Geomarketing means successful marketing
Geomarketing is indispensible when it comes to marketing-related tasks. By illustrating market data on digital maps, you can reveal, at a glance, the distribution of target groups, regions with particularly high purchasing power and overall market potential. This data can then be analyzed by geomarketing software applications to produce insightful results. Experienced consultants can answer any questions that may arise during this process, or, in some cases, arrange for a market study to be carried out that is specifically tailored to a company's needs. Successful marketing these days means geomarketing!

Pinpoint target groups
"Birds of a feather flock together." This well-known adage also applies to target groups. For example, in Germany, Berlin tends to be a magnet for singles, while the federal state of Saarland is known to attract senior citizens. Being able to hone in on specific target groups allows you to tailor your marketing language more precisely, boost response rates and maximize resources.

Regionalized market data significantly enhances your ability to pinpoint target groups. GfK market data provides companies with a wealth of information on their target groups, including customer age ranges, purchasing power and places of residence. It's also possible to determine the turnover of a specific product line according to region. A specialized geomarketing software application displays this and other invaluable information, allowing you to spot relationships and trends in your company and market data that would otherwise go unnoticed.

Locating target groups is not always straightforward. For example, if a company's target group is eyewear users, it can be difficult, at first glance, to determine this group's preferences with regard to places of residence. However, with some insight and creativity, it is usually possible to zero in on target group locations. For example, areas with high concentrations of senior citizens tend to have a disproportionately large number of eyewear users. A company can use socio-demographic market data (e.g., GfK Demographics) to channel their marketing efforts to regions fitting this profile.

Companies can significantly benefit from the advice of geomarketing experts with regard to coming up with strategies for revealing the regional distribution of their target groups.

Locate customers and analyze response rates
An analysis of the current state of a company's customer base can generate valuable insights and provide an objective foundation on which to build a more successful enterprise. Most companies haven't fully mined and made use of the wealth of information found in their customer databases. While these databases often contain details regarding turnover figures, product sales and sales/service region assignments, this information often hasn't been structured and analyzed for maximum benefit.

A geomarketing analysis revolves around combining and comparing different types of information using a common location-related factor and then displaying the results on digital maps. Using this method, the possibilities for recognizing trends in your data are endless. For example, you can create an overview map that visually associates customer locations with turnover. You can then spot at a glance regions with a below-average customer-to-turnover ratio. With a quality geomarketing software application, it's easy to do things like zoom in on specific regions, create alternative scenarios and perform a large variety of analyses.

Realize potential and optimize advertising campaigns
A geomarketing approach gives marketing teams the ability to examine and illustrate their markets from multiple perspectives - from a macromarket overview to highly detailed profiles of individual street segments. Macrodata, in combination with geomarketing software, have application in the preparation and analysis of company data for management, presentations and websites. Detail-rich microdata are invaluable for planning highly regionalized advertising campaigns or other marketing activities such as flyer distributions.

Geomarketing components for successful marketing:

Market data

• Define and locate target groups
• Determine market and product potential
• Evaluate turnover and set realistic sales goals
  

Software and digital maps

• Customer analysis
• Market analysis
• Competition assessment
• Distribution evaluation
• Catchment area identification
• Advertising and media planning
• Presentations, websites

Consultancy

• Client-tailored case studies or on-site evaluations of potential
• Database enhancement
• Marketing concepts