geomarketing
86517445
Developing A Geomarketing Solution
Abstract Nowadays, thank to the huge advances in the field of communication technologies, marketing decision makers can collect various kinds of data related to their clients. The challenge is to analyze this data by using different techniques in order to enrich the shopping experience and strength the relation with the customers by personalized promotions. In this paper an innovative geomarketing solution is proposed. This solution consists of three components: smartphone application, the server application, and beacons. The smartphone application detects the location of the customer by using beacons and the information is then sent to the server application for processing in order to generate the adequate. Moreover, we will use datamining tools to understand the relationships between the products that people buy in order to provide customized marketing messages and adapting the shop to their needs.
Dalal Zaim Aziza Benomar Mostafa Bellafkih
69649235
Intelligent business transformation through market specific value network analysis: Structured interventions and process bootstrapping in geomarketing
Claudia Kaar Christian Stary
170010982
Digital geomarketing methods for analyzing the development of the economy of modern urban space
IOP Conference Series: Materials Science and Engineering
Olga B Yarosh
159061454
EL GEOMARKETING COMO ESTRATEGIA PARA EL POSICIONAMIENTO DE UNA OPTICA EN CHICLAYO 2018
La investigacion en curso tiene como objetivo general proponer el uso del geomarketing como estrategia para el posicionamiento empresarial. Para ello, se ha empleado el metodo deductivo y se hiso uso del tipo de investigacion descriptiva propositiva; el diseno de la investigacion es no experimental cuantitativo, puesto que las variables en estudio: Geomarketing y posicionamiento, no seran manipuladas. La recoleccion de datos para la investigacion, fue mediante un cuestionario de entrevista y una encuesta en formato de escala de Likert. Esta ultima revelo que, el nivel de posicionamiento en relacion a: fidelizacion y promociones, el 95% de los clientes encuestados afirmaron ser clientes fieles a los servicios brindados por la empresa y el 5% prefiere no ser especifico; mientras que, el resultado en cuanto a cambiarse a la competencia por promociones y regalos fueron: Un 42.5% de los clientes encuestados afirmaron que, ante mejores regalos y descuentos por parte de la competencia, estos abandonarian los servicios de la empresa. Un 36.3% es indeciso, y un 21.3% no cambiaria los servicios de la empresa de ningun modo. Finalmente, se concluye con las siguientes propuestas: realizar servicio post venta mediante la compra de un telefono celular, creacion de whatsapp, y la compra de un POS para concretar ventas. Se propone tambien implementar un sistema de base de datos de clientes; ademas de, el uso de herramientas de localizacion de clientes, clientes rentables y mapas de ubicacion, para ampliacion de red de ubicacion de la empresa.
Emma Veronica Ramos Farronan Carlos Alberto Guerrero Salazar Josefina Sandoval
216355032
The application of geomarketing in coastal tourist areas
The territorial variable is essential in any process of segmentation, even micro segmentation, due to its capacity to characterize groups. It allows geographic units to be defined with a certain degree of homogeneity in terms of tourist preferences, behaviours, needs, expectations, buying and consumption patterns, and analogous attitudes. The result is a "territorial segmentation" of the demand in accordance with the geographic characteristics of tourism areas. Geomarketing is proposed as the proper methodology, technique and instrument for this segmentation process. The objective of this work is to analyse the strengths and weaknesses of applying geomarketing to the territorial segmentation of demand in coastal tourism areas. With this in mind, an empirical analysis of hotels specializing in family tourism in tourist accommodation establishments in Costa Adeje (Spain) is presented. The main conclusion is that the tourist accommodation variable is essential for any segmentation process and even for the micro segmentation of coastal tourism areas. It allows similar consumers to be grouped in a market from a demand perspective based on shared needs, habits or attitudes and also from the supply side, according to territorial characteristics. All of this reveals how important the territorial aspect is for public and private decision making processes. This makes geomarketing an ideal technique for understanding tourists.
Maria Pilar Penarrubia-Zaragoza Moises Ramon Simancas-Cruz Geraldine Forgione-Martin
210141610
Application of geomarketing to coastal tourism areas
Geomarketing allows geographical units to be defined with a certain degree of homogeneity in terms of tourists' preferences, behaviours, needs, expectations, purchase and consumption patterns and analogous attitudes. The result is a 'territorial segmentation' of tourists' demands in accordance with tourism areas' geographical characteristics. This study sought to examine the benefits and disadvantages of applying geomarketing to territorial segmentation of demand in coastal tourism areas. An empirical analysis was conducted of data on tourist accommodation establishments specialising in family tourism in Costa Adeje, Spain. The findings include that the tourist accommodation variable is essential to any successful segmentation process, including the micro segmentation of coastal tourism areas. This variable facilitates the grouping of consumers with similar demands in a market based on shared needs, habits or attitudes and, from the supply side, on areas' characteristics. The latter territorial aspects are crucial to public and private decision making processes. Thus, geomarketing is an ideal technique for understanding tourists.
Tourism Management Studies
Maria Pilar Penarubia-Zaragoza Moises Ramon Simancas-Cruz Geraldine Forgione-Martin
212938505
SEO, SEM, SMM, Funnel marketing, Responsive design, GeoMarketing, foto e Video Marketing, email, sms. Le risorse di Pyramid Web Agency a Novara e Dintorni
Dalla SEO al Geomarketing, Social Media, responsive design e VideoMarketing. Analisi delle risorse che una Web Agency propone ai clienti. Tutti i pro e i contro.
Pyramid Team
199331013
GEOMARKETING: REVISAO DE CONCEITO E APLICACOES
O presente artigo visa rever o conceito de Geomarketing e relaciona lo no contexto empresarial e na sua aplicacao pratica. O Geomarketing reflete se num conjunto de tecnicas e ferramentas que permitem analisar geograficamente a realidade socioeconomica de uma organizacao. Estas tecnicas e ferramentas estao disponiveis atraves de Sistemas de Informacao Geografica (SIG) que permitem realizar analises envolvendo informacao com carater geografico, juntamente com outro tipo de informacao relacionada com as organizacoes envolvidas. Exemplos de aplicacao como o posicionamento em relacao a concorrencia, otimizacao de rotas, distribuicao de servicos e o conhecimento dos habitos do consumidor, sao fatores padrao no funcionamento aplicavel deste conceito. Tornando se vital conhecer a aplicabilidade e reconhecer os beneficios do geomarketing, pode contribuir de forma significativa para o sucesso das organizacoes. Devido a escassez de literatura disponivel, continua a ser pertinente o desenvolvimento de estudos compreensivos da aplicacao dos SIG nesta area. O objetivo deste artigo, que se baseou numa metodologia de revisao de literatura sobre o tema e, essencialmente, o de clarificar o conceito e conhecer de forma mais profunda as suas aplicacoes.
Rui Pedro Cordeiro Abreu de Oliveira Ana Estima Jacinto Estima
203705884
Geomarketing: A New Concept or an Applied Business Tool?
This study discusses the issues involved in the application of geomarketing as a decision making tool for establishing or expanding a business. The development directions of the marketing mix concept with the modification of "the place" tool are offered. Several factors (i.e. geographical and marketing) used for analysis in conducting geomarketing research are described as well. A matrix grouping is presented as a comparative analysis of the most common geomarketing models, while their capabilities and limitations are highlighted. A methodical approach to conducting geomarketing research is developed, including a model for determining the probability of a client visiting a particular place (real estate object) Conclusions on the possibilities of using geomarketing for forming real estate objects from available locations for lease (purchase) and choice of the optimal variant are formulated. Results of authoring approbation are presented by the example of selecting a place for opening the city's new barbershop.
Boris A Tkhorikov Olga Lomovtseva Olga A Gerasimenko Olga M Sablina Irina Titova
210623012
Estrategia de geomarketing para la cadena de farmacias Cruz Azul de la ciudad de Ambato Tungurahua
Geolocation allows obtaining information through a geographical location that generates great opportunities in the development of innovative products and services that allow creating value to customers (Aguiar Castillo, Beerli Palacio, Perez Jimenez, 2016; Beltran Lopez, 2016 Garcia Fernandez, Fernandez Gavira, Galvez Ruiz, Sanchez Oliver, Grimaldi Puyana, 2017) For (Smith Sanchez, 2003) the study of sociodemographic, economic, psychographic and lifestyle variables is fundamental. The objective of this research is to propose a geomarketing strategy for the Cruz Azul pharmacy chain in the city of Ambato Tungurahua.For the methodology we used the analysis of documents, books and magazines that contribute to the research topic, know its evolution and reach the conclusions. Spatial statistics tools such as Citymaps, Mentionmapp, Fourquare and Google Maps will be used to make quantitative and qualitative measurements of the photos published by users, their opinions and ratings, which provide data on the behavior of customers.The study population is 27 pharmacies of the Cruz Azul chain in the city of Ambato Tungurahua that appear in Google Maps, since they have geolocation points and will be measured in the other tools. On the other hand, the problem that is identified by direct observation is that the chain of pharmacies Cruz Azul does not perform measurements or analysis of the behavior of customers through spatial statistics tools, which leads to a lack of knowledge of these tools. Thus, the results to be obtained are the development of a geomarketing strategy, based on a methodology.
Bonilla Segura Lizbeth Estefania