MARKETERS NEED COMPLEX MAPS

Last summer's move by General Motors to apply Google Earth technology revealed an interesting step in the right direction: using more accessible, cost-effective Web-mapping technology to target customers. On a commercial basis, hot spots would enable marketers to discover promising demographic...

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Bibliographic Details
Published in:Advertising Age 2007-02, Vol.78 (6), p.17
Main Author: Edwards, Carrie
Format: Article
Language:English
Subjects:
Advertising campaigns
Billboards
Consumers
Cost control
Geodemographics
Mapping
Market segmentation
Marketing
Neighborhoods
Newspaper industry
Postal codes
Software
Technology
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Summary:Last summer's move by General Motors to apply Google Earth technology revealed an interesting step in the right direction: using more accessible, cost-effective Web-mapping technology to target customers. On a commercial basis, hot spots would enable marketers to discover promising demographic areas. Consider an image demonstrating potential store locations for a national ice-cream retailer in the Washington metro area. The hot spots show ideal neighborhoods for stores based on average-unit-volume history and demographic profile, while pins indicate competitor stores. But even these advances have limitations, and have failed to fully meet the complicated needs of the 21st-century marketer. The fact is that today's marketer must find potential buyers by using five to eight different qualifying data sets.
ISSN:0001-8899
1557-7414