‍
You seek to better understand what Geomarketing is.

‍

Then you go to Google and you are faced with results like:

‍

Understand what Geomarketing is

‍Geomarketing, marketing by location

‍Main concepts of Geomarketing

The texts provide you with answers such as:

Geofencing - GPS monitoring in some areas (fencing = fences), once inside that fence the target audience receives a targeted message or advertisement.

Geotargeting - continuous monitoring of the location of the public, generally using cell phone GPS, to understand their circulation profile.

GeoIP “Localized Site” - when the site asks you to access your location and changes the content accordingly, products and prices may change depending on your region of origin.

None of this is Geomarketing!

Geomarketing is the study of populations in the territory and understanding their consumer behavior.

‍

For example, more conservative people prefer products that reflect this way of thinking, just as those in the progressive camp will have other consumer preferences.

Faria Limer vs. Santa Cecilier

When you study a location and who lives and travels there, you better understand which products and services could be more successful.

With Geomarketing, it is also possible to search for places where your audience profile is more present.

In short, whether you are evaluating a point to measure the presence of a target audience or looking for places with a concentration of it, you are doing a Geomarketing analysis.

‍

Only after the analysis is it possible to define the best marketing strategy, which can be either a distribution of brochures, an outdoor media campaign at bus stops, or a geographically targeted digital advertisement. But that's all marketing, ways to reach an already identified audience.

Geofencing, Geotargeting or GeoIP are just a few ways to act based on the knowledge acquired with Geomarketing analyses. They could even be grouped into a wider set of geographic intelligence resources, but they are not Geomarketing.

It is worth drawing attention to the outdated nature of these techniques.

Mobile operating systems no longer share location information easily, making location-based digital campaigns unfeasible accurate and continuous, such as fences or permanent monitoring.

GeoIP, on the other hand, also depends on consent when accessing the site, and can be configured Blocking sharing of that information.

‍

In the end, Geofencing, Geotargeting or GeoIP, besides not being Geomarketing, are techniques in disrepair.