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Social Wi-Fi: Choosing between Wi-Fi advertising and Wi-Fi analytics

Managed WiFi - Social Wi-Fi: Choosing between Wi-Fi advertising and Wi-Fi analytics

If you have read a number of our articles or are a savvy offline retail marketer, then you must have an idea of what Wi-Fi marketing, Wi-Fi advertising, and Wi-Fi analytics are. And while you are aware that you need to get on board this powerful business tools to boost sales, you may not be able to tell the difference between them. Not knowing this might cause you not to take proper advantage of these powerful tools.

It’s okay to be confused about their differences; many people who are new to the concept also get a bit confused about this. In this article, we’d explain what they each mean and how they are used, so that you can have a better understanding and make informed decisions on how to adopt them.

What then is Wi-Fi advertising and Wi-Fi marketing?

Even though, generally, these two concepts can be used interchangeably, there is a marked difference between them. And knowing this difference would give you an edge and help inform your choices.

Simply put, Wi-Fi advertising is the display of product or service ads using the social Wi-Fi as a platform. The same platform can be sold out to other businesses to place ads on the Wi-Fi platform. These ads will be seen by visitors when they log in through the social Wi-Fi hotspot. Visitors can be targeted with ads that lines up with what they may be interested in. For instance, a laundry could run ads for plastic laundry baskets or pressing irons to customers. The ads can be displayed on the captive portal (Wi-Fi landing page) or on a splash screen that comes up as soon as visitors log in.

Wi-Fi marketing is a bit more ‘personal’, speaking in a certain sense. By ‘personal’ we mean that Wi-Fi marketing is used for your business and cannot be shared. Wi-Fi marketing is used to communicate with your customers about your business. You can use Wi-Fi marketing to tell your customers about loyalty programs, promos, special deals, etc. when they come within your business premises. But the best thing about Wi-Fi marketing is that you can communicate with your customers even when they not connected to your social Wi-Fi. As long as they have once logged into your guest Wi-Fi you have collected their personal details such as email addresses and phone numbers. With these you can send them newsletters, SMS, and/or push notifications about new products/services, special offers, and so on. Read more on how you can engage onsite customers through wifi marketing.

In the end, while one works a bit differently from the other, they both have the same goal – boost sales. And they can also be used simultaneously without any friction in operation between the two.

So, what is Wi-Fi analytics?

As the name sounds, Wi-Fi analytics is a tool that can track, organize, and ANALYZE data collected through your social Wi-Fi platform. The data is analyzed and presented in a format that can be interpreted and understood by marketers. In simple terms, Wi-Fi analytics helps you makes sense of the information you get from your visitors. Here are three things Wi-Fi analytics can tell you about your customers.

 

Where do Wi-Fi advertising, marketing, and analytics meet?

They all meet right in the middle. Let’s explain, and this might not be the best allusion: these three tools work like a Pitcher plant. The smell of the plant attracts the flies. The sticky sugary substance causes the flies to get stuck to the plant and draws them in. The flies get pulled into the plant’s receptacle until they are digested by the plant, all in real time. The sweet smell is Wi-Fi advertising, the sticky substance is Wi-Fi marketing, and the digestive portion is the Wi-Fi analytics. Okay, not our best analogy but we’re sure you get the picture. The Wi-Fi advertising and Wi-Fi marketing help to draw and keep the customers, while the Wi-Fi analytics makes sense of the data collected. Thankfully, your customers won’t be digested by Wi-Fi analytics – only their information would.

As your customers increase and you collect more data, you begin to learn, using the information interpreted by the Wi-Fi analytics, which of your offerings are popular among your customers. You learn what messages trigger the kind of reaction you want, and over time you keep refining them to keep getting the same response. Basically, Wi-Fi analytics is ‘useless’ without Wi-Fi advertising and Wi-Fi marketing to collect customer data.

How do these three benefit offline businesses?

It is one thing to have these powerful tools at your disposal but it’s another thing to have a clear cut plan and objective of how to use them to reach your bottom line. Without any meaningful strategy, Wi-Fi analytics, advertising, and marketing are just duds.

Your customers may be getting free social Wi-Fi access but you know that it comes at a cost to you to offer it for free. Since you aren’t making any money from your social Wi-Fi from your customers directly, you might as well rent out your captive portal (Wi-Fi landing page) to businesses that offer matching products/services that you do not offer. This way, you can comfortably pay the bills while you continue to offer your customers free social Wi-Fi.

A combination of Wi-Fi analytics and Wi-Fi marketing might be an excellent idea if your objective to get inside your customers’ minds. This combo will enable you see what your customers are thinking by trailing where they visit on the internet. They might visit an online business which offer a product or service they think you should offer but do not. They may frequently visit an online business that offer the same product/service you offer but at a lower price. This action is a clear sign of what they are actually looking for. And it should prompt you to take the appropriate actions to meet their needs before they take their business to your competitor.

If your goal is to be able to reach customers, even when they are not connected to your social Wi-Fi on-site, then Wi-Fi marketing is your best bet. This way the personal information you collected when they first signed in would be used to send them messages about new products, special offers, loyalty programs, etc. This could be done through email newsletters, SMS, and push notifications.

The most important things to consider here are the ability to gather valuable data from your customers and a strategy to turn this data into profit for your business. If you have a clean and efficient strategy, and a clear goal then using any or a combination of Wi-Fi analytics, advertising, and marketing will see a significant rise in your ROI.

Do you have questions about how you can use SpotOn’s Wi-Fi platform for advertising, marketing, and analysis? Get in touch with us, we would be happy to assist you. Or you could request a free demo to have a feel of our platform.

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