Geographical Information Systems (GIS) can be implemented in numerous spheres but not in marketing. What nonsense one might think! And they will be absolutely right. GIS software is a useful tool in both direct and digital marketing. It enables businesses to enter a new, cost-effective stage of their development.
In many cases, data converted into maps is a tidbit of information that enhances the efficiency of advertising and promotional campaigns. GIS provides a comprehensive picture of the potential audiences and allows fresh approaches to testing on the best ways of targeting based on customers’ locations.
Multiple GIS Solutions for Marketing Tasks
With the limitless potential mapping software possesses, what are the numerous tasks that marketers can fulfill?
GIS tools offer ample opportunities for dividing customers into different groups.
- Firstly, marketers can collect and analyze data on demographic or psychographic aspects.
- Secondly, they can personalize and manage advertising campaigns according to purchasing and spending characteristics for a particular segment of buyers.
- Finally, with information visualized maps, marketers spend less time and require fewer efforts to better understand their customers’ needs.
Where is your audience located? This data is at the heart of business development, being equally critical for both traditional and digital marketing. By applying GIS, it’s possible to adjust advertising campaigns to the common and specific needs of certain zones.
Moreover, marketers can make a refined selection of the audience to target people more receptive to buying their products instead of blindly reaching out to everyone. So, companies can stop pouring out their ad budgets but get the desired conversions.
Business Promotion and Sales
When possessing enough information on customers’ behavior and their needs in a certain region, business owners attain the full vision of how everything functions. With mapping solutions, they can leverage the assortment of products and evaluate the best location for their brick and mortar stores. The technology enables business owners to figure out the most effective channels for interaction with buyers in the digital landscape as well as improve the management of their customer service operations and sales force.
Spheres of Mapping Implementation
Businesses of all sizes can rely on GIS technology as it allows out-of-the-box thinking when making decisions and reaching the audience explicitly interested specifically in their products.
Now, it’s time to shed light on GIS mapping use for traditional and digital promotion.
GIS and Traditional Marketing
Visualizations in map data are the key to success. It enables marketers to track and monitor changes in consumption behavior. Besides, this tool helps analyze different purchasing patterns in the desired location.
For instance, if a marketer notices a decrease in buying activity in one of the pharmacies in the network, the way out is to analyze information about buying personas in this area. At this point, Aspectum with its GIS solutions comes in handy. Using maps, it becomes apparent that mainly young, single people or few families with no or small children living in the neighborhood. They may have insignificant problems with their health and not need medicines to treat severe illnesses. Based on GIS data, marketers can adjust the strategy for this very pharmacy and instead focus on promoting vitamins or other supplements appropriate for a healthy lifestyle.
This approach is applicable in many other sectors ranging from catering, cleaning services, retail and the like. With the gained insights, marketing managers can plan, test and measure their campaigns in different locations.
In the digital environment, geofencing is already all the rage. With this marketing strategy, brands deliver a personalized experience to their target audience by aligning with customers’ needs. Geofencing allows for the virtual area to reach people interested in services, events or goods across their devices.
As an ad hoc tool, geofencing enables marketers to send personalized messages about discounts and other updates from businesses located in the targeted zone. What is more, marketers can reach out not only to residents but also to other visitors who enter virtually fenced locations now and then. Marketers may use data obtained during geofencing ad campaigns to develop relevant content and improve promotion.
What Lies Ahead
GIS possesses a promising reality and an even more auspicious future. The integration of this technology is likely to skyrocket as a key opportunity to target the right audience.
With growing expertise and cost-effectiveness, mapping software will help marketers to even cope with the bigger number of tasks. Decisions made on spatial will be more accurate and actionable than ever before. Right now is the perfect opportunity to use GIS solutions for lucrative marketing campaigns.