Geomarketing steps throughout history
Our new way of working and planning in this new era is always to look for online reviews, search all types of photos, comments and videos about new places to go. Just a few years ago we knew where to go through other people’s recommendations or guide books. For example, it was popular practice to announce hotels in newspapers and show there the photos of the guided tours.
For companies, it was the same ideology. When starting their business, they selected the place for the word to word or recommendation of known partners. Nowadays, that practice is untenable, so we need to have the market analyzed in another way, de geomarketing tool.
Geomarketing is a sub-discipline of marketing. It is dedicated to the geographical aspects of marketing and supplements the areas of the classic marketing mix consisting of product, price, distribution and communication with the spatial view.
The origin of Geographic Marketing
Its first conceptual approach was in the 90s by Frühling and Steingruber in their article that pointed out that geomarketing is a generic term of several marketing instruments such as “microgeographic segmentation” or “business mapping” and not a specific methodology. But the first concept behind geomarketing as analyzing business activities based on geography goes back much farther. In the 1950s, similar practices were known in German speaking countries as “Absatzforschung” which later evolved in marketing research influenced by the U.S.
Geomarketing through the years
Before social media, between 1994-2026, the internet had a different approach than today. Marketing was still catching up and the first banner released was shown on HotWire. Digital ads were static, only showing up on the website the publishers chose. This all changed by the early 2000s when the introduction of smartphones.
With the new concept of mobiles, internet and GPS, Location-Based Advertising (LBA) had the foundation for a successful future. Companies from all over the world started to get their ads shown to a specific public, thanks to companies such as Google. LBA practice relied on people doing most of the work, all they did was show anything to attract them to your companies.
Since 2015 and now, companies have started to go social to get local engagement from people. So thanks to social media such as Facebook or Twitter business started to be promoted, showing people what they wanted.
Challenges geomarketing discovered through social media
When all types of brands were on all platforms, distributing their products or services, the competition grew exponentially making it more difficult to start a new company. So, geomarketing practice started researching on a way to differentiate their services and discover that actual customers had the necessity for having their products delivered faster everyday.
So they started working on algorithms that decide the best routes for deliveries. With this they improved the customer’s experience and made the companies raise their reliability. Also, with so many different brands, the geospatial data has become really important for business, to analyze and visualize valuable information on digital maps.
Also, to keep on track of the sales of the services or products, the GPS devices brought the real time positioning of consumers allowing them to make more precise and personalized strategies.
The benefits geomarketing provides
The integration of geomarketing into business’s strategic planning is essential. You will have the ability to analyze and interpret geospatial data to make informed decisions regarding market expansion, site selection, and targeted marketing campaigns.
If you are just starting, geomarketing can help to identify optimal store locations by assessing factors such as population density, demographic profiles, and competitor presence.
Why start now with Geovision Group
For businesses integrating geomarketing to their strategy is crucial than ever. Geovision Group has specialized in serving geospatial data to provide tailored solutions that align with your company’s objectives. What we offer you in Geovision Group is:
- Data-Driven Decision Making: We use advanced geospatial analytics to show you market trends, customer behaviors, and optimal site selections, ensuring your decisions are backed by precise data.
- Customized Strategies: we develop geomarketing strategies that fit your target audience and operational goals.
- Competitive Edge: With our location-based intelligence, we help you identify untapped markets and carry out the operations that the company wants to implement.
- Enhanced Customer Engagement: Our expertise enables you to deliver personalized marketing campaigns that match with local audiences, fostering stronger customer relationships.
By partnering with Geovision Group, your business can unleash the power of geomarketing to navigate the complexities of the modern market landscape, ensuring sustained growth and success.
We started to use AI features on Geomarketing to create better insights for your business and its future.
The Evolution of Geomarketing
