Geo-media originally defined itself through the identification of media that could be implemented regionally and managed in a targeted way – like radio, newspaper supplements, printed ads and out-of-home. However, geo-intelligence goes much further and should be a central component of all communication activities.
Specifically, geo-intelligence means the intelligent linking of company data and geo-data using our expertise and specially developed tools. The Mediaplus Geo Intelligence agency strives to use the latest data analysis methods to recognise new trends, identify new areas of business, flag up potential sources of revenue and forecast customer behaviour. It is also possible to derive insights from our geo-data which may be useful for creation. Geo-intelligence can produce holistic recommendations for action in the fields of marketing, communication, sales and expansion.
With advancing globalisation, people’s need for local and regional roots is becoming ever stronger. The direct and familiar environment is gaining relevance and vital to building trust and authenticity. If a company operates in this environment and in a way that is relevant to people’s day-to-day lives, it can both present its brand as credible and manage its sales in a targeted manner. Our motto is: think global, act local.
It is a fact that there are major differences in consumer behaviour, income structure and purchasing power within Germany. At the same time, many companies are battling decreasing budgets – meaning that advertising budgets require even smarter planning and implementation to achieve minimum waste. Media use also varies by region: large cities use considerably more digital media, whereas posters are still very significant in more rural areas.
If we want advertising to be relevant, we must look at target audiences by region and consider the different mentalities. The most significant change in the market can be seen in the quantities of data available: today, we know much more about customers – like where they live and go – so we know where we can reach them. This knowledge brings us closer to the customer.
To make use of the available data from a media technology perspective, we need, in addition to local expertise, geographical planning tools and sufficient geo-marketing data. This interplay lets us offer a range of approaches to planning. It is certainly not always about locally targeted advertising. Nowadays, regional marketing extends far beyond arranging supplements and radio advertising. In addition to broad product and branding campaigns, directed micro-targeting can be used to optimise individual elements.
For example, with addressable TV through ad control based on psychographic characteristics, TV can be used locally. And nowadays, thanks to programmatic advertising, pretty much all digital forms of advertising can be utilised with regional variations. This also gives large, national campaigns the benefit of using regional features.
Our geo-media approaches are relevant for all national clients with a regional reference, chain stores and regional brands.
For clients with a national focus, there are usually regional or local distribution focal points meaning there are also both strong and weak sales areas that need to be optimized. In addition, potential areas can be identified and specifically “lifted”. Even from a national perspective, it is possible to analyse where the relevant target group can be located: do we find the target group more in urban or more in rural areas? Dynamic, psychographic and temporary data provide interesting possibilities for addressing these target groups.
Geo-intelligence is also relevant for brands with a centralized or decentralized corporate structure – i.e. for retailers. Due to the local structure of the respective company, there is obviously a need for locally optimized campaigns and the demand to lead customers directly to the next branch.
Of course, geo-media provides targeted and successful support for regional brands in acquiring new customers and addressing existing customers.