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Geo (marketing)
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In marketing, geo (also called marketing geography) is a discipline within marketing analysis which uses geolocation (geographic information) in the process of planning and implementation of marketing activities. It can be used in any aspect of the marketing mix - the Product, Price, Promotion, or Place. Market segments can also correlate with location, and this can be useful in targeted marketing.
Geolocation software is used to display data that can be linked to a geographic region or area. It can be used to:
- Determine where the customers are (on country, city, street or user level).
- Determine who the customer is (on organisation or user level), or make a guess on it based on earlier encounters by tracking IP address, credit card information, VOIP address, etc.
- Visualize any data in a geographic context by linking it to a digital map.
- Locate the computer on a digital map.
- Calculate summary information for specific areas.
- Select customers within specific areas.
- Select customers with a certain radius of a point.
- Using micro-geographic segmentation select customers similar to a specific type in the rest of the country.
- Solve problems regarding location of a new retail outlet.