Each new platform is born from a perceived opportunity
In general it starts like this:
After years of expanding based on Feeling, the network adopted Geomarketing and now knows the advantages of knowing first if a place has potential.
Albert Einstein rightly said:
“The mind that is open to a new idea will never return to its original size”
Then someone from the network's expansion team thinks:
“Do we really have to pay dearly for such an outdated solution?”
“After searching for alternatives on Google, I didn't find anything relevant other than the same outdated tool, which now haunts me all over the internet, and another generic version.”
“Maybe there's room for a new platform that's more modern and not as expensive.”
Brazilian retail is competitive and continental, two powerful ingredients for the demand for Geomarketing analytics.
In addition, we have an excellent public body of Geography and Statistics that provides us with quality information without charging for it.
There is a lack of a system that analyzes data on maps, the Geomarketing platforms.
We can group the platforms into three technological cycles
The first mass extinction of Geomarketing tools occurred in the mid-2000s, when desktop tools began to be replaced by online versions.
The second mass extinction occurred with the arrival of the 2010 Census, which was the first to collect data with an attached GPS system.
This new level of granularity and high precision was not processed by the solutions of the time, which also failed to keep up with the evolution of the internet.
The intense dispute between the surviving systems marked the perception that a lot of capital would be needed to remain competitive.
At the time, the company that capitalized the most raised tens of millions of reais.
In this scenario, everyone else gave up competing head-to-head, choosing niches or placing more emphasis on consulting projects.
The most capitalized company invested heavily in Squads, in a cool office, marketing teams, performance campaigns, events and trips.
At the height of his period of domination, he raised prices and treated his customers and employees as if he were doing them a favor.
His confidence was fueled by the promise of new products coming from squads, teams made up of professionals from outside geomarketing.
This caused the main system to be neglected, such as a car that is about to be sold and receives less maintenance.
Countless Post-its on the walls left no doubt, what was coming out would be so incredible that it wasn't even worth fixing bugs and updating versions of the main tool, soon the new stars would take their place.
Until, after many promises, delays and new promises, it became clear that there would not be any new product.
All that was left was to go back to the old pot that makes good food.
By this time, a large part of the millions invested had been sunk, the old tool was even more outdated, the cool office was returned, the environment was becoming increasingly toxic with a lot of stress and surprise layoffs.
Marketing actions were trying to convey strength, maintaining the image requires effort because it is false.
Especially for those who experienced the exhausting process described above, the image of power no longer intimidates at all.
A new platform development cycle began with an eye to offering something up-to-date at a fair price, perhaps even treating people with respect.
This capacity that the Geomarketing market has to attract new platforms comes from the consistent demand for this service.
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It should be noted that there are platforms and platforms, some are more basic, almost school projects, while professional versions take time and a lot of capital to reach this level.
In 2022, we had a new Census that is about to release information from the researched universe, a key ingredient for solutions.
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