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Relying On Third-Party Maps Is A Break In The Marketing Funnel

MapJam’s’s DIY cartography-for-brands software helps businesses mark different entrances or nearby parking to ultimately improve their marketing.

When you market a business, you’re creating a funnel from the widest portion when customers discover your business to the final point of purchase. Obviously, the goal is to keep consumers moving down that funnel, but what if there’s a hole in it? MapJam co-founder Scollay Petry believes that if you aren’t in control of your maps, your funnel is broken.

MapJam wants to put businesses in control of how people navigate to their physical locations. Business owners can create their own, simple, branded maps, highlighting only the relevant details that they want highlighted to minimize the chance for consumers to be swayed by other, nearby competitors.Screen Shot 2015-11-18 at 3.22.59 PM

“If you’ve put $10,000 into designing a really beautiful website and you put on a Google Map that shows five other cafes within a two-minute walk, you’re doing yourself a disservice,” said Petry.

Google Maps, the dominant consumer navigation app, understandably shows consumers everything around them. “That’s Google’s business model and it’s great for consumers,” Petry says. But for marketers who want to control every aspect of the marketing funnel from beginning to end, it’s just another way to lose potential sales.Screen Shot 2015-11-18 at 3.31.33 PM

While Google Maps allows embedding onto webpages, it’s difficult to change anything about the map to fit in with your site’s aesthetic, or to highlight any information without delving deep into a lot of code. Instead, MapJam allows for simple creation and editing of maps that can be branded and customized in a number of ways and seamlessly integrated into a businesses website. This has become even easier since September when Mapjam was named as the official map creation software of the Weebly web design platform, extending its reach to over 20 million users.

But maintaining customer interest is not the only use case. Google Maps, by virtue of covering most of the earth, can be maddeningly vague, especially since navigation is tied to addresses (though this has been mitigated recently by the advent of Plus Codes). With MapJam, not only can businesses provide directions to a location, but entrances and exits can be marked, nearby parking can be highlighted, and local bars and restaurants can be recommended.

“If you’re an event, show where the hotels are nearby or where the coffee shops are nearby,” says Petry. “If you’re a hotel, show where the 10 best restaurants are. If you’re a hotel you can just click and automatically show where all the cafes and restaurants are around there. That’s a neat tool to add that extra context to your location.”

MapJam has also found a significant audience in Asia, specifically Japan and Singapore, where a single postal address can sometimes cover an entire block.

“There are other companies do data visualization and mapping data points,” says Petry. “That’s not we do. Our maps are for consumers to look at, not analysts.”

About The Author
Daniel Parisi Daniel Parisi @daniel_parisi_

Daniel Parisi is a New York City-based writer and recent graduate of the University of Maryland. Daniel specializes in coverage of mobile payments, loyalty programs, and the Internet of Things.