Geomarketing has always been a powerful resource, but exclusive to large networks, capable of bearing the high costs of carrying out these studies.
Articles with successful cases can be found in specialized journals since the 1990s and even more so in the following decades.
Therefore, we can conclude that the low adoption so far was for no other reason than the costs.
This is one of the reasons that makes Mapfry so disruptive, we apply advanced technologies to increase access to those who have wanted it for so long but had been barred.
A personal computer cost 40,000 reais in the 1990s, ten times more than today.
This is also happening with systems, which, as they advance, become more accessible.
In temporal terms, we can divide Geomarketing into two eras, of paper maps and, in the current time, of digital maps.
Until the year 2000, studies on paper maps were predominant.
Some people will say that the 1992 Census already had digital information for the city of São Paulo, but many other resources, such as powerful systems and computers, were lacking.
So a lot of things were done by hand, with pins, lines and stickers, as in previous centuries.
Studies on paper maps took a long time to carry out, they relied, to a large extent, on information collected in the field, with observations on the tops of buildings, flights by plane, helicopter, and were expensive, very expensive.
As of the 2000 Census, more information was available for use on digital maps, and even though computers and systems were still expensive, the sum of the costs was more feasible than before.
That was a time of Geomarketing boutiques, small, highly specialized consultancies.
A major change occurred in the 2010 Census, which was all collected with GPS devices.
When your information began to be available, the cycle that reaches its peak now began, with information from the 2022 Census, even more consistent and fully focused on digital maps.
Therefore, we anticipate that this new cycle will be marked by wide adoption by small and medium-sized companies, which now find quality information in accessible systems and a network of consultants specialized in these analyses to support them.