Contents
What is geomarketing
Geomarketing is a unique branch of marketing based on the analysis and utilization of geographic data. Often, this concept is perceived narrowly: some specialists consider geomarketing to be solely promotion in geoservices, such as maps, while others limit it to the scope of marketing research. In foreign sources, the terms "geomarketing" and "geotargeting" are sometimes used synonymously, with geotargeting referring to online advertising that takes into account the users' location. However, in reality, geomarketing encompasses a much broader range of activities, including both analytical and advertising tools.
Recently, working with geoservices has become a distinct and significant part of geomarketing, which is linked to the growth of capabilities in applications such as "2GIS," "Yandex Maps," and similar platforms. These platforms offer new tools for both paid and free promotion, significantly expanding horizons for businesses.
Why geomarketing is necessary
Geomarketing plays a key role in solving tasks where it is important to consider the location of both the company and its potential clients. With the tools of this field, one can:
- Choose a favorable location for opening a physical store.
- Adapt an existing business to the needs of the local audience.
- Attract local customers to physical stores.
- Maintain active communication with the local audience.
- Find the optimal location for outdoor advertising.
The local audience includes potential customers who live or frequently visit a particular place. Depending on the goals, this can be the audience of an entire country or a narrower one, such as a specific district or street.
Who needs geomarketing
Geomarketing is necessary for any business with a physical presence. This is especially relevant for local companies and branches of large chains. Local businesses may include:
- Restaurants, cafes, and coffee shops;
- Grocery stores;
- Pharmacies;
- Beauty salons and barbershops;
- Hotels and hostels;
- Private clinics and dental offices.
Users typically search for these establishments with reference to their location, choosing the nearest options. For instance, someone may prefer to go to a pharmacy located near their home or to a dental office that is not far away.
Geomarketing tools
Geomarketing offers various tools for analyzing and promoting a business, which can be divided into several categories:
Territory Analysis
Territory analysis is the study of the location where a physical business point is or will be located. The main focus is on pedestrian and vehicle traffic to understand how many people pass by the establishment each day. It is also important to gather data on income, visit purposes, and potential customers' habits. This data helps not only to better understand the target audience but also to assess whether the business will be profitable in that location.
Promotion in Geoservices
Geoservices, such as "Yandex Maps" or "2GIS," provide opportunities to promote a business through information about its location. The more complete the information presented in the business profile, the higher the chances of being noticed by users. It is important to optimize the business profile by adding relevant information, photos, and reviews. Moderation of reviews also plays a significant role in forming reputation.
Promotion in Search Engines
In search engines, geo-dependent queries can also be used for promotion. These queries change depending on the region and allow users to find information about nearby establishments. For example, the query "order pizza in Moscow" will provide results that take the user's location into account.
Geotargeting
Geotargeting allows advertising to be shown to users based on their location. This can be useful for businesses that serve specific areas. More advanced methods, such as geofencing, use GPS to accurately determine the user's location and provide them with relevant information about offers when they are in close proximity to the store.