Ready, Aim, Market

Published on November 25, 2009

Tags: Customer Behavior, Direct Marketing, Local Marketing, Marketing Analytics

Direct marketers have long struggled to achieve the ultimate goal of getting the right message to the right person at the right time—and thereby gaining a sale. Now, the advent of location technology has added another dimension to that time-honored formula: getting a marketing message to the right place.

In a recent post at the MarketingProfs Daily Fix Blog, Paul Barsch details how "geospatial location intelligence" can be used to pinpoint customer location beyond the standard ZIP Code + 4 process that marketers have traditionally employed. (The ZIP + 4 identifies Postal Service ZIP Code areas, plus more specific locations within those areas, such as apartment complexes.)

"Going much further than simple ZIP + 4 formats, geospatial comes to life via the transformation of a customer address into geographic coordinates (latitude and longitude)," Barsch reports. "With geospatial, a whole host of marketing analytics is now available to marketers." He lists a few ways that the new technology can help target more tightly, among them the following:

Calculate distances between store locations. "[M]arketers can determine the midpoint between two stores to meet the needs of an underserved customer segment," Barsch explains. "With geospatial, there's no guessing."

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