Geomarketer

What is geomarketing?

A geomarketer is a specialist who uses geographic data to analyze and promote businesses. Geomarketing encompasses a wide range of activities, including area analysis and the use of various promotion methods. One aspect of geomarketing is researching a specific area to determine the feasibility of conducting business in that location. For example, geomarketers may study the number of people walking or driving past a particular point.

Another direction of geomarketing is its use for promoting goods and services. There is paid promotion through targeted advertising and free promotion via geoservices, such as "Yandex Maps" or "2GIS." Although commercial tools have already appeared in these services, the main work with them still remains free. Professionals engaged in targeted advertising are called targetologists, while those who work with geoservices and conduct research are collectively referred to as "geomarketers."

Main responsibilities of a geomarketer

The primary task of geomarketers is to work with local businesses—companies that are tied to a specific location. However, the responsibilities of specialists in this field can vary significantly.

Responsibilities of an analytical marketer

Analytical marketers are involved in conducting research and developing strategies for business growth. They need to study:

• pedestrian and vehicle traffic;
• competition in the area;
• the number of local residents;
• lifestyle and habits of the audience;
• the purchasing power of the population.

This data can be researched at various levels—from the country down to a specific street.

Responsibilities of a marketer working with geoservices

Specialists working with geoservices handle tasks such as:

• creating profiles for all company branches;
• maintaining data accuracy (contacts, addresses, photos);
• working on ratings and attracting good reviews;
• setting up paid advertising in geoservices.

Working with geoservices is just starting to gain popularity, so there are currently few vacancies for narrowly specialized geomarketers.

Key skills of a geomarketer

A geomarketer needs to possess both professional and personal skills for successful work.

Professional skills (hard skills)

• Data analysis: The ability to collect and process information using BI systems and programming languages.
• Conducting research: Mastery of marketing research methods, including cartographic analysis.
• Working with services: Knowledge of analytical services and GIS for visualizing geographic data.
• Data presentation: The ability to visualize research results using programs such as Tableau.

Personal skills (soft skills)

• Persistence: The ability to work for long periods with data and repetitive tasks.
• Attention to detail: Important for data accuracy to avoid errors in business decisions.

Pros and cons of the profession

Like any profession, the work of a geomarketer has its pros and cons.

Pros

• A relatively new field that allows you to be one of the first specialists.
• Knowledge of geography will be a significant advantage.
• There are opportunities for career growth depending on the level of qualification.

Cons

• Uncertainty in understanding the role of a geomarketer and career advancement paths.
• Limited tools for working with geoservices.
• Dependence on specific services and technologies.

Demand for the geomarketer profession

Currently, the profession of geomarketer has not yet gained widespread recognition. Although there are many vacancies for marketers in general, specialized job offers for working with geoservices are few. Specialists capable of conducting territorial research are most often called analytical marketers.

Earnings of a geomarketer

There are no specific studies on the salaries of geomarketers; however, one can refer to the earnings of marketers and analysts. In 2024, the average salary for a marketer is about 73,000 rubles, while for an analyst, it is nearly 130,000. Nevertheless, the income level can vary depending on the volume of tasks performed.

Where to study to become a geomarketer

To acquire the necessary knowledge, fields related to marketing are suitable. In universities, you can choose specialties such as "Management" or "Sociology." There are numerous online courses offering training in "Marketer" or "Analytical Marketer." Currently, working with geoservices is not a separate discipline, but it can be studied independently using available resources and guides.