{"id":294415,"date":"2011-01-18T01:00:00","date_gmt":"2011-01-18T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-geographie-au-service-du-marketing"},"modified":"2011-01-18T01:00:00","modified_gmt":"2011-01-18T00:00:00","slug":"la-geographie-au-service-du-marketing","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-geographie-au-service-du-marketing","title":{"rendered":"La g\u00e9ographie au service du marketing"},"content":{"rendered":"
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D\u00e9sormais accessible \u00e0 bon nombre de responsables marketing, le <\/span><\/strong>G\u00e9omarketin<\/strong>g joue son r\u00f4le<\/strong>, non seulement en mati\u00e8re de prospection client, mais \u00e9galement en terme de fid\u00e9lisation. Voyons d’abord comment \u00e7a marche…<\/span><\/p>\n

Deux \u00e9tapes ont marqu\u00e9 l’histoire du g\u00e9omarketing dans sa diffusion. D’une part lorsque les cartographies ont pu \u00eatre accessibles financi\u00e8rement<\/strong>, \u00e0 travers les PC, \u00e0 la fin des ann\u00e9es 80. Et, d’autre part, gr\u00e2ce au processus qui a consist\u00e9 \u00e0 rendre les cartes \u00a0\u00bb parlantes \u00a0\u00bb <\/strong>en leur donnant un aspect visuel. Lorsque l’on \u00e9voque le G\u00e9omarketing, on parle d’analyse \u00e0 partir de statistiques, de plages de couleurs, d’\u00e9laboration de camemberts, etc. <\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Quatre grands domaines d’applications sont li\u00e9s au g\u00e9omarketing :<\/h3>\n
– En premier lieu, la gestion de r\u00e9seau.<\/strong> Cette gestion contribue \u00e0 d\u00e9terminer les zones de chalandise et la d\u00e9finition des zones de concurrence entre les sites d’activit\u00e9 (en mati\u00e8re de commerce, services, etc.).\u00a0<\/span>Les entreprises souhaitant d\u00e9velopper une nouvelle enseigne dans un lieu pr\u00e9cis sont donc concern\u00e9es puisque les \u00e9tudes g\u00e9omarketing vont contribuer \u00e0 prendre les d\u00e9cisions pour d\u00e9terminer les meilleures zones<\/strong> o\u00f9 il convient de s’implanter.\u00a0 <\/span><\/strong><\/span><\/p>\n

– Le domaine suivant implique la notion de G\u00e9omerchandising<\/strong>. En effet l’enseigne va devoir se d\u00e9terminer quant au choix de ses produits<\/strong> : doit-on privil\u00e9gier, par exemple, une ligne de produits pour cibler une population jeune ou adulte ? Les \u00e9tudes d\u00e9cisionnelles et les strat\u00e9gies marketing vont permettre de d\u00e9terminer ici les pr\u00e9visions du potentiel \u00e9conomique local<\/strong>.\u00a0 <\/span><\/span><\/p>\n

_ Le troisi\u00e8me grand domaine du g\u00e9omarketing se traduit par la sectorisation<\/strong>. Il s’agit du bon \u00e9quilibrage des secteurs commerciaux en fonction des forces de ventes.<\/strong> On mesure donc les performances respectives des \u00e9quipes commerciales, en fonction du potentiel des zones couvertes, via des \u00e9tudes de gestion commerciale.\u00a0 <\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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– Enfin, quatri\u00e8me grand domaine, le marketing direct<\/strong>. Ainsi, le G\u00e9omarketing va permettre de d\u00e9terminer les zones de chalandise propices <\/strong>aux campagnes de marketing direct, en mettant l’accent sur celles o\u00f9 les taux de retour seront les plus efficaces. Une \u00e9tude g\u00e9omarketing va permettre de s’affranchir pour lancer une campagne dans une zone au profit d’une autre en raison des potentiels \u00e9conomiques des habitants<\/strong>. Toutes les \u00e9tudes de donn\u00e9es socio-\u00e9conomiques et marketing sont ici \u00e0 prendre en compte.\u00a0 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Internet a \u00e9galement contribu\u00e9 \u00e0 rendre plus accessibles les techniques de g\u00e9omarketing<\/h3>\n
C’est le cas notamment de la force commerciale qui peut d\u00e9sormais acc\u00e9der \u00e0 des repr\u00e9sentations cartographiques sur ses donn\u00e9es de ventes ou d’objectifs. Les syst\u00e8mes d’informations g\u00e9ographiques en devenant, via le canal web, accessibles directement aupr\u00e8s des commerciaux contribuent \u00e0 rendre ces derniers plus performants vis-\u00e0-vis des clients. Les perspectives du g\u00e9omarketing sont importantes <\/strong>et il ne tient plus qu’\u00e0 la volont\u00e9 des responsables d’entreprises de se servir d’un outil qui devient et deviendra de plus en plus indispensable. A condition toutefois de mettre en place les moyens, \u00e0 la fois en termes de formation et de recrutement, pour en exploiter toutes les facettes.<\/span><\/p>\n

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Consultez nos articles pour en savoir plus sur le g\u00e9omarketing :<\/i>
Un outil au service de l’optimisation de l’implantation de vos franchises : le g\u00e9omarketing<\/i><\/a>
<\/span>Quel avenir pour le g\u00e9omarketing ?<\/i><\/a> <\/i><\/a>
<\/span>Optimiser les implantations de franchises gr\u00e2ce au g\u00e9omarketing<\/i><\/a> <\/i><\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

D\u00e9sormais accessible \u00e0 bon nombre de responsables marketing, le G\u00e9omarketing joue son r\u00f4le, non seulement en mati\u00e8re de prospection client, mais \u00e9galement en terme de fid\u00e9lisation. Voyons d’abord comment \u00e7a marche… Deux \u00e9tapes ont marqu\u00e9 l’histoire du g\u00e9omarketing dans sa diffusion. D’une part lorsque les cartographies ont pu \u00eatre accessibles financi\u00e8rement, \u00e0 travers les PC, […]<\/p>\n","protected":false},"author":52,"featured_media":294416,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[137],"class_list":["post-294415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLa 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