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Inmarketing,geomarketing (also calledmarketing geography) is a discipline that usesgeolocation (geographic information) in the process of planning and implementation of marketing activities.[1] It can be used in any aspect of themarketing mix — the product, price, promotion, or place (geo targeting).Market segments can also correlate with location, and this can be useful intargeted marketing.
Geomarketing is applied in the financial sector by identifying ATMs traffic generators and creating hotspot maps based on geographical parameters integrated with customer behavior.[2]
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 data layers, consumer profiling, and success/fail criteria.
GPS tracking andGSM localization can be used to obtain the actual position of the travelling customer.
GIS software is used to display data that can be linked to a geographic region or area. It can be used to:
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.[4]A typical example for differentweb content 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.
Individuals can deliver different content ininternet marketing, and mobile app marketing through paid or organic search results, based on the geographicalgeolocation of the targeted audiences.
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 withGPS 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, and also social networks to obtain their market information, this information helps to improve their promotional campaigns. According tocomScore, 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 isGoogle Maps — 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 theCatalan observatoryEIXOS.[5][6]
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