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The turn of the millennium brought with it a great expectation of technological evolution.
The overflow of Bolha das Empresas Ponto.com did not remove confidence that the internet would be the great diffuser of technologies.
Speed was still rudimentary, but the first online geographic information systems were beginning to emerge, along with the promise that business professionals could finally pilot their own studies.
Until then, Geomarketing studies were made to order by specialized consultancies.
High costs, execution times, extra fees for changes, competition with other studies, all restricted the widespread adoption of Geomarketing by companies.
In addition, perhaps even more serious, was the sense of alienation that business professionals, the clients of the consultancies, felt.
A central aspect of their strategies was decided by third parties, who used techniques and resources misunderstood by them.
At this point it was common sense that Geomarketing was important and generated consistent results, but it was perceived as an expensive and distant technique.
The arrival of Google Earth and Google Maps brought renewed attention to the segment, reinforcing convictions regarding the potential that this technology had.
New online systems emerged focusing on this desire for freedom, to bring Geomarketing back to companies, this time without intermediaries.
The dynamism of the business environment, with premises changing all the time, formed a large market for those who offered flexibility for business analysis on a local scale.
Even in this new cycle, the presence of Geomarketing consultancies was remarkable.
This points to a characteristic of this segment, the importance of data consistency.
Whether through consulting or online systems, it is necessary to have great confidence in the information presented there.
Some new companies entered this market, but the competitive advantage continued to be the quality of the information provided.
Online geographic information systems at that time:
Ion Online, which would be replaced by OnMaps
NetTools by Cognatis
Tactician by Market Geography
UrbanMaps by Urban Systems
Solutions such as ArcGIS, MapInfo and QGIS they already existed, but were not accompanied by market information.
Other articles in this series:
The evolution of Space Intelligence
Geomarketing and Geographic Information Systems
Geomarketing in the era of Startups
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