Give it a geo-go

The Works - - SPOTLIGHT -

Anal­y­sis of mar­ket­ing and ad­ver­tis­ing - in a na­tional or city-based frame­work.

of a likely car buyer, or the av­er­age an­nual spend within a city on elec­tri­cal goods.

This makes sense for large brands with wide dis­tri­bu­tion foot­prints, es­pe­cially as most me­dia can be planned and bought on a city-by-city ba­sis. If a brand is equally avail­able ev­ery­where,

ini­tia­tives. Even large brands, es­pe­cially when in­ves­ti­gat­ing store lo­ca­tion, rely on un­der­stand­ing their tar­get mar­ket at more gran­u­lar neigh­bour­hood lev­els.

The new map­ping tool, geoemma, that is now part of emma can add ad­di­tional ge­o­graphic in­sight. For ex­am­ple, how a news­pa­per might reach 18 per­cent of the Syd­ney pop­u­la­tion but pick up a higher pen­e­tra­tion in one sub­urb and lower pen­e­tra­tion in oth­ers. This has im­pli­ca­tions on a me­dia plan. A re­tailer in the sub­urb of Rozelle, which has strong pen­e­tra - ness of ad­ver­tis­ing in the paper, while a re­tailer in a lower-per­form­ing area will over­es­ti­mate the im­pact.

Un­der­stand­ing the de­mo­graph­ics of ar­eas, es­pe­cially when spend­ing dol­lars in sub­ur­ban com­mu­nity news­pa­pers, can make a good mar­ket­ing cam­paign great.

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