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Geographic marketing intelligence: GMI model

Abstract:

Nowadays, an organization to maintain and/or adjust competitive advantage over its competitors needs to have a timely analysis of its customers’ frequent feedbacks, which may influence the development of a product, its distribution in the market, and even in the correction of a critical process. Geographic Information Systems are the most important tools used in GeoMarketing. Marketers have at their disposal a set of methodologies, techniques, and tools that provide very efficient results for assertive and effective decision making. However, spatial organization must be done responsibly and coherently with the needs of the entities whether they are from the public or private sector. Advances in information and communication technologies are providing more and more alternative ways to accessing information and storage data, as well greater accessibility to multiple devices, transforming the internet of Things into a giant digital ecosystem, revolutionizing the business models also in the area of marketing. IoT is increasingly growing in the economy, creating new opportunities and as a consequence innovative business model. The aim of this paper is proposing a conceptual model that addresses geographic market intelligence, examining how the benefits of these can contribute to greater effectiveness in marketing campaigns and the maintenance or acquisition of competitive advantage.