“About 80% of all business-relevant information within a company has a relation to spatial data” (Wagner, 2006). Facing a rapid technological change and embedded in a highly competitive en-vironment, companies are pressured to react quickly and to adopt fast to changing market conditions. Thereby, the capability of the recruitment, retention and recovery of customers more and more plays an important role. Furthermore, knowledge regarding promising customers becomes a factor of success. Hence, methods of data-based customer management are used to handle these challenges. Furthermore, those methods were used accretive in view of online marketing activities. Thus, Online-Marketing increases sustainable its importance for a company as well. But, with regard to the introducing quote, it could be ascertained that today's Online-Marketing has no spatial justification, although about 80% of all business-relevant information is suggested to have a relation to spatial data. Hence, the assignment at hand will explain the reader aspects of customer value in view of the principles of Customer Relationship Management as well as of Online- and Geomarketing. Furthermore, it will merge these ideas for the development of a structured communication and business model at the intersection of Geo- and Online-Marketing. Based on this, an analysis of recent applications will be done as well recent gaps shall be examined. Finally, a recommendation regarding advanced Online-Marketing business models will be done by the development of an exemplary business model. Thus, the reader shall get to know the interrelations as well as some hints for further considerations will be given.
Table of Contents
1 Introduction
1.1 Background
1.2 Problem description
1.3 Objectives
1.4 Methodology
2 Marketing framework
2.1 Relationship Marketing and Customer Value
2.1.1 Transactional vs. relationship oriented marketing
2.1.2 Determinations of customer value
2.1.2.1 Yield potential
2.1.2.2 Development potential
2.1.2.3 Cross-buying potential
2.1.2.4 Loyalty potential
2.1.2.5 Reference potential
2.1.2.6 Information potential
2.1.2.7 Cooperation potential
2.1.2.8 Synergy potential
2.1.3 Interim results
2.2 Geo-Marketing
2.2.1 Terminological derivation
2.2.1.1 The marketing context
2.2.1.2 The interdisciplinary framework
2.2.2 Terminological definition
2.2.3 The database
2.2.3.1 Data sources
2.2.3.2 Data preparation
2.2.3.3 Utilizing the database
2.2.4 Interim results
2.3 Online-Marketing
2.3.1 Terminological derivation
2.3.2 Terminological definition
2.3.3 Technological excursus
2.3.4 Interim results
2.4 Chapter subsumption
3 Business Models
3.1 Preliminary considerations
3.1.1 Terminological derivation
3.1.2 Terminological definition and classification
3.2 Macro-environmental analysis
3.2.1 Political environment
3.2.1.1 Political surrounding
3.2.1.2 Legal aspects
3.2.2 Economical environment
3.2.3 Social environment
3.2.3.1 Structure of the community
3.2.3.2 Habits
3.2.4 Technological environment
3.2.4.1 IP-localization
3.2.4.2 Cellular-localization
3.2.4.3 GPS-localization
3.2.4.4 Localization by address-data
3.3 Chapter subsumption
4 Analysis
4.1 Recent Applications
4.1.1 Google AdWords
4.1.2 Oe-Navi
4.1.3 BMW ConnectedDrive
4.2 Gaps in the creation of value
4.2.1 Business matrix based analysis
4.2.2 Communication model based analysis
4.2.3 Chapter subsumption
4.3 Advanced Online-Marketing business models
4.3.1 Preliminary considerations
4.3.2 Advanced business models
4.3.3 Exemplifying advanced Online-Marketing business model
5 Conclusion
5.1 Subsumption of results
5.2 Critical appreciation
5.3 Outlook
Objectives & Core Topics
The primary objective of this thesis is to examine the potential for integrating Geo-Marketing principles into Online-Marketing strategies to develop advanced, data-driven business models. The study evaluates current market limitations and technological possibilities to create a framework for more effective customer recruitment, retention, and recovery.
- Theoretical foundations of relationship marketing and customer value.
- Technical and conceptual integration of Geo-Marketing with Online-Marketing.
- Macro-environmental analysis (P.E.S.T.) of the German electronic business market.
- Case study analysis of current applications (e.g., Google AdWords, Oe-Navi, BMW ConnectedDrive).
- Proposal of advanced business model structures leveraging spatial data for enhanced customer engagement.
Excerpt from the Book
1.1 Background
As a consequence of this ongoing technological improvement, marketing gets more and more data-based and technology-oriented. One result of this development is the aggravating change in the field of spatial marketing. Based on customer-related data and enabled by modern hard- and software technology, the role of Geo-Marketing increases rapidly. So, nowadays Geo-Marketing is no more related to pins on a map, but to a highly efficient type of data-based marketing.
Beside this, but based on the same technological development also, the importance of Online-Marketing increases as well. In that context, two essential factors of success have to be named: First, the unbroken swelling spread of the internet and second, the strong cross-linkage and convergence of different technologies. Whereas, based on the second aspect the ability arises to use online-services everywhere and at any time.
So, keeping these recent developments in mind, it might be unavoidable for companies to extend their Geo-Marketing activities in view of Online-Marketing as well as vice versa to optimize the Online-Marketing by cognitions of Geo-Marketing.
Summary of Chapters
1 Introduction: This chapter introduces the research context, highlighting the increasing importance of data-based marketing in a highly competitive environment and defining the study's objectives.
2 Marketing framework: This chapter provides the theoretical foundation, discussing relationship marketing, customer value, the specifics of Geo-Marketing, and the fundamentals of Online-Marketing.
3 Business Models: This chapter explores the conception and definition of business models, including a comprehensive macro-environmental analysis of the German market.
4 Analysis: This chapter evaluates current applications and identifies gaps in value creation, proposing advanced business models that leverage Geo-Marketing and Online-Marketing intersections.
5 Conclusion: This chapter synthesizes the results, providing a critical appreciation of the findings and offering an outlook on future developments in the field.
Keywords
Geo-Marketing, Online-Marketing, Customer Relationship Management, Business Models, Customer Value, Spatial Data, Data-based Marketing, Network Economy, P.E.S.T.-Analysis, Consumer Behavior, Localization, Technological Convergence, Value Chain, Market Potential, Resource Potential
Frequently Asked Questions
What is the core focus of this thesis?
The work investigates how Geo-Marketing tools can be integrated into Online-Marketing strategies to create advanced business models that improve customer recruitment and retention.
Which central topics are addressed?
Key topics include relationship marketing, the technical foundation of Geo-Marketing, the macro-environment of the German online market, and the development of value-oriented business models.
What is the primary research question?
The thesis explores whether and how Geo-Marketing principles can be used within Online-Marketing and identifies the limitations and frameworks necessary for developing advanced business models.
What scientific methods were employed?
The study primarily utilizes a thorough literature review, a P.E.S.T. macro-environmental analysis, and a deductive case study analysis of existing industry applications.
What is covered in the main section of the work?
The main section details the marketing framework, defines business models, analyzes environmental influences, reviews real-world applications, and proposes improvements for value creation.
Which keywords best characterize this work?
Geo-Marketing, Online-Marketing, Customer Relationship Management, Business Models, Customer Value, and Spatial Data are the central defining terms.
How do Geo-Marketing and Online-Marketing interact?
They intersect by leveraging spatial data to enrich customer-related information, allowing for targeted, location-based interactions that transcend simple contextual online advertising.
What role does localization play in these business models?
Localization is identified as a critical factor; its accuracy directly impacts the quality of customer profiles, though it must be balanced against stringent data privacy regulations.
Why is passive communication important in this context?
Passive communication allows companies to gain insights into customer behavior without requiring constant active input, which is essential for scaling effective business models.
- Quote paper
- Peter Menne (Author), 2008, Potential of Geo-Marketing-Tools for the development of advanced Online-Marketing business models, Munich, GRIN Verlag, https://www.grin.com/document/125428
