establishment’s foot traffic and loyalty rates. Additionally, one can compare different stores to one another and to any period range. This enables the organization to track the patterns and outcomes of a variety of different marketing strategies. Advanced Analytics Even if your consumers do not log into your Wi-Fi, the metrics listed above can be gathered, stored and examined. However, the true potential of Wi-Fi marketing comes into play after your clients log in. They will attempt to connect when they see your Wi-Fi network on their devices. This directs users to a Wi-Fi landing page, or captive portal, where they must enter information before being able to access the internet. They will typically be required to input their email address and, in certain cases, their name. At this point, the system will associate all of the device’s past data with a new customer profile. If the customer logs in using a social network account, such as Facebook, the system can learn more information about the client from the social media website, such as the user’s birthday (age) and gender. The retailers will then be able to view demographic and behavioural data about each customer and can begin segmenting them into distinct groups depending on this data. This is referred to as Wi-Fi marketing because it enables astute marketers to conceptualize, organize and execute highly targeted marketing programs. Ways Wi-Fi Analytics Help Businesses The initial phase for every business, new customer acquisition is critical to the success of any organization, as without new clients, a business cannot grow. Marketers can determine how many new consumers pass through the front door each day by analyzing data from customer Wi-Fi collection. Increase in new clients could demonstrate the success of a marketing strategy. With this type of data, marketers can determine which marketing strategies are efficient at acquiring new clients and which are not. The second step is customer relationship management, and it is also a critical parameter. After acquiring new consumers, marketers want to know how frequently they return, how much time they spend during their visits, how much money they spend during their visits, what time of day/week/month they visit, and how frequently this occurs. These and other tendencies are shown by data from customer Wi-Fi analytics. As a result, marketers can have a better understanding of client behavior. This, in turn, enables marketers to craft the optimal message based on the data available at any given point in time. Additionally, they may witness the message’s immediate effect on client engagement. Retention of customers is the next parameter in the business cycle. Businesses expand as a result of new consumers and are sustained as a result of returning customers. To maintain this sustainability, marketers must implement processes that encourage newly engaged clients to do business with them repeatedly. However, in order to precisely determine which solution would most successfully keep newly engaged customers, marketers would need to rely on daily data received from customer Wi-Fi. This information enables marketers to create marketing campaigns that contribute to the retention of recurring clients. Additionally, this can assist in identifying and securing “risk” customers, i.e. customers who are likely to shift their business elsewhere. When used properly, one could argue that Wi-Fi analytics data is the best marketing tool available. It can assist in generating interest in a brand among the target populations. Marketing is continually evolving in the twenty-first century, and it is critical to stay current in order for an organization to grow. The way society uses mobile devices is evolving; staying current with tools including Wi-Fi analytics can help better understand consumers and hence provide high-quality, customized marketing to the demographic of choice. With intelligent data, Wi-Fi analytics may significantly improve business outcomes. Additionally, they can assist in thinking creatively about customized marketing strategies, offers and services. Successful marketing requires the ability to develop long-term relationships with customers and to create buyer personas. It may appear as though this is only available to huge companies that can afford to invest time and money in data analysis. That is not the case any longer. o Paroma Bhattacharya is a content writer who has written pieces in health care, technology, banking, and a range of other industry verticals. Her articles focus on balancing relevant data and in providing objective facts to help people make important business decisions. “What benefits does your organization expect from optimizing your localized marketing efforts? Greater alignment between our brand promise and our customers’ experiences 38% Improved marketing performance and effectiveness at the local level 34% Increased store traffic 34% Greater brand trust and reputation in the markets we serve 34% Greater brand visibility and strength at the local market/location level 32% Better understanding into how to service, market, or create products for specific customer needs 31% Source: Forrester 64 CHANNELV ISION | MARCH - APRIL 2022 MOBILE & WIRELESS
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