Geomarketing and Consumer Insight
What is Geomarketing and how it has changed thanks to Web Listening and the Audience Insight: this is how an analysis based on geo-referenced data can help a brand to refine its acquisition strategies.
We have been always talking about Geomarketing, an activity born thanks to the possibility to report a position on its own mobile device, simply by “registering” on a social network or sharing it.
In reality, Geomarketing has always been an essential step, able to give new impetus to the activities of a brand, to help in the Lead Generation phase and to give new opportunities to innovate and differentiate the commercial offer of retailers.
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Distinguish between different types of data
Geomarketing is a “hat” under which data of different types can be grouped. These can be combined with each other, even before drawing a complete strategy, to get more information on the target analyzed.
In particular, we have:
- Data referring to the daily life of users and that can be found through the analysis of its digital interactions: keywords related to the location (“home”, “return”, “weekend”, “at home” etc.), hashtags used to indicate a georeferencing (#finallyhome, #homesweethome #sundayshopping), information taken from a bio or posted images.
- Data referring to the active use of geolocation by each person. In this case, we talk about data that they have spontaneously made available to his network, with the intention of sharing an activity: information that can tell us a lot about the habits and lifestyles of our target, but that can also express elements of sentiment, judgments about a specific brand, criticism of a product/service.
From Territorial Geomarketing to Data-driven Geomarketing
There are two different aspects of Geomarketing that must be combined together to achieve the most innovative approach: they are two sides of the same coin, which we can arbitrarily call “Territorial Geomarketing” and “Data-driven Geomarketing”.
The first one favors a “physical” approach, which has much in common with the participant ethnographic observation: it identifies a specific territory, it is analyzed in all the aspects, also physically participating in the life of the chosen place (activity data collection, interviews, real participant observation experiences).
The second type, on the other hand, focuses on the analysis of social conversations and web activities: a perspective that starts from the monitoring of conversations on the web and that allows us to obtain both types of data that we talked about in the previous paragraph.
A system that, through Ai technologies and data-driven approach, will allow us, later on, to aggregate large volumes of data and create more elaborate analyzes, which will be useful for refining the target and marketing activities.
The integration between the two aspects is fundamental: according to the needs and objectives of the brand, we can start from the Data-driven analysis to identify the areas to be analyzed then with the territorial approach or, again, we can do the opposite, starting from the analysis of the territory in order to identify needs, needs and perceptions through listening to online conversations.
The objectives of the georeferenced analysis
Far from simply being the analysis of a given territory, a Geomarketing data-driven approach will allow any type of brand to analyze its target in more detail, building models for the future launch of products or services.
In particular, it can serve to
- Analyze different territories and potential consumers comparing them, in order to obtain important information for the launch of differentiated services and products;
- Observe competition and extrapolate data on the different levels of activity of our competitors;
- Create targeted communication campaigns, modeled on the analysis of a specific territory and its needs: from the neighborhood to the whole nation, passing through regional differences;
- To extract fundamental information on the behaviors and attitudes of our target. To give some examples, it may be useful information on preferences compared to the purchase of cruelty-free products, eating habits at the table, the presence or absence of pets in homes; or on needs such as the need to have a home delivery service, or on the need of people to do the shopping outside the canonical hours.
- Optimize the physical presence of the brand in the area with targeted marketing actions: if we know that in a certain district there is a manifested uneasiness about the management of waste, a brand that sells products for the home can create a campaign that enhances its ecological and sustainable packaging. Or, to build a campaign that enhances the green areas in the area, creating redevelopment actions with the help of the inhabitants of the district.
A strategy built on geo-referenced data has an added value: the ability to enter in contact with a group of people that share the same interest.
In which way? Offering new and different opportunities, that can establish a dialogue with potential customers of the brand, that can build a relationship based on trust and mutual listening, until to the possibility of creating communities of local brand lovers.
This is what we have talked about in one of the episodes of Digital Intelligence Adventures, where we have analyzed the Fashion and Luxury Sector from the strategic point of view of Geomarketing.
Through the marketing based on geolocation information and the new horizons offered by the Audience Consumer Insights, we have been able to analyze in-depth consumer behavior in certain locations, as the Montenapoleone District in Milan, Fifth Avenue in New York, or the fashion districts of London and Paris.
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