Geomarketing: A New Concept or an Applied Business Tool?

Tkhorikov, Boris A.; Lomovtseva, Olga; Gerasimenko, O. A.; Sablina, Olga M.; Titova, Irina

doi:10.17223/19988648/49/14

Cited by 5 publications

(1 citation statement)

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“…The essence of the active approach lies in the increased degree of interactivity -adding posts or information containing or referring to the current location or products consumed. In addition, the active approach involves all the user's initiatives to self-search for information relevant to the environment, usually within a few kilometers (with the help of programmed SHS Web of Conferences 9 2, 0 (2021) Globalization and its Socio-Economic Consequences 2020 2040 https://doi.org/10.1051/shsconf/20219202040 software) [18]. Various ethical issues can affect a subject's decision as to whether to allow a software application to access his location at any time while actively (passively) using it.…”

Section: Geomarketing and Social Mediamentioning

confidence: 99%

Geolocation Services and Marketing Communication from a Global Point of View

Madleňák

2021

SHS Web of Conf.

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Research background: Electronic communication fundamentally influences social behavior of the society. An unlimited virtual connection to the outside world and the minimal costs needed to reach out to a particular subject cause personal contact to become of marginal importance. The starting point may be, in certain cases, the ability of a mobile device to provide interested parties with relatively accurate geographical data mapping the distribution of objects in space. Therefore, localization of individual participants in the communication process becomes a prerequisite for establishing a contact in the real world. Moreover, localization also serves as a tool for creating highly personalized messages based on a combination of geographical, demographic, psychographic and behavioral characteristics. Purpose of the article: The aim of the paper is to research the peculiarities associated with the localization of portable electronic devices in the space and the associated efforts to improve the level of personalized communication in line with the right timing of wireless distribution of advertising content to the recipient. Methods: In order to achieve the stated goal, the author made use of several research methods to research the use of localization technologies in software products supporting social interaction between users of portable electronic devices. In particular, the author used analytical, inductive, deductive and comparative research methods. The paper also contains the results of several scientific studies presenting the latest market trends reflecting on research from abroad. Findings & Value added: The paper contributes to the definition of the specifics that characterize the various types of localization technologies which convey information to the target audience within SoLoMo marketing.

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Section: Geomarketing and Social Mediamentioning

confidence: 99%

Geolocation Services and Marketing Communication from a Global Point of View

Madleňák

2021

SHS Web of Conf.

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Human Capital as the Market Value of a Geomarketing and Transport System

Moiseev

Avilova

Gerasimenko

et al. 2022

Lecture Notes in Networks and Systems

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Knowledge-Intensive Market: Geomarketing and Cluster Approach to Functioning and Analysis

Pryadko,

Kucheryavenko

2023

jour

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Relevance. Innovative development is one of the highest priority tasks of the economy at the national and regional level. One of the directions for solving these problems is the formation of local knowledge-intensive markets, within which the interaction of the main participants in the innovation cycle takes place - from conducting fundamental scientific research to introducing a knowledge-intensive product to the market. The object of the study was the local knowledge-intensive market of the Belgorod region. The sources of information for the study were data from the World Intellectual Property Organization (WIPO); research results presented in the eLibrary.Ru search engine; data from statistical reporting of the Territorial Body of the Federal State Statistics Service for the Belgorod Region.The purpose of the study is a cluster grouping of developed advanced production technologies in organizations of the Belgorod region.Objectives: content analysis of theoretical data on the research problem in the eLibrary.Ru search engine; analysis of thematic publications and regulatory documents, data from foreign countries; classification of tools for analyzing indicators of knowledge-intensive markets; grouping of quantitative indicators; testing of research results in the conditions of a regional knowledge-intensive market.Methodology. Retrospective content analysis, static data analysis, cluster analysis and grouping of developed advanced production technologies in organizations of the Belgorod region were used as research methods.Results. The article presents a brief analysis of the effectiveness of implementing these tasks from the perspective of geomarketing and cluster approaches. The main stages of the formation of cluster policy in the Russian Federation are highlighted and the conditions for the formation of this policy at the national level are analyzed. As a result of the research, the main geomarketing tools for analyzing the local knowledge-intensive market were structured; a grouping of quantitative parameters is proposed for conducting geomarketing and cluster analysis of a knowledge-intensive local market.Conclusion. Based on cluster analysis, advanced production technologies used in the region were grouped into four clusters, which can become the basis for further innovative development.

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Geomarketing: A New Concept or an Applied Business Tool?

Cited by 5 publications

References 0 publications

Geolocation Services and Marketing Communication from a Global Point of View

Geolocation Services and Marketing Communication from a Global Point of View

Human Capital as the Market Value of a Geomarketing and Transport System

Knowledge-Intensive Market: Geomarketing and Cluster Approach to Functioning and Analysis

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