Section 3.07 Online Maps

In this age of GPS, google earth and multidimensional digital maps, mapping is suddenly hugely relevant again – Hansulrich Obrist

Digital mapping

Digital mapping is the process by which a collection of data is compiled and formatted into a virtual image on devices(phones, computers and other devices). The primary function of this technology is to produce maps that give accurate representations of an area, detailing major roads and other points of interest. The technology also allows the calculation of distances from one place to another.

The roots of digital mapping lie within traditional paper maps. Paper maps provide primary landscapes similar to digitised road maps, yet are often bulky, lack many specific details such as roadblocks and cover only a designated area. Also, there is no way to “update” a paper map except to obtain a new version. On the other hand, digital maps, in many cases, can be updated through synchronisation with updates from company servers.

However, as digital maps have grown with the expansion of GPS technology in the past decade, live traffic updates, service locations and points of interest have been added to enhance digital maps to be more “user conscious.” Traditional “virtual views” are now only part of digital mapping. With the ability to update and expand digital mapping devices, newly constructed roads and places can be added to appear on maps. Three-dimensional maps of landscapes can be generated using 3D scanners or 3D reconstruction software.

Advantages of online maps
Compared to traditional paper maps, electronic models have the following advantages:

quick terrain scaling;
possibility of digital marketing and instantaneous search for the necessary object or business;
automatic routing and control over deviations from the selected course;
possibility of transferring digital maps via the Internet.
Online maps are not subject to wear and tear, they can be stored in computer memory and stationary carriers.

Google Map Ads

What are Google Maps Ads?

One of the search engine’s many advertising offers, Google Maps Ads, is a type of paid digital marketing that promotes nearby businesses or establishments based on a person’s location. These ads appear in the Google Maps app as well as on the tablet, mobile, and desktop versions of the sites.

Anytime a user searches for a type of business or place of interest on Google Maps, they will receive sponsored ads at the top of the list. Paid-for advertisements are placed at the top of the search engine results page (SERP) to increase exposure. For localised businesses, this is a vital tool to drive residents and travellers in your area to your store, restaurant, salon or another type of brick-and-mortar.

The Benefits of Google Maps Ads

Google Maps Ads are very effective at reaching consumers who are more likely to visit and patronise your business because of its localised nature. Displaying your business’s ad in map form also alerts your potential customers to the exact location of your business, which could be enticing if they notice that your business is nearby and therefore more convenient for them, more so according to the algorithm.

The other obvious advantage is the fact that your business’s website, phone number, address, and additional essential information are listed at the very top of the SERP, meaning people are more likely to notice and click on your company over other organic results with lower on the list.

Using Digital Maps in Marketing

Digital maps are actively exploited by tourists, sportsmen and travellers. You should take advantage of this technology to aid in your navigation and also your digital marketing campaigns. Here is how :

In our rapidly evolving online world, digital marketers constantly have to find new ways to make sure their campaigns are reaching the right people with the right message.

Proving ROI of Digital Advertising

Return On Investment(ROI) is notoriously difficult to measure and often miscalculated, but maps and location data can help.

You need to show how your online advertising influenced people to take action, like making a purchase. The good news: most purchase information has a location component, giving you the marketer the ability to demonstrate the correlation between geo-targeted advertising and georeferenced sales.

Use Maps In Your Digital Location

With the vast amount of location data available, digital marketers can now define areas where their customers are down to the level of a city block.

This level of data gives marketers running proximity marketing campaigns a new level of decision-making about their consumers.

Instead of making arbitrary decisions about what your virtual boundary should look like, use maps with actual data about your current/prospective customers.

Aside from being a necessary tool on the back end, maps are also a critical part of your direct communication with customers. Incorporate location intelligence into your email and social media campaigns to drive engagement and shares.