In marketing, geo (also called marketing geography) is a discipline within marketing analysis which uses geolocation (geographic information) in the process of planning and implementation of marketing activities. Geo marketing analyses 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 is integrating geographical intelligence to all aspects of the marketing mix including the Product, Price, Promotion, and Place.
Another segment where geomarketing is highly influencing is segmentation. Where all segmentation techniques have proven to have tendency to geographical parameters in terms of habits and attitude.
Geo marketing software
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.
Geo marketing 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.
See also
Variable pricing - Pricing
- Yield management
External links
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