Geomarketing: Methods and Strategies in Spatial Marketing

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The process of globalization and rapid technological progress are solid foundations for the fusion of the above mentioned sciences in the area named geomarketing. The concept of GIS systems is not a novelty on the market, but wider use in business decision making has not taken the expected momentum. Several reasons have caused the current situation.

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Users, including businesses, yield before the tool's complexity and often seem not to recognize its possibilities and its vast potential on the market. Although Google is used as a provider of useful information to the companies for the development of maps, specialized software for geomarketing analysis allows companies to build far more complex content that will be able to visually present and analyze given data. Also, the main application in business sector is within the area of urban planning and its area of logistics but the possibilities are vast and GIS tools should be utilized more in the future.

Geographic information is the key to better decision-making; just about everything a community, business, or public agency does, whether in day-to-day operations or long-term planning, is related to its geography Lennox et all, Closer examination of four marketing mix elements together with three additional elements included in the marketing of services - People, Process and Physical evidence Boom and Bitner, A great asset of GIS as a marketing tool is that it is not primarily focused on the customer but on the producer thus the company.

Unfortunately, as a resource it is underused when it comes to its utilization for better positioning of companies on the market. A great omission in the business strategy would be not to integrate geospatial information in decision making and everyday business since geo information could be a highly relevant resource for future success. As never before, all aspects of business, sales and marketing are intertwined, integrated with each other and within society thus it is crucial to create a holistic approach to the market, its sales and marketing efforts Mcdonald and Hugh, By using GIS as a tool, companies could make more timely and cost effective decisions.

Finding the optimal and most efficient way of doing business is one of the company's goals due to adverse market conditions and business risks that all types and sizes of firms are facing.

The method and tool that could provide more comprehensive and holistic approach, where decisions are additionally supported by visual solutions, chosen direction propped by quantitative and qualitative explanations is the GIS. The fact that certainly favors the use of GIS as a business tool is the range of free or reasonably priced digital spatial data available to entrepreneurs. There are sources such as digital atlas of Croatia cities depicted down to street and house number level , census which provides a large number of attributive data socio-economic and demographic data at the county, town and village level, population, age, number of family members, professional qualifications.

Moreover, companies often have considerable spatial data in their databases information obtained during the signing of the contract, different subscriptions, information collected through credit cards or customer clubs that can be utilized for better planning of marketing mix components, i. Understanding the demographic and other characteristics of target group members connected to spatial data is crucial when calculating the return of investment and possible success and growth of the company. The advantages of using GIS tools in marketing GIS may be characterized as a computer-based system consisting of hardware, software, data and applications allowing for integrated digital capture and editing, storing and organizing, modeling and analyzing, presenting and visualizing spatially referenced data of multiple time-dependent and time-independent media Bill, We can observe it as more than a computer database and a set of tools.

GIS is a philosophy of information management and integration of spatial analysis techniques and digital spatial data with computer technology. There is almost no human activity where there is no need for spatial display and data analysis. The sole application of GIS is intended to improve information management, contribute to higher quality of parameter analysis and to increase efficiency of companies. The need for better service, greater accessibility and better understanding of consumers slowly but surely will, in the long run, encourage companies to use geomarketing.

Producers of geospatial data are aware of the limitations of these data Veregin, Possibilities offered by GIS tools are particularly evident in the data modeling when answering complex "what if" questions. An example is the answer regarding road construction and its impact on the traffic.

Geomarketing: Methods and Strategies in Spatial Marketing

Ultimately, it will probably lead to better problem solving or selection of the most optimal solution for companies. Complexity of layers in the map is an important asset. Geomarketing Geomarketing allows the formation of spatially oriented databases and establishment of a correlation between geographic location and any information which can be assigned to spatial dimension.

It is primarily focused on modeling and analysis of information for decision-making and visualization of strategic information, which should result in the selection of the best possible business action. Based on these analyses, strategic decisions on the market are made based on the objectives, mission and goals of the company. So, the market to be served and products to be developed are determined, as well as prices, locations of activities, promotional activities, and the implementation of the strategic plan of activities is monitored and evaluated.

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The scope of geo-marketing is wide and opportunities are ranging from sales management analysis and selection of potential location, market segmentation, monitoring of market shares, sales network optimization, optimization of routes, etc. Geomarketing can also process internal company data addresses of clients, sales figures, etc. With the MDSS a company can collect and interpret relevant information and turn them into the basis for management level decisions. Marketing support system and decision-making associated with GIS form a geomarketing system to support the decision-making - Geomarketing Decision Support System GDSS , which enables the analysis of geographic information by including the spatial components in models [bib.

Expert System ES is a computerized system that mimics the human ability to make decisions. It is designed to solve complex problems based on knowledge as an expert and not by following the programmed templates that is common in conventional programming.

Geomarketing: Methods and Strategies in Spatial Marketing

ES is one of the first successful forms of AI software. When using GIS tools, by selecting the object or feature on the map, the corresponding row in the table with the attributes is selected and vice versa. After the attributes are associated with the data layer, it is possible to use the analytical abilities of GIS in the form of selective display of certain facilities in the area based on the established criteria.

GIS tools provide a way to represent the different data in a cartographic and implementation databases Cliquet, It displays a three-dimensional surface the globe on two-dimensional surface computer monitor. Geomarketing in companies Companies are investing substantial financial amounts in the promotion and promotional campaigns which is certainly a good reason for finding the most efficient advertising channel. Companies are doing everything in their power to ensure that advertisements reach a potential customer. It is the sole aim of advertising.

The main objective of all commercial campaigns is to increase brand awareness and create a greater consumer preferences toward a product or service.

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Geomarketing provides the possibility to enhance business performance through a better understanding of consumers and their socio-demographic categories age, gender, profession, etc. Being aware of the fluctuating trends in consumption, in terms of today's fast pace open market economy, is of undeniable importance for the company since it can gain advantage while exploiting that market potential.

The knowledge about customers helps the company to attract new customers, expand markets, increase the frequency of purchase and revenue per purchase, lower operational costs, ensure customer satisfaction and inspire long-term customer loyalty. Datasheets or similar numerical displays do not have nearly as much impact on the business as a presentation of business data using maps. The success of geomarketing will depend on the use of high-quality digital maps that serve as key building blocks for visual presentation of data.

Today, there are software programs on the market which can create geographic reports Neomapper, Easy Chart, 3D GEO that provide an overview of the market in real time and thus can highly facilitate decision-making in marketing strategy. Programs as Neomapper, by creating maps as visual support to business strategy provide the company with a very powerful tool in the optimization of its business. You look model contains newly sign! Jager is to Analyze not.

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