On several occasions we have highlighted the role of geomarketing within brand strategies. It is not for less. One of the traditional 4Ps of marketing is the place or venue. Knowing its characteristics helps us a lot to determine the points, routes or areas to intervene. Otherwise, the investments could turn into onerous expenses. However, knowing the geographical attributes of a place is not an easy task.
Given the complex nature of the spaces, it is necessary to surround yourself with professionals with the ideal bases to make valid territorial analyzes. In this area we can mention the experts in Geography, Geosciences, Urbanism and Territorial Planning. Providers in these areas are trained to meet custom and general needs. In this post we will focus on the latter. Many requests for geomarketing information can be resolved in the first instance with marketing maps.
Maps are abstractions of the territory; be it a rural town or a big city. Data and information can be added to the so-called charts as layers. When marketing information is added to a map, it is referred to as a marketing map or marketing cartography. Here are some of the most common examples of these types of documents.
- Socioeconomic levels. This is perhaps the best known example. In previous posts on this blog we have talked about the characterization of the classifications of segments defined by income, attitudes and customs. It allows us to know first-hand where are the areas that share some conditions of interest such as consumption patterns, spending ranges and attitudinal profile.
- Competence. In this type of maps we can review the location, density, and possible location trends of other spatial units that interest the reader. To cite a hypothetical case, if one wants to define new locations of fast food units, one can consult maps of direct and indirect competition and thus know if the market of the place of interest is saturated or, if the size of the demand allows it, identify corridors or specific sites of greater interest.
- Potential market. These types of charts usually show demographic data such as number of inhabitants, population density, gender relationship, age groups, etc. Knowing who and how the inhabitants of a place are characterized allows to guide growth plans when it depends on very specific market segments.
The marketing maps listed above are not the only ones. Provided that the data and information inputs are available, it will be possible to obtain more kinds of charts that dispel questions about the spaces in which brands seek to grow and establish themselves. In some cases the findings will open new doubts that market analysts will help to unravel through the same geomarketing or supported in other areas such as neuromarketing, qualitative research and quantitative analysis.
We know that sometimes it is difficult to access these types of products. At Acertiva, we are aware of this and that is why we offer the accessible online consultation of market maps. From your computer you will be able to consult updated georeferenced data of interest to your company. Write to us today to see our solutions in this section. Secure your next success story with us now.
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