Building a Theoretical Foundation for Prafix

Building a Theoretical Foundation for Prafix

I believe that there is a need to apply elements of Psychogeography and Phenomenology to make sense of spatial communication in the 21st century.  In building a curriculum, I often turn to these two studies to adapt their rich meaning in order to inspire a philosophical foundation to guide Prafix forward.  There is a role for elements of both of these schools of thought to be reinterpreted and applied to understanding geosocial and geomarketing datasets.

Ten years ago, before I becoming familiar with Guy Debord and Martin Heidegger in spatial context, I thought that there was a geographic relationship to how communication mediums could evoke cognitive change.  I imagined a map of dots, color coordinated and thematically shaded to visualize a given idea or identity.  Those points were fixed in a place, but there color could change over time depending on what influenced them.  Fast forward ten years and mobile computing technology could make it possible to allow these static points to roam freely as they social media savvy mobile phone users transcend physical geography.

Although it seems highly theoretical, most big data companies are selling this same exact idea to giant corporations.  What could be more valuable than point level data on your clients or potential customers?  I would argue that socioeconomic models that could predict socioeconomic consumer behavior could potentially be more valuable than the point level data itself.

I am interested in how technology can be used to help us better understand how space is perceived via communication platforms.  Social Media allows us to geocode our thoughts, essentially associating a thought bubble with a given terrestrial X, Y coordinate.  We could tell a more profound story by mapping out how those georeferenced thought bubbles evolved through space and time.

There is no shortage of geosocial or geomarketing solutions being made.  However, I believe with more theoretical discourse we can ensure that our developments are being made with a conscience.

Thanks a ton,

How does Geography inform Online Internet Marketing?

Geography and Online Internet Marketing

Location is pivotal to traditional modes of advertising communication. Traditional media campaigns are fixed in a given market and their results can be measured and visualized geographically. Newspapers have a fixed distribution. Billboards are literally connected to a physical space. Direct Mail is disseminated to address lists in Zip Codes and Carrier Route boundaries. Television and Radio markets also have fixed geographies, which makes it easier for Nielsen and Arbitron to measure their respective audiences and provide ratings information back to media buyers.

How does Geography inform Online Internet Marketing?

The Internet plays an enormous role in the Economy. Access to the World Wide Web continues to grow as people consume online content using their Desktops, Laptops, Tablets and Smartphones. Televisions and video game consoles are also increasingly providing digital content. Although some may believe the Internet economy exists independent of geography, location plays a huge role in marketing products online.

All sorts of demographic and psychogeographic analysis is conducted to make sense of traditional media markets, but how would one use geography to measure advertising communications in cyberspace?

Current trends in Online Internet Marketing, such as Search Engine Optimization (Organic Marketing), Search Engine Marketing (Paid for Marketing) and Location Based Applications already use Geography to fine tune and target their advertising messages. SEO can use geographical keywords, SEM can specify a given geography to target and Location Based Apps rely on the user’s location to provide nearby business profiles. All three forms of Online Internet Marketing listed can provide great results to businesses, but could be providing more value if they were to rethink their use of geography.

My complaint is that Online Internet Marketing platforms are not taking full advantage of geographical data and technologies. People will always exist in a physical place. And physical places are always informed by statistical demographics and psychographic analytics.

It is important for Online Internet Marketing platforms, if they want to survive, to provide more value to their growing customer base. My recommendation is to design a set of intuitive tools that can assist marketers in crafting messages that are informed by the socioeconomic landscape, no matter how big or small that landscape be.

Over the course of the next three weeks I will be reviewing “How Geography Informs” SEO, SEM and Location Based Applications.

I look forward to reading your replies, recommendations and suggestions.

Thanks a ton,