What Is WiFi Marketing?
“WiFi Marketing is a marketing technique that uses a physical location’s guest WiFi landing pages and access point(s) to collect customer names, contact information and demographics while measuring their behavior data at the location. The data is then used to create targeted remarketing campaigns to influence customers to increase their visit frequency and spend, and measure their satisfaction in real time.”
There are three top-level components of an effective WiFi marketing process. These components consist of:
- WiFi Analytics
- Customer Profiles
- Automated Marketing Campaigns
We discuss each of these pieces of the WiFi marketing puzzle below. It is important to fully understand each section in order to get a solid understanding of WiFi marketing when you’re looking to choose the right WiFi marketing platform for your business.
Understanding WiFi Analytics
Before getting to know what WiFi Marketing is, it’s important to understand the basics of WiFi analytics, since these analytics consist of the data that will be used to subsequently drive your marketing campaigns and help you make data-driven operations decisions.
Every mobile device has a unique identifying code. If a mobile device has WiFi enabled, it is constantly sending out a signal seeking out a WiFi access point. This signal includes the device’s unique code, and is how WiFi marketing platforms identify individual customers.
Simultaneously, WiFi access points are listening for these signals from mobile devices. When a mobile device enters the range of the access point, the signal is logged. A new entry is made into the database for that device, whether the user logs into the WiFi or not.
The More Data The Better
This is an important point. Most WiFi marketing solutions only gather data from customers when they log into WiFi. This only gives you a small sample size of your actual customer data. A solution like Bloom Intelligence, however, track anonymous customer behavior whether they log in or not. This gives you a very large sample size of customer data.
From this point on, the access point will recognize the device. It now has the ability to log behavior data like dwell times, returning visits, days of the week, hour of the day and its physical location. Quality WiFi analytics and marketing platforms like Bloom Intelligence then give you the data in an easy-to-understand visual dashboard.
These data will allow you to see many behavior metrics from a vast majority of your visiting customers. With this data, you can begin to understand your physical location footfall metrics. In doing so, you will immediately be able to make smarter, data-driven decision for marketing and operations.
The Power of Customer Profiles
When a customer logs into your WiFi, Bloom begins building a detailed individual consumer profile. Bloom Intelligence customer profiles include:
- Email address
- Phone number
- Zip code
Additionally, all behavior data such as visit information, physical location, PPA (per person average) and offers received/redeemed, is easily accessed from the customer profile.
Bloom cleans and verifies all data in real time. Customers will not be able to provide obviously fake emails, phone numbers, or birthdays. This will allow you to make even more accurate marketing and operations decisions.
Plus, using Bloom’s progressive profiling feature, you will be assured that all of these data points are unobtrusively captured. When users come for a repeat visit, the system will welcome them back, and then ask them for an additional piece of information that is missing from their profile. This helps to ensure that the data you are basing important decisions on is accurate and reliable.
Bloom users quickly grow databases of thousands, or even millions of customer profiles. Since each consumer profile contains at a minimum a customers contact information (such as an email address), they now have a huge list of actual customers to market to for the life of a person having that email address. But it doesn’t stop there. Bloom takes it a huge step forward.
Bloom makes it quick and easy to take your list of contacts and segment them into smaller, more targeted groups. For instance, you can segment your list into males or females. You can create a separate list of customers who are above or below a specific age. You can create a list for users who fall under a specified dwell time or visit count, for instance. The options are endless since you can add any of these filters to any list. For instance, you can create a list of women under 40 who have not visited in the last 2 months.
Why You Should Segment Your Customer List
The idea is that not all of your customers will be highly engaged with the same type of message. Women over 40 on Mother’s Day will engage more with a warm, emotional greeting than Gen-Z men who come on Sundays to watch football. Therefore, customer segmentation allows you to send an entirely different messages to your various customer groups.
You can save these lists as smart lists that automatically update with any customer who meets the criteria. Or save as a static list which is a snapshot in time, and will never change. This creates a true marketing automation for your multi-unit restaurant or retail locations.
When you personalize your customers experience, engagement rates will climb. As a result, footfall traffic and customer loyalty will also increase over time, and marketing costs will decline.
Using Data-Driven, Automated Marketing Campaigns
Once you have all of this data being added to your analytics database in real-time, you can begin experiencing the true value of WiFi Marketing. By analyzing your data, you’ll begin to understand who your customers really are. You’ll understand how they behave in your restaurant, allowing you to engage with them like never before.
With Bloom’s marketing suite of tools, you’ll be able to create marketing campaigns based on the behavior and demographic data from your actual customers. You’ll finally be able to target different marketing messages to different segments of your customers based on a very large sample size of actual data. And since Bloom tracks ROI on every campaign, you can optimize your marketing for the best results possible.
Easier Marketing with Triggered Messaging
Messages, offers or surveys are sent immediately, at a future date and time, on a recurring schedule, or when a customer meets specific behavioral criteria (triggered). Triggered messages can be sent based on:
- Milestone – when customers reach predetermined milestones such as their 10th, 25th, or 100th visit.
- Loyalty – every time a customer reaches a predetermined number of visits
- Rating – when a customer provides a rating at or below a level you specify
- Anniversary – when customers reach the anniversary of their first visit
- Birthday – a few days prior to a customer’s birthday
- Upon Exit – a predetermined number of days or hours after a person leaves a location
- Upon Registration – shortly after a guest first registers (logs in) on your WiFi
- At Risk of Churning – when a customer has been determined as unlikely to return by our statistical model
- At Risk (number of days) – when a customer has not returned after a set number of days
Gain The Upper Hand With WiFi Marketing
Now with the WiFi marketing and analytics tools from Bloom Intelligence, physical locations can gather accurate, real time data on their actual customer base.
This means one thing – no more guessing!
Now you can confidently create extremely targeted marketing campaigns that you can measure precisely, allowing for robust and profitable marketing efforts. You’ll be able to measure results and duplicate your successful campaigns. If they do not perform as well as you expect, you can easily adjust your tactics and watch the results in real time.
We hope this answers your question, “What is WiFi Marketing?” It’s time to start using real-time, in-store WiFi analytics to uncover hidden marketing opportunities and areas where improvement is just waiting to come out.
With the ability to see detailed attribution and ROI of every campaign, Bloom delivers the most complete and robust WiFi marketing solution and analytics suite of tools available today. If you’d like to see how Bloom can grow your business, schedule a free demo here or call us at 727-877-8181.
A No-Brainer For Anyone
“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price. In addition, we’re able to communicate our new product promotions by using the landing page as a digital billboard. A “no-brainer” for anyone working with limited Marketing $$.”
~ Bob Cross, Vice President of Operations
Atlanta Bread Company