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In marketing, geomarketing (also called marketing geography) is a discipline that uses geolocation (geographic information) in the process of planning and implementation of marketing activities.[1] It can be used in any aspect of the marketing mix — the product, price, promotion, or place (geo targeting). Market segments can also correlate with location, and this can be useful in targeted marketing.
Geomarketing is applied in the financial sector by identifying ATMs traffic generators and creating hotspot maps based on geographical parameters integrated with customer behavior.[2]
Geomarketing has a direct impact on the development of modern trade and the reorganization of retail types. Site selection becomes automated and based on scientific procedures that saves both time and money. Geomarketing uses key facts, a good base map, Whois data layers, consumer profiling, and success/fail criteria.
GPS tracking and GSM localization can be used to obtain the actual position of the travelling customer.
- ^ "Recommending Social Events from Mobile Phone Location Data", Daniele Quercia, et al., ICDM 2010
- ^ Geomarketing Archived 2008-03-12 at archive.today