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Geo (marketing)
 
 
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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.






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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. Equally important, though, is the association of data with these maps using some place-based component.

In marketing
Marketing

Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large....
, 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 Internet-connected computer, mobile device, website visitor or other....
 (geographic
Geography

Geography is the study of the Earth and its lands, features, inhabitants, and phenomena. A literal translation would be "to describe or write about the Earth"....
 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 Marketing mix is generally accepted as the use and specification of the four p's describing the strategic position of a product in the marketplace....
 - the Product, Price, Promotion, or Place (geo targeting
Geo targeting

Geo targeting in geo and internet marketing is the method of determining the geolocation of a website visitor and delivering different Web 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 criteria....
). 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
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
GSM localization

GSM localization is the use of multilateration to determine the location of Global System for Mobile Communications mobile phones, usually with the intent to locate the user ....
 can be used to obtain the actual position of the travelling customer.

Geo marketing software

Geolocation software
Geolocation 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, and/or user the IP address has been assigned to, and finally, guess that party's location....
 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
    IP address

    An Internet Protocol address is a numerical identification that is assigned to devices participating in a computer network utilizing the Internet Protocol for communication between its nodes....
    , 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 Applications for Geo


Different content by choice

A typical example for different web content
Web 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, digital image, digital sound, videos and animations....
 by choice in geo marketing and geo targeting
Geo targeting

Geo targeting in geo and internet marketing is the method of determining the geolocation of a website visitor and delivering different Web 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 criteria....
 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
Internet marketing

Internet marketing, also referred to as web marketing, online marketing, or eMarketing, is 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 Internet-connected computer, mobile device, website visitor or other....
 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.


See also

  • Article marketing
    Article marketing

    Article marketing is a type of advertising in which businesses write short article related to their respective industry. These articles are made available for distribution and publication in the marketplace....
  • Claritas Prizm
    Claritas Prizm

    Claritas PRIZM is a set of geo-demographic clusters for the United States, developed by Claritas Inc., which was then acquired by The Nielsen Company....
  • 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....
  • Digital marketing
    Digital marketing

    Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner....
  • 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....
  • GSM localization
    GSM localization

    GSM localization is the use of multilateration to determine the location of Global System for Mobile Communications mobile phones, usually with the intent to locate the user ....
  • Internet marketing
    Internet marketing

    Internet marketing, also referred to as web marketing, online marketing, or eMarketing, is the marketing of products or services over the Internet....
  • Local advertising
    Local advertising

    Local 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....
  • Location-based service
    Location-based service

    A location-based service is an information and 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 transparency
    Media transparency

    Media Transparency is the concept of determining how and why information is conveyed through various means.This is a specific case of the topic, Transparency ....
  • Pricing
    Pricing

    Pricing is one of the four Ps of the marketing mix. The other three aspects are product, promotion, and Distribution . It is also a key variable in microeconomic price allocation theory....
  • Variable pricing
    Variable pricing

    Most 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 management
    Yield management

    Yield management, also known as revenue management, is the process of understanding, anticipating and influencing consumer behavior in order to maximize revenue or profits from a fixed, perishable resource ....
  • Web content
    Web 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, digital image, digital sound, videos and animations....


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