Читать книгу Location-Based Marketing - Gérard Cliquet - Страница 23

The applications of spatial marketing and geomarketing concern both practitioners and researchers. However, it must be noted that, while practitioners have been able to use geomarketing tools to identify sites where to set up points of sale, broadcast an advertising campaign in the regions or practice direct marketing (Ozimec et al. 2010), they suffer from a lack of conceptual models allowing them to better interpret the data. However, it must be admitted that the number of scientific publications in spatial marketing, except those concerning location issues, is limited to say the least.

The beginning of the new millennium was approached like the beginning of the digital age. But we could already regret the “tide” of advertisements received by everyone without too much differentiation (Preston 2000): the spam emails we all receive every day show that 20 years later, things have not really changed. The customer orientation of European distribution companies seems insufficient despite the amount of local information they have in their possession thanks to loyalty cards (Ziliani and Bellini 2004). The mass of data resulting from these cards should make it possible to identify consumers’ needs and desires and thus to offer them appropriate promotional offers: this is one of the purposes of Big Data (Nguyen and Cao 2015) which constitute one of the major challenges of the now-joint research, on the one hand, in marketing, and on the other hand, in management of information systems (Goes 2014).