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Geocoding as Marketing Tool
Many businesses use geomarketing to perform specific market/region data analysis
for the purpose of making sound business decisions. Geomarketing allows
businesses to analyze customers on digital maps, acquire valuable market data,
and plan sales territories and delivery routes. This enables organizations to
better coordinate all of their domestic and international sales and marketing
operations – for improved efficiency.
For marketers, geocoding is critical in targeting specific demographics and in
customizing a push marketing message to a specific audience – based on the
geographic location of potential customers. A good geocoding solution will
append exact Census Tract and Census Block number to each address. With this
information a marketer can easily append detailed
demographic data with
thousands of variables, such as population counts, age, race, house values,
annual earnings, income, etc., which can be taken from the Census 2000 Long
Form, or data from historic censuses such as 1980 and 1990, or present day
estimates and projections.
Appending demographic census track data, population characteristics, customer
age ranges, and consumer purchasing behavior and patterns to an address helps
marketers easily profile typical customers and target the right demographics –
those who would be most likely to respond to their offer or marketing message.
Delivering geographically targeted content or ads can help businesses enhance
performance, improve returns, and increase click-throughs significantly.
Many organizations have found geocoding technology to be of value in Internet
advertising. Pay-per-click search engines like Google and Yahoo offer the
ability for advertisers to deliver targeted advertising banners based on the
location of the Web site visitor’s IP address.
Back to Point A to Point B:
Different Geocoding Approaches
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