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This series of articles tells the story of Geomarketing, to get here we went through all the eras from prehistory, ancient history to the middle of the 20th century.
At the beginning of the second half of the 20th century, the world was marked by the Cold War and huge investments were justified in the name of the arms race, which was also a technological race.
It was within this context that the first geographic information systems were created.
But they soon evolved for civil use and were adapted by the Canadian Ministry of Mines and Energy to map subsoil wealth.
In 1986, in the computer laboratory of the Harvard Geography Department, a new adaptation of the use of these systems was made, and now they could also be used to map surface riches, especially cities.
The evolution of these geographic information systems allowed companies, not just governments, to rely on this type of technology. The expectation was that Marketing, in its constant commercial dispute, could use this powerful resource of real war.
But it wouldn't be that simple.
The GIS Departments
The implementation of these systems in companies was carried out by specialized professionals, the geoprocessing technicians.
It would be up to them to assemble the maps and spatial intelligence to guide marketing actions.
The domain of geographical information systems still requires deep specialization, which goes beyond Marketing and Business Administration.
This led to an unfertile relationship between specialists and business teams.
The marriage between Geo and Marketing was still not working well.
As a result of expensive, inefficient experiences and a permanent cultural conflict between professional profiles, the promise of great results from this new technology ended in frustration.
Other articles in this series:
The evolution of Space Intelligence
Geomarketing at the turn of the millennium
Geomarketing in the era of Startups
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