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Geomarketing is based on digital geography using computer science, that is, computerized cartography and therefore geography on the one hand and marketing on the other. It is a term coined in France by practitioners in the 1980s. Strangely enough, this word is almost unknown in North America 30 years later. On the other hand, we hear about micro-marketing, geodemographics, GIS or Location Business Intelligence in the United States, even though people are familiar with geomarketing in Quebec. It has subsequently spread to the European continent: there is research on the openly displayed theme of geomarketing in Belgium (Gijsbrechts et al. 2003), and above all specialized works, often short and technical, for example in Germany (Schüssler 2006; Tapper 2006; Grasekamp et al. 2007; Herter and Mühlbauer 2007; Trespe 2007; Menne 2009; Kehl 2010; Kroll 2010), Spain (Chasco and Fernandez-Avilez 2009; Alcaide et al. 2012) and Italy (Galante and Preda 2009; Cardinali 2010; Amaduzzi 2011). In France, there are books by consultants that generally present, in a clear manner, the possibilities offered by their firm (Marzloff and Bellanger 1996; Latour 2001) and academic books either oriented towards business studies (Douard 2002; Douard and Heitz 2004) or methodology (Barabel et al. 2010) or concept and strategy (Cliquet 2006). Some books on digital geography also deal with geomarketing (Miller et al. 2010).

There are of course many definitions of geomarketing. However, most of these books agree at least on the objective of geomarketing, which aims to introduce spatial data into marketing analyses that are often totally lacking. However, “about 80% of all business-relevant information within a company has a relation to spatial data” (Menne 2009), in other words, 80% of the information related to a company's business is linked to spatial data.

Some will argue that the dramatic increase in online data tends to reduce the importance of spatial data. In fact, the opposite is true since a very large part of this online data is geolocated.

Geomarketing can simply be defined as a field involving disciplines such as digital geography and marketing, but also social sciences such as economics, sociology, psychology or anthropology, because geomarketing makes it possible to understand much more precisely the behavior of economic actors and the environments in which they operate. These behaviors and environments are changing increasingly rapidly as a result of demographic pressure and climate change. All these developments cannot be ignored by strategists in both private and public organizations.