Geomarketing

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Geomarketing is a sub-discipline of marketing . It is dedicated to the spatial (geographical) aspects of marketing and supplements the areas of the classic marketing mix consisting of product, price, distribution and communication with the spatial perspective. Geomarketing reflects the spatial dimension of the market and is based on the fact that the market can be differentiated or regionalized .

backgrounds

It is not easy to provide a clear definition for the term “geomarketing”. The first conceptual approximation was made in 1995 by FRÜHLING & STEINGRUBE in their article “Geomarketing: New Terms = New Methods?”. It was already pointed out there that geomarketing is an umbrella term for several marketing instruments such as “micro-geographic segmentation” or “business mapping” and not a specific methodology. Geomarketing is therefore a discipline.

The beginnings of geomarketing go far beyond the concept of the term in the 90s. As the definition of the term says, geomarketing examines and optimizes entrepreneurial activity according to spatial structures, since markets are not the same due to geographical conditions. An examination of paragraphs - also area-related - was traditionally called "sales research" in the German-speaking countries in the 1950s, but the term was gradually replaced by the term "marketing research" from the USA. Basically, it can be said that the analysis of optimizing economic activity from a company perspective is as old as the history of the company itself.

Today, geomarketing is used to plan and control locations (e.g. branch networks ), sales areas (e.g. for field service ) and network infrastructures (e.g. for network coverage or transport routes) through to the targeted development of new markets (e.g. B. for expansion planning). Geomarketing is therefore increasingly finding its way into the area of ​​controlling in order to be able to set different regional requirements for marketing and sales.

Specialized geomarketing software imports company-internal information such as customer data by means of geocoding or links them directly to areas and other market and potential data via coordinates . The market experiences a completely new transparency in the map and opens up new aspects for strategy, marketing and sales in regional planning and the measurement of the success of products, their prices and achievable sales.

Geomarketing at colleges and universities

At some universities and colleges, the basics of geomarketing can be found in the curriculum. Geomarketing is an integral part of the curriculum at Jade University in Oldenburg . At Karlsruhe University of Applied Sciences , the geomarketing specialization is part of the geoinformation management course. In addition, a course on the subject of geomarketing is offered at the University of Vienna as part of an elective module of the Master’s degree in Cartography and Geoinformation. Geomarketing is also offered in study projects at the Justus Liebig University at the Institute for Geography in Giessen.

Definitions

According to Schüssler (2000)

Geomarketing refers to the planning, coordination and control of customer-oriented market activities by companies using geographical information systems . Methods are used that create, analyze and visualize the spatial reference of the examined internal and external company data and process them into information relevant to decision-making.

According to Herter (2007)

Geomarketing analyzes current and potential markets according to spatial structures in order to be able to plan the sale of products more effectively and control them in a measurable way. Geomarketing supplements the classic marketing mix consisting of product, price, distribution and communication with spatial consideration, since the market can be differentiated regionally or geographically.

Herter (2010) explains in more detail: "Marketing is the consistent orientation of a company to sell its products in an optimized way (obsolete sales management). The products are advertised through different advertising channels and sold on different sales channels. The target group represents the interested parties who potentially buy the product ( Consumer ( B2C ) or company ( B2B )). Target groups use different advertising and sales channels to obtain information and to buy. They live, work and move around in space. Product and target group are spatially separated from one another. Sales take place when the distance between product and target group becomes 0. Geomarketing analyzes product and target group according to spatial structures in order to be able to plan sales more effectively and control them in a measurable way. "

Application areas (exemplary)

Location analysis , location planning

  • where is the best location for my company?
  • is the planned location sustainable?
  • where can I open another branch?
  • where do I reach the most customers or prospects?

Sales area planning ( districting )

  • How do I have to tailor my sales areas in order to use the area managers efficiently?
  • how can I delimit areas of equal potential?
  • do my sales areas follow roughly the same travel times?

Sales controlling with potential analysis , competition analysis , weak point analysis

  • where do I have the lowest market share?
  • where is the lowest potential?
  • where did I improve / deteriorate?

Media planning (advertising distribution areas, billboards)

  • where do I focus my advertising in order to minimize wastage ?
  • how do I best reach the target group?
  • which advertising achieves the best response rates in my area ?

Profiling and localization of (potential) customers

  • which typical characteristics of my customers result in the target group definition?
  • where in the catchment area can I find potential customers with the characteristics of my target group?
  • do I have to adapt my offer to a changing customer profile in the catchment area?

Tour planning , route optimization

  • In what order does the sales force have to visit their customers in order to save time and fuel?
  • How do I define sales areas based on optimal routes to the customers?
  • which customer addresses do I combine to create an optimal tour?

literature

  • Gerard Clicquet: Geomarketing - Methods and Strategies in Spatial Marketing, ISBN 978-1-905209-07-1
  • Schüssler, Frank (2006): Geomarketing. Applications of geographic information systems in retail. 2nd Edition. (Tectum) Marburg. ISBN 978-3828889811 .
  • Michael Herter, Karl-Heinz Mühlbauer (Ed.): Handbook Geomarketing . Herbert Wichmann, Heidelberg 2008, ISBN 978-3-87907-453-2 ( reading sample (PDF; 39 kB) Chapter 2.1 Definition of the term "Geomarketing")
  • Werner Tappert: Geomarketing in practice. Basics - possible uses - benefits, ISBN 3-9808493-5-X
  • Geomarketing - Applications of Geographic Information Systems in Retail. By Frank Schüssler Tectum Verlag ISBN 3-8288-8174-2
  • Geomarketing with Microsoft MapPoint - A practical introduction to Business Geographics. By Dirk Grasekamp, ​​Iris Frech, Kai Frech. Microsoft Press ISBN 3-86645-624-7
  • Johannes Kroll, Geomarketing: Microgeography in B2C Direct Marketing, ISBN 3-8366968-6-X , Diplomica Verlag; Edition: 1st edition (September 30, 2010)

Web links

Individual evidence

  1. ↑ Michael Herter, Karl-Heinz Mühlbauer (Ed.): Handbook Geomarketing . Herbert Wichmann, Heidelberg 2008, ISBN 978-3-87907-453-2 ( online ; PDF; 39 kB)
  2. ↑ Michael Herter, Karl-Heinz Mühlbauer (Ed.): Handbook Geomarketing. Understand markets and target groups. Local. Global. Digital. , Herbert Wichmann, Heidelberg 2018, 2nd expanded edition
  3. ↑ Master Cartography & Geoinformation A 066 856. Retrieved on February 20, 2018 .
  4. ↑ F. Schüssler (2000) Geomarketing. Applications of geographic information systems in retail . Tectum-Verlag, Marburg
  5. ↑ Michael Herter, Karl-Heinz Mühlbauer (Ed.): Handbook Geomarketing . Herbert Wichmann, Heidelberg 2008, ISBN 978-3-87907-453-2 ( online ; PDF; 39 kB)
  6. ↑ Lecture by M. Herter at the autumn conference 2010 of the German Association for Surveying ( Download 1.9 MB PDF )