Geomarketing is an innovative approach to marketing that makes use of geographic information to plan procedures and implement marketing initiatives, especially with respect to the aspects that regard sales and distribution. Companies can use Geomarketing to exploit the spatial dimension of the data produced by different sources. Specifically, geomarketing allows you to segment supply and demand in equidistant regions (isochronous), providing more tools for analysis than the usual marketing parameters. So once a specific geographic location has been identified, geomarketing can show some essential data on the following, by isochronous interval:

• potential customers (where they live, socio-demographic and economic purchasing patterns)
• Major competitors (who they are and where they are)
• potential of a place in accordance with the potential of the catchment area
• ccomparison between catchment areas from different locations, with indication of the different market shares

Geomarketing is based on digital maps that allow representation of certain criteria at territorial level (population, municipal, area code etc.) making it easier to understand the characteristics and distribution of the aforesaid criteria in the area. The advanced expression of this approach, represented by the analysis of the catchment areas, comprising territorial areas defined on the basis of the temporal distance (isochrone) of a specific location, thereby overriding the simple logic of administrative orders. This data, set in the context of a certain geographical area, is transformed into an essential instrument for the success of commercial and communication strategies

', The Coobiz geomarketing section was created in collaboration with inova sync, software producers