Where…<br />is the center of marketing!<br />VU University Amsterdam<br />Master of marketing<br />March 10th, 2011<br />
Morning at the market by M.V. Jantzen, using a Creative Commons license.<br />
Location based marketing<br />Geography & business<br />Social media and the hyperlocal<br />
Geography & business<br />
Geography is everywhere,<br />and nowhere!<br />
Geography : strong<br />government roots<br />
Location based marketing<br />Geography & business<br />
when location is crucial in the relationship with your customer...<br />
Whoinvented the 4P’s?<br />
Jerry called the last P “place”.<br />…<br />Somepeoplethinkthat I invented the 4P’s <br />but the credit belongs to Dick ...
Customer Analytics  |  Market Analysis  |  Site Selection and Evaluation  |  Territory Management  |  Logistics and Supply...
a great platform for business<br />Geography : strong<br />government roots<br />
Location based marketing<br />Geography & business<br />Social and the hyperlocal<br />
Social media – what it is<br />And are we going hyper?<br />
Just another 		social system 	Think for 2 seconds, 		and act normal!<br />
It is not about…<br />Twitter<br />Digg<br />LinkedIn<br />Blogger<br />Hyves<br />Tumblr<br />Facebook<br />What about my...
Heineken & <br />geographic questions?<br />
So what?<br />So the data seems to suggest that there may be correlations with commonly used human data such as the Census...
basis of a great platform for business<br />Geography : strong<br />government roots<br />Get ready for much, much more!<b...
Finalremarks<br />Maps show geographicpatterns, sometimes<br />Data is goingfrom static to real-time to hyperlocal<br />Th...
Finalremarks II<br />Read, and be critical<br />Take models for what they are<br />Think geographically!<br />
Where…<br />is the center of marketing!<br />VU University Amsterdam<br />Master of marketing<br />March 10th, 2011<br />
Howit’s made<br />Thinking, research, conversations<br />Ebsco and scholar.google.com<br />Feedback student; Lindy, Christ...
Credits<br />List of locationbasedsocialnetworksbyBDNooZ<br />Bullen, G. & Valentini, B. (2010). Virtually Spatial Reality...
Help from the twitteruniverse<br />
A few great links<br />FluttrbyDbmediastudiorealtime<br />A day of twitterby Chris McDowall<br />Airtraffic in oneday (Hop...
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Where Is The Center Of Marketing

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Presentation for geomarketing students at the VU University, Amsterdam. Three lines of thought: Geography &amp;amp; Business, Locationbased marketing, Social media and the hyperlocal.

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  • http://www.feweb.vu.nl/geomarketing/nl/index.aspA bit about me and what I do. I tooksome more personalslides out (youshould have been there…)
  • Sourcehttp://www.feweb.vu.nl/gis/downloads/GIS-cartography20.zipWhat does this map tellus? People are not ‘friends’ in the amazone? More friends in the east of the US then in the West?
  • http://olihb.com/2011/01/23/map-of-scientific-collaboration-between-researchers/ Notthatmanyscientificarticles in Australia? Ornopublishersthere?
  • http://olihb.com/2011/01/23/map-of-scientific-collaboration-between-researchers/
  • http://www.youtube.com/watch?v=1XBwjQsOEegLook from a distance and makeanestimatedguesswhatthis video tellsyou!
  • What is marketing?What is a market? What is missing here?
  • http://www.flickr.com/photos/mvjantzen/135456848/thanks tohttp://www.flickr.com/people/mvjantzen/(a greatphotographer, highlyrecommended!)It is about the customersthatactualywouldlike to buyyourproducts/services (and do)
  • http://www.flickr.com/photos/horiavarlan/4273168957/in/set-72157623183112448/ HoriaVarlanAsk questions anytime you like
  • Kindlyparafrasing Alexander George, in WhatwouldSocratessay.Geography’spleonastic paradox…Anymarketeer’ challenge, maybe even applys to marketing itself.
  • Manygovernementtask are impossible without geography
  • http://www.zorgatlas.nl/zorg/ziekenhuiszorg/algemene-en-academische-ziekenhuizen/aanbod/reistijd-naar-ziekenhuis-met-afdeling-spoedeisende-hulp-2008/Helpsestablish and monitor policies.
  • Government data andcitizen’s data
  • http://www.arcgis.com/home/gallery.htmlHave a look at the World bank data mapper
  • There is a divide (not a vault…) betweenhow to serve goverment and business. A bit of insideinformation ‘forstudentsonly’
  • anditalways is
  • Peter Drucker - the grandfather of marketing: an interview with Dr. Philip Kotler, 2008, by R Gunther, Academy of Marketing Science.
  • Peter Drucker - the grandfather of marketing: an interview with Dr. Philip Kotler, 2008, by R Gunther, Academy of Marketing Science.QuotingKotler here.
  • Many business sectors are nowapplyinggeographic data/ informationfortheirpocessess
  • http://www.esri.com/industries/business/index.html
  • Examplesfor EsriHigh aggregated level, a formal and relatively static source.
  • Drivingtimes, from a static location
  • Drivingtimesintegrated, realtime locations, realtimedecisions.
  • http://www.esri.com/industries/retail/Businesstend to seetheiruse of geographicinformation as a strategicasset. Theydon’talwaysopenlycommunicateabout it.
  • http://www.munichre.com/de/reinsurance/focus/showroom/geo/default.aspxCangeography help monitor risks?
  • Just mydefinition
  • http://www.flickr.com/photos/kinregerp/4457001909/Thank you fran.pregernik
  • Just location does nottellyoumuch
  • http://bdnooz.com/lbsn-location-based-social-networking-links/Loads of geosocial tools
  • http://www.newscientist.com/article/dn19200-twitter-mood-maps-reveal-emotional-states-of-america.htmlWhat does thistellus?
  • http://labs.alta4gis.de/flickrcloud/#A must useforany city marketeer
  • Just sayingwhereyou are…
  • Thentellyourfriends and the franchise you are visiting
  • Is itreal? Almost 60,000 checkins in Utrecht
  • http://playfoursquare.s3.amazonaws.com/infographic/foursquare_checkin_map.pngYes,it is real.
  • Nowitbecomesinteresting!
  • Compliment orcomplain? Whatshould a brand manager do?
  • http://georgiabullen.com/index.php?/columbiaprojects/virtually-spatial-the-reality-of-foursquare/Bullen, G. &amp; Valentini, B. (2010). Virtually Spatial Reality of FourSquare.http://georgiabullen.com/index.php?/columbiaprojects/virtually-spatial-the-reality-of-foursquare/
  • Just a personalrecommend to the students, if I may.
  • Where Is The Center Of Marketing

    1. 1. Where…<br />is the center of marketing!<br />VU University Amsterdam<br />Master of marketing<br />March 10th, 2011<br />
    2. 2.
    3. 3.
    4. 4.
    5. 5.
    6. 6.
    7. 7. Morning at the market by M.V. Jantzen, using a Creative Commons license.<br />
    8. 8. Location based marketing<br />Geography & business<br />Social media and the hyperlocal<br />
    9. 9.
    10. 10. Geography & business<br />
    11. 11. Geography is everywhere,<br />and nowhere!<br />
    12. 12.
    13. 13.
    14. 14.
    15. 15.
    16. 16.
    17. 17. Geography : strong<br />government roots<br />
    18. 18. Location based marketing<br />Geography & business<br />
    19. 19. when location is crucial in the relationship with your customer...<br />
    20. 20. Whoinvented the 4P’s?<br />
    21. 21. Jerry called the last P “place”.<br />…<br />Somepeoplethinkthat I invented the 4P’s <br />but the credit belongs to Dick Clewitt<br />…<br />Says Philip Kotler<br />
    22. 22.
    23. 23. Customer Analytics  |  Market Analysis  |  Site Selection and Evaluation  |  Territory Management  |  Logistics and Supply Chain  |  Asset and Facility Management<br />GIS for retail<br />Industry Focus<br />Real Estate<br />Operations<br />Marketing<br />Merchandizing<br />
    24. 24.
    25. 25.
    26. 26.
    27. 27.
    28. 28.
    29. 29.
    30. 30.
    31. 31. a great platform for business<br />Geography : strong<br />government roots<br />
    32. 32. Location based marketing<br />Geography & business<br />Social and the hyperlocal<br />
    33. 33. Social media – what it is<br />And are we going hyper?<br />
    34. 34. Just another social system Think for 2 seconds, and act normal!<br />
    35. 35. It is not about…<br />Twitter<br />Digg<br />LinkedIn<br />Blogger<br />Hyves<br />Tumblr<br />Facebook<br />What about my privacy!<br />How much time do I need to invest?<br />Why would I ever follow Mr T?<br />Wordpress<br />
    36. 36.
    37. 37.
    38. 38.
    39. 39.
    40. 40.
    41. 41.
    42. 42.
    43. 43.
    44. 44.
    45. 45.
    46. 46. Heineken & <br />geographic questions?<br />
    47. 47.
    48. 48. So what?<br />So the data seems to suggest that there may be correlations with commonly used human data such as the Census data. This begins the conversation of how and when data from these systems could be used in planning and how planners can use these systems to access the people of their cities.<br />
    49. 49. basis of a great platform for business<br />Geography : strong<br />government roots<br />Get ready for much, much more!<br />
    50. 50. Finalremarks<br />Maps show geographicpatterns, sometimes<br />Data is goingfrom static to real-time to hyperlocal<br />The source and amount of the data is changing<br />The relevance of where is increasing<br />
    51. 51. Finalremarks II<br />Read, and be critical<br />Take models for what they are<br />Think geographically!<br />
    52. 52. Where…<br />is the center of marketing!<br />VU University Amsterdam<br />Master of marketing<br />March 10th, 2011<br />
    53. 53. Howit’s made<br />Thinking, research, conversations<br />Ebsco and scholar.google.com<br />Feedback student; Lindy, Christine<br />Reviewby Frits<br />Tools: paper, Xmind, PowerPoint, Slideshare, LinkedIn, Wordpress, Twitter<br />Input from the Twiniverse<br />
    54. 54. Credits<br />List of locationbasedsocialnetworksbyBDNooZ<br />Bullen, G. & Valentini, B. (2010). Virtually Spatial Reality of FourSquare<br />Morning at the market by M.V. Jantzen, using a Creative Commons license (Slide 9)<br />GIS Cartography by Feweb.vu.nl <br />
    55. 55. Help from the twitteruniverse<br />
    56. 56. A few great links<br />FluttrbyDbmediastudiorealtime<br />A day of twitterby Chris McDowall<br />Airtraffic in oneday (Hop Suisse!)<br />Alta4 and Flickr (Uebercool!!)<br />Mappr<br />Fourwhere (tx @lx_1971)<br />

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