Geomedia

 

Think global, act local

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. That’s why we at Mediaplus Geo Intelligence in Cologne know that geo-analysis should be carried out before every national campaign.

How big geo-data become key to national success: press release Geo Intelligence

Geomedia

Geomedia

What is geo-intelligence?

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.

Why geo-intelligence?

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.

Which media can be used?

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.

Who is geo-intelligence relevant for?

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.

Services

Differenzieren

Differentiation

Differentiation takes place on several levels: we locate a marketing or media target group spatially using our tools, so that we combine knowledge about the interests, motivation or age of the target group with information about the home country. In turn, we strive for a differentiated approach in order to get closer: both spatially and emotionally. On the other hand, Germany is viewed in a differentiated way, with areas that offer more potential for a brand and where there is greater leverage on revenue gains. That’s why we developed the Geo-Potentialfinder°. We merge company data and supplement it with facts: target group, competition, purchasing power and geo-data. The result: real potential that can be efficiently leveraged step by step, region by region.

Planen

Planning

Based on the insights we draw from the merged data, we start planning. Even planning is not only one-dimensional: the media strategy is based precisely on these insights, whereby Data Driven can be acted upon – with the aim of a data-optimized media or communication strategy. The second dimension of planning refers to the corporate strategy. Thus, the data and analyses that we draw are also applicable to all areas of marketing. Topics such as location analyses and expansion policy or the identification of potential and absorption areas are, in turn, a very helpful sales tool.

Integrieren

Integration

Today, the key to efficient communication lies above all in its relevance. You have to create relevance in the choice of media channels, but also in the right approach to content to the right target group. Through our geo-marketing analyses and data, creative content can also be adapted to regional conditions. Only through the interaction of all dimensions – target group, media channel and creation – can we create relevance for the end customer and thus be more efficient and successful.

Umsetzen

Implementation

Implementation takes place through consolidation of all data and information. With the help of our tools, systems and internal processes, we make this centralized access usable for our customers. The goal is to combine the most diverse topics to enable innovative communication solutions across all channels. Planning and implementation are individually tailored to clients’ goals and budgets.

Management

Esther Busch

Esther Busch

Managing Partner

Mediaplus Cologne

Tino Reinecke

Tino Reinecke

General Manager

Mediaplus Cologne