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 disciplins. The core base of Geomarketing is the digital map; it can either make or break the concept.
In marketing, geo (also called marketing geography) 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.
GPS tracking and GSM localization can be used to obtain the actual position of the travelling customer.
Geolocation software is used to display data that can be linked to a geographic region or area. It can be used to:
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, 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.
A typical example for different web content 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.
Automated different content
With automated different content in internet marketing and geomarketing the delivery of different content based on the geographical geolocation and other personal information is automated.
Other
Solve problems regarding location of a new retail outlet. Map consumer demand trends to best distribute products and advertising. Scope digital advertising towards individual consumers.
Research consumer shopping patterns and observe traffic within shopping centers and between retail outlets. Improve customer cooperation.
Contributed by: Bharat Jain
2 comments:
Interesting article on Geo marketing! Reminds me of 1 example which I would like to share with all of you.
If people can take advantage of Geo marketing, they should have a look at Apple’s iPhone 3G.
Apart from the iPhone’s ease of use and integration of being a PDA, iPod and cell phone all rolled into one, it has some very interesting features that could change the face of local advertising. The iPhone has built into it two types of location tracking. One using cell tower triangulation and the other being GPS or Global Positioning System. And while neither of these technologies are new and have even been built into many other cell phones and smart phones, there is one other ingredient that has been missing. Mapping!
The mapping feature used in the iPhone uses GPS or triangulation using cellular towers to plot your location on Google Maps. These mobile maps can be used for directions of course but the really intriguing part is its ability to be used for location based advertising. For instance, a person could search for retail stores closest to them or more interestingly your location could trigger an advertisement from a local business. For example a 2 for 1 deal for glasses at the optician.
Bagpiper.............soda!!!!!!
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