Geomarketing: Desde una visión comercial a una aplicación social, en contextos metropolitanos

Valle, Elías Adolfo Albornoz Del; Cerda, Francisco Javier Núñez; Frau, Carlos Mena

doi:10.4067/s0718-34022020000200143

Cited by 3 publications

(4 citation statements)

References 1 publication

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Social marketing [59] focuses on the social well-being of the population through traditional marketing campaigns adapted to social factors. When applied to territory through urban spatial analysis, this strategy is social geomarketing [60].…”

Section: Use Of Geomarketing To Conduct Spatial Accessibility Analysismentioning

confidence: 99%

“…According to this information, geomarketing is applicable to the private field [61-64] and social field, providing key spatial economic elements for project evaluation and the implementation of planning and urban design strategies, as stated by new available information technologies; specifically, the important contributions suggested by Escobar-Moreno [58] and complemented by Albornoz et al [60].…”

Section: Use Of Geomarketing To Conduct Spatial Accessibility Analysismentioning

confidence: 99%

“…Alphanumeric data collection was carried out by conducting a random survey in a representative sample of the testing area according to social geomarketing techniques [60]. The questionnaire contained three differentiated sections: the first part collected data related to the socio-economic characteristics of the interviewees in order to segment mobility demand, the second part collected the relative preferences of movements to frequent activities, and the third part collected data related to the satisfaction level of the interviewees, such as the easiness and obstacles present in the movement.…”

Section: Data Used: Alphanumeric and Geographic Datamentioning

confidence: 99%

“…The basics processes to carry out social geomarketing suggested by Albornoz, et al, [60] were used, adapted for the sanitary context produced by the COVID-19 pandemic. Within this work's conceptual framework, the analysis of accessibility through consumer preferences was conducted with inhabitants of the Collao sector during the COVID-19 pandemic in facilities where food and services are provided.…”

Section: Processes and Indicator Collectionmentioning

confidence: 99%

See 3 more Smart Citations

Socially Sustainable Accessibility to Goods and Services in the Metropolitan Area of Concepción, Chile, Post-COVID-19

et al. 2022

View full text Add to dashboard Cite

The COVID-19 pandemic affected people’s mobility and access to urban activities. When the contagion was at a community level, quarantine measures were taken, causing population immobility. The lack of alternatives significantly altered the satisfaction of people’s basic needs. The objective of this article was to explore and generate real accessibility indicators for goods and services, in addition to the levels of spatial satisfaction of the population, at a regional level in the metropolitan area of Concepción, Chile. To focus on citizens’ social welfare, social geomarketing was applied as the method, obtaining the delimitation of accessibility areas for goods and services through population surveys and the delimited spatial decelerated satisfaction. Pre-pandemic and during-pandemic situations were evaluated. The results showed an improvement in the delimitation of accessibility areas of goods and services, as the citizens’ preferences as consumers were included, revealing an increment during the pandemic, especially in the food typology. In the same way, the existence of geospatial satisfaction and its increment under the pandemic context when accessing the diverse facilities that offer these kinds of goods was confirmed. In conclusion, the satisfaction areas were useful for analyzing urban form designs and focusing them to promote revitalization, as well as for inclusive and sustainable urbanization and proactive measures to make urban areas more resilient to natural or human risks, incorporating the role of geospatial tools for promoting sustainable urban development.

show abstract

Section: Use Of Geomarketing To Conduct Spatial Accessibility Analysismentioning

confidence: 99%

Section: Use Of Geomarketing To Conduct Spatial Accessibility Analysismentioning

confidence: 99%

Section: Data Used: Alphanumeric and Geographic Datamentioning

confidence: 99%

Section: Processes and Indicator Collectionmentioning

confidence: 99%

See 2 more Smart Citations

Socially Sustainable Accessibility to Goods and Services in the Metropolitan Area of Concepción, Chile, Post-COVID-19

et al. 2022

View full text Add to dashboard Cite

show abstract

Marketing de proximidad: La geolocalización, como estrategia de publicidad en las marcas de centros comerciales en la ciudad de Ambato

2021

View full text Add to dashboard Cite

El marketing de proximidad creador de ciudades inteligentes y la geolocalización como una herramienta de publicidad digital, elimina el tráfico de las compras realizadas en tiendas minoristas, envía anuncios publicitarios de acuerdo con sus ubicaciones, eleva la satisfacción del cliente fidelizándolos, crea una imagen positiva de la marca y un vínculo entre el cliente y el proveedor, facilita el movimiento de ingresos y objetivos de marketing dentro de los centros comerciales y malls. El objetivo de la investigación fue identificar el nivel de satisfacción de los clientes de la geolocalización como estrategia de publicidad de las marcas de centros comerciales en la cuidad de Ambato. Contó con un método cualitativo secundario, por lo que se ejecutó una revisión literaria de publicaciones académicas, artículos publicados en revistas científicas, información estadística, libros y artículos de periódico para poder realizar el estudio. Asimismo, se aplicó un enfoque cuantitativo en el análisis de datos recolectados en la aplicación de la encuesta para realizar el estudio. La investigación tuvo un alcance correlacional, puesto que se logró calcular el nivel de satisfacción y la relación de la publicidad de las marcas de los centros comerciales de la ciudad de Ambato. La muestra de estudio fue de trescientos ochenta y cuatro (384) usuarios, en edades comprendidas de 18 y 50 años, datos obtenidos de la agenda Tungurahua 2019 - 2021. El principal resultado obtenido fue el impacto de nivel de satisfacción y frecuencia de compra en los centros comerciales con el uso de la geolocalización: Facebook es la red social con mayor aceptación por su versatilidad para el recibimiento de notificaciones promocionales. Se concluyó que las estrategias publicitarias geolocalizadas influyen en la decisión de compra y aportan en la imagen y posicionamiento de las marcas creando fuerte vínculo entre el cliente y el proveedor.

show abstract

Aplicações Do Geomarketing Numa Perspetiva Social - Alguns Estudos De Caso

Fernandes

2023

Rev. Contemp.

View full text Add to dashboard Cite

O geomarketing é um conceito inovador e adaptável, cuja aplicação se estende aos mais variados setores de atividade. Este artigo desenvolve uma reflexão sobre a utilização do geomarketing tomando em consideração uma perspetiva social. O presente estudo recorre à utilização da metodologia da pesquisa bibliográfica, numa tentativa de encontrar artigos adequados ao tema. Com esta investigação, a partir de vários estudos de caso concretos, concluiu-se que as vantagens da aplicação do conceito ao nível social podem ser bastante generosas, com significativos impactos na qualidade de vida do cidadão.

show abstract

Geomarketing: Desde una visión comercial a una aplicación social, en contextos metropolitanos

Cited by 3 publications

References 1 publication

Socially Sustainable Accessibility to Goods and Services in the Metropolitan Area of Concepción, Chile, Post-COVID-19

Socially Sustainable Accessibility to Goods and Services in the Metropolitan Area of Concepción, Chile, Post-COVID-19

Marketing de proximidad: La geolocalización, como estrategia de publicidad en las marcas de centros comerciales en la ciudad de Ambato

Aplicações Do Geomarketing Numa Perspetiva Social - Alguns Estudos De Caso

Contact Info

Product

Resources

About