.jpg)
In the mid-1990s, almost 10 years after the creation of the first geographic information systems aimed at civil use, there was great frustration with their business use.
At the same time that the Cold War continued to expand the use of these systems, with huge programs called Star Wars and the like, companies were failing to implement this technology in their businesses.
The way out of this impasse between the certainty that the technology was powerful and its immense implementation difficulties was to separate the parties.
In place of GIS departments, which had little affinity with the business environment, specialized consultancies came in.
Through them, the professionals who were able to make the transition from Geo to Marketing began to offer services to companies.
Understanding both worlds well was rare and difficult, and those who had this knowledge were highly valued.
A very exclusive consultancy segment emerged there.
Finally, the promise of combining geographic technologies and marketing began to work, but it was still a high cost service, restricted to large corporations.
Geomarketing companies that came from this cycle:
IPDM, which was later acquired by IBOPE
Ion - which would later become the Geofusion
Check out the other articles in this series:
The evolution of Space Intelligence
Geomarketing and Geographic Information Systems
Geomarketing at the turn of the millennium
Geomarketing in the era of Startups
.jpg)
