by Zephyr on February 5, 2008 at 2:17PM
Last week we added the option to purchase quarterly subscriptions for all of our ZIP Code map products on our online store.
Our cartographers estimate that ZIP Codes change 3% a quarter. For some, this has relatively little impact. But for others, basing business decisions on even slightly inaccurate maps can mean losing thousands of dollars.
With subscriptions, we can now offer those of you that are sensitive to ZIP Code change continually current data at a discount – 4 maps for the price of 3. Stay tuned, we’ll offer the same for carrier route maps later this month!
by admin on January 25, 2008 at 8:20AM
ZIP Codes are dead. At least, that’s what some web marketers might have you think. Here’s why they are (mostly) wrong.
Local Targeting
In cities, people don’t think about ZIP Codes so much. They think about neighborhoods. So, if you want to speak in the voice of your market, you better allow for neighborhood search. Especially if you are in a retail-like business in a major city. Maponics can help you with neighborhood boundaries so you can tag locations by neighborhood, a prerequisite for allowing local search. But what about that ZIP Code?
“Reports of My Death Have Been Greatly Exaggerated”
Have you ever tried to do a direct mail campaign to specific neighborhoods? Nearly impossible (though, postal carrier routes might help). That entrenched system the USPS built for mail delivery has many years of life left in it. Most companies approach marketing through many channels. Unless you are going purely virtual, don’t throw away those stamps just yet.
Gotta Have It
Neighborhood level searching is fast becoming a “gotta have it” for metro area business and real estate. Everybody who lives in a city knows where different neighborhoods are. And your customers are not finding you from print ads anymore. No, Google is making sure that the next generation of consumers is trained to look on Google for the best pizza places, shoe stores, or even where to buy a home. And people naturally think by neighborhood unless forced to do it by ZIP.
Don’t Know ZIP
In contrast, most people only know 3 ZIP Codes: their own ZIP Code, the ZIP Code where they work, and the ZIP Code where their mother lives. All this might make you think I agree with the obsolescence of the ZIP Code. But really, I’ve got two dogs in this fight.
Long Live ZIP!
ZIP Codes and Neighborhoods work in tandem. Using one alone only serves half the need. ZIP Codes are perfect for
- Targeting mailings
- Analyzing your customer data (since every customer has a mailing ZIP Code field, right?)
- Viewing demographics
So why would you ever try to kill the lovable ZIP Code?
Maponics self-sources location databases for both ZIP Codes and Neighborhoods. Give us a call to license the data for a multichannel local targeting effort: 800-762-5158.
