According to recent Bango research, over 20% of your mobile customers are now connecting via Wi-Fi. Millennial Media also reported 22% Wi-Fi use in the USA as part of their June U.S Scorecard for Mobile Advertising Reach and Targeting (SMART) report. The increase in Smartphone sales is a reality and I would like to know who is taking advantage of this insight into Wi-Fi connectivity to help maximize their mobile marketing efforts..
I put my search hat on and I found two very good examples on Vanksen Culture-buzz blog: Creative mobile marketing using network names. The first example is a coffee shop called the CoffeeCompany that gives you free WiFi access with a twist. The network name periodically changes to messages such as “Mmm…YummyMuffinOnly2Euro” or “BuyAnotherCupYouCheapskate” Errrrm…point taken!.
The second example is the rental car company SIXT. They offered free WiFi access to the travellers of Hamburg airport while using the following messages as the network name “Drive instead of surf”, “SIXT airport specials”, and “BMW 3 starting at €159”. Very neat.
These are great ways to engage with WiFi users, but not so good if you want to track the results! So what’s the best way of engaging and tracking at the same time? Well what you can do is present a compelling offer before free WiFi can be accessed. By presenting a webpage before users connect you can communicate key messages and offers directing them to your website e.g “Claim your free coffee voucher” or “Free Lady GAGA ringtone”. You can then track them from initial engagement through to activity on your website. With tools like Bango Analytics you can uniquely identify each visitor to track their activity, reward loyalty and present a personalized experience the next time they return. Bango has also just launched operator billing over WiFi connections, which makes it very easy for these WiFi connected visitors to buy digital content. Watch this video to see it by yourself.
Think how you can take advantage of this growing WiFi opportunity and optimize your mobile marketing. In the mean time, keep giving us free WiFi, we love it!
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