As technology becomes an ever increasing part of our daily lives new terms and practices evolve especially within the business arena. One of the newest terms to be banded about is that of “geo marketing”.
What exactly is Geo Marketing???
To put it simple geo marketing is where geographic awareness and marketing meet and integrate. Location plays an important part in all types of marketing and the use of geographic intelligence allows this to be exploited to inject greater efficiencies and accuracy within the marketing process.
Geo marketing can be as simple as assessing postcodes within a particular region for disposable income or it could be something more complex such as working out the sphere of influence a retail outlet has in the area in which it is located. i.e. where are its customers coming from. Inversely the impact of the location of competitors can be analysed.
It is quite common for many organisation to hold large amounts of data (customer addresses, supplier addresses etc) which when in tabular or spreadsheet form is clumsy and difficult to interpret. By using Geographic Information Systems (GIS) all this information can be plotted onto a map. This gives a visual representation of your data and allows you to see trends which are not possible when the data is listed in a spreadsheet.
Common uses of geographic intelligence in marketing include:
- Locating a new store or retail outlet
- Data representation and trend analysis.
- Customer / client targeting
- Marketing materials targeting
- Customer analysis
- Market analysis
- Data interpolation
Wilbourn Technology has the expertise to be able to help you with any of the above. We are a Licensed Partner of the Ordnance Survey.