GeoMarketing (or Geographic Marketing) is a marketing tactic based on Geographic Information Systems (GIS). It uses geographic information in the process of planning and implementation of marketing activities, and is sometimes known as "Proximity Marketing". Geo marketing campaigns analyse peculiarities of a specific geographic area and tries to incorporate the conclusions into the design of a marketing activity by tailoring it to the demographics or culture of this area.
Geomarketing aims at improving marketing performance through an optimisation process based on geographic analysis. The goal of geomarketing is to find the best solution, the best place, the best network size, the best merchandising choice, the best direct marketing targets and the best sectors. It combines cartography with artificial intelligence to graphically illustrate thes best areas for focus by call centers, logistics services, mobile forces, technicians, etc.
Geo marketing is based on geolocation software. Geo marketing software is a tool for displaying data that has a geographical context, that is, it can be linked to a geographic region or area.
Geomarketing software 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 registrations. Like IP address, Online Creditcard, VOIP, etc.
visualize any data in a geographic context by linking it to a digital map.
locate the 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.
solve problems regarding location of a new retail outlet.
