based component.
In marketing
, geo (also called marketing geography or geomarketing) is a discipline within marketing analysis which uses geolocation
(geographic
information) in the process of planning and implementation of marketing activities. It can be used in any aspect of the marketing mix
– the Product, Price, Promotion, or Place (geo targeting
). Market segments can also correlate with location, and this can be useful in targeted marketing.
The methodology geomarketing is successfully 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, proper data layers, reliable consumer profiling, and proper success/fail criteria.
GPS tracking
and GSM localization can be used to obtain the actual position of the travelling customer.
is used to display data that can be linked to a geographic region or area. It can be used to:
Some of the software used includes MapInfo, ArcGIS (ESRI), RegioGraph (GfK), 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). Several other software are available. Indeed Google Earth provides an excellent set of images that are always useful.
by choice in geo marketing and geo targeting
is the FedEx website at FedEx.com where users have the choice to select their country location first and are then presented with different site or article content depending on their selection.
and geomarketing the delivery of different content based on the geographical geolocation
and other personal information is automated.
Geomarketing Services are more related to routing, territorial planning, and site selection
Site selection
Site Selection indicates the practice of new facility location, both for business and government. Site selection involves measuring the needs of a new project against the merits of potential locations...
whereas the location is the key factor for such disciplines.
The core base of Geomarketing is the digital map; it can either make or break the concept. Equally important, though, is the association of data with these maps using some place-based component.
In marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
, geo (also called marketing geography or geomarketing) is a discipline within marketing analysis which uses geolocation
Geolocation
Geolocation is the identification of the real-world geographic location of an object, such as a radar, mobile phone or an Internet-connected computer terminal...
(geographic
Geography
Geography is the science that studies the lands, features, inhabitants, and phenomena of Earth. A literal translation would be "to describe or write about the Earth". The first person to use the word "geography" was Eratosthenes...
information) in the process of planning and implementation of marketing activities. It can be used in any aspect of the marketing mix
Marketing mix
The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients",...
– the Product, Price, Promotion, or Place (geo targeting
Geo targeting
Geo targeting in geomarketing and internet marketing is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, IP address, ISP or other...
). Market segments can also correlate with location, and this can be useful in targeted marketing.
The methodology geomarketing is successfully 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, proper data layers, reliable consumer profiling, and proper success/fail criteria.
GPS tracking
GPS tracking
A GPS tracking unit is a device that uses the Global Positioning System to determine the precise location of a vehicle, person, or other asset to which it is attached and to record the position of the asset at regular intervals...
and GSM localization can be used to obtain the actual position of the travelling customer.
Geo marketing software
Geolocation softwareGeolocation software
In computing, geolocation software is used to deduce the geolocation of another party. For example, on the Internet, one geolocation approach is to identify the subject party's IP address, then determine what country , organization, or user the IP address has been assigned to, and finally,...
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 addressIP addressAn Internet Protocol address is a numerical label assigned to each device participating in a computer network that uses the Internet Protocol for communication. An IP address serves two principal functions: host or network interface identification and location addressing...
, 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 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 MapInfo, ArcGIS (ESRI), RegioGraph (GfK), 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). Several other software are available. Indeed Google Earth provides an excellent set of images that are always useful.
Different content by choice
A typical example for different web contentWeb content
Web content is the textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations....
by choice in geo marketing and geo targeting
Geo targeting
Geo targeting in geomarketing and internet marketing is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, IP address, ISP or other...
is the FedEx website at FedEx.com where users have the choice to select their country location first and are then presented with different site or article content depending on their selection.
Automated different content
With automated different content in internet marketingInternet marketing
Internet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is referred to as the marketing of products or services over the Internet...
and geomarketing the delivery of different content based on the geographical geolocation
Geolocation
Geolocation is the identification of the real-world geographic location of an object, such as a radar, mobile phone or an Internet-connected computer terminal...
and other personal information is automated.
Other
- Solve problems regarding location of a new retailRetailRetail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be...
outlet - Map consumer demand trends to best distribute products and advertising. This links with trade zone management.
- Scope digital advertising towards individual consumers.
- Research consumer shopping patterns and observe traffic within shopping centers and between retail outlets. It also helps in visualisation of market research findings and help improve the overall planning ability of organisations.
- Improve customer cooperation.
See also
- Article marketingArticle marketingArticle marketing is a type of advertising in which businesses write short articles related to their respective industry. These articles are made available for distribution and publication in the marketplace. Each article has a bio box and byline that include references and contact information for...
- Claritas PrizmClaritas PrizmNielsen PRIZM is a set of geo-demographic segments for the United States, developed by Claritas Inc., which was then acquired by The Nielsen Company. It was a widely used customer segmentation system for marketing in the United States in the 1990s and continues to be used today.The segments were...
- Content (media and publishing)Content (media and publishing)In media production and publishing, content is information and experiences that may provide value for an end-user/audience in specific contexts. Content may be delivered via any medium such as the internet, television, and audio CDs, as well as live events such as conferences and stage performances...
- Digital marketingDigital marketingDigital Marketing is the promoting of brands using all forms of digital advertising channels to reach consumers. Digital marketing extends beyond Internet Marketing to include channels that do not require the use of the Internet...
- GPS trackingGPS trackingA GPS tracking unit is a device that uses the Global Positioning System to determine the precise location of a vehicle, person, or other asset to which it is attached and to record the position of the asset at regular intervals...
- GSM localization
- Internet marketingInternet marketingInternet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is referred to as the marketing of products or services over the Internet...
- Local advertisingLocal advertisingLocal advertising refers to optimizing delivering ads according to the position of the recipient . It is used in Geo . Local search often fuels uses optimization for targeting the advertising.-See also:* Geo...
- Location-based serviceLocation-based serviceA Location-Based Service is an information or entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device....
- Media transparencyMedia transparencyMedia transparency is the concept of determining how and why information is conveyed through various means.As used in the humanities,the topic of media transparency implies openness and accountability...
- PricingPricingPricing is the process of determining what a company will receive in exchange for its products. Pricing factors are manufacturing cost, market place, competition, market condition, and quality of product. Pricing is also a key variable in microeconomic price allocation theory. Pricing is a...
- Targeted advertisingTargeted advertisingTargeted advertising is a type of advertising whereby advertisements are placed so as to reach consumers based on various traits such as demographics, purchase history, or observed behavior....
- Variable pricingVariable pricingMost firms use a fixed price policy. That is, they examine the situation, determine an appropriate price, and leave the price fixed at that amount until the situation changes, at which point they go through the process again...
- Yield managementYield managementRevenue management is the process of understanding, anticipating and influencing consumer behavior in order to maximize yield or profits from a fixed, perishable resource...
- Web contentWeb contentWeb content is the textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations....