Research from Google’s Enterprise division and Vanson Bourne has revealed the growing popularity of mapping technology to help shape marketing strategy, but that adoption across broader business functions is hampered due to ‘internal politics’.

90% of 250 marketing managers in the transport, finance, public sector and retail industries said that they are using, or have plans to use, mapping and geospatial technology as part of their marketing strategy.

Within the survey, ‘mapping technology’ was defined as technology that can be used by companies to present geographical information regarding the business to customers and/or staff, and it looks to be affecting businesses at every level. 62% of those using it already said it had forced them to reconsider their product strategy. 

Nearly half of marketing professionals using the technology (46%) said that it improves productivity, and one in five (21%) are using it to combine different sets of data and spot patterns, agreeing that this would not have been possible without being able to visualise information.

However, despite this, the research revealed that adoption is slow, with nearly one in three marketers citing ‘internal politics’ as a key issue holding back the implementation of mapping technologies.

Sanjay Patel, Head of Enterprise GEO – EMEA at Google, explained that people are increasingly expect to digest information quickly instead of spend time trying to decipher it. 

It’s important that marketers are aware of the potential of mapping technology to help them visualise their data within a geographical context. Mapping technologies are being used for far more than just showing your customers where you’re located.

One in four of the marketers surveyed admitted that increasing their use of mapping technology is a ‘major priority’, with 72% planning on doing this within the next year.