What Is Location Based Marketing
- Types of Location Based Marketing Explained
- How Location Based Marketing Works
- Location Based Marketing Examples for Local Businesses
- Disadvantages of Location Based Marketing
KNOWLEDGE BASE
Geomarketing
Geomarketing is the one entity in this silo that isn't a delivery mechanism. It's an analytical discipline: mapping demand, mapping competition, and deciding where a business should be fighting at all. Most local SEO skips this step and then wonders why the fight is so hard.
Geomarketing Guides
Each guide is split into a four-part series.
How Location Based Advertising Works
- Platforms That Offer Location Based Advertising
- Location Data Consent and Privacy in Advertising
- How Location Based Ads Work on Facebook
- Store Visit Conversions in Location Advertising
What Is Geomarketing?
Geomarketing is the use of location knowledge — mapped, visualized and analyzed — to plan marketing activity. It sits at the join of geographic information systems and marketing strategy, and it's used for things like territory planning, hotspot mapping and site selection. It answers where, before anything answers how.
It is a decision tool, not a targeting tool.
Geotargeting sends a message somewhere. Geomarketing decides whether that somewhere is worth sending anything to. Mapping where demand actually clusters — and where competitors already own the ground — is what stops a business from spending two years fighting for a neighborhood it was never going to win.
It replaces expensive research with observed data.
The reference article's point is that mapped secondary data delivers good answers cheaply, compared to traditional market research. For a local business, the same logic applies to a rank map: it's an empirical picture of where you're visible, and it costs nothing to look at.
The output is a boundary, and boundaries are actionable.
Which areas to build for. Which to abandon. Which to attack. A service-area business without those lines drawn is optimizing everywhere and therefore nowhere.
Reference
Wikipedia: Geomarketing
The reference article on geomarketing — mapping and GIS applied to marketing strategy, territory planning and site selection.
Read the full article →Geomarketing decides where to compete. Geotargeting only decides where to send the message. Doing the second without the first is how budgets disappear.
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