In a previous post I referred to geospatial marketing as being like the last piece of a puzzle.
Have you ever lost a piece to a puzzle? Some would shrug and move on, content that they know the intention of the puzzle as a whole, letting their mind fill in the missing piece. Others would discard the entire puzzle as useless without the missing piece. Either way, the missing piece can distract from the full picture’s clarity.
If we were talking about a mathematical equation, any missing piece generates a clear cut wrong answer. Luckily marketing is not an exact science of the sort. In the real world, we are constantly tempted to cut corners, skip steps, and obscure or gloss over the missing pieces. We can usually get buy-in just fine without them. There are many practical reasons for this, the least of which is not cost. But have you noticed that, often, the last pieces of the puzzle are either the most difficult (because they lack substance, color, or picture), or the easiest (because only one place remains where they will fit)?
The geospatial components of marketing are oftentimes like the last piece of the puzzle. They can easily be ignored while still succeeding, but the best decisions are always made from the best, most clear, most accurate, most complete information. It is a moderate balancing act!
My goal? To recognize where and when the geospatial is necessary. To convince decision makers of the value added by the geospatial. To be that person who makes it easy to fill in the last piece of the puzzle; the piece that makes or breaks that outcome, provides deeper insight, and sheds light on additional perspectives.