Customer-engaging businesses need to stay up to date with innovation in technology so that they can survive in a pool full of big fish.
Automated marketing platforms coupled with Wi-Fi analytics have become the latest tools to attract, engage and better communicate with customers.
For the collection and use of customer data for marketing purposes, these trigger marketing techniques come in handy. After all, acquiring customers attention and revolutionising the customers personal experience is the key towards successful retail.
What exactly is Triggered Marketing?
Triggered or prompted marketing is merely an event based marketing technique used as a way to attract and retain customers. Many people confuse triggered marketing with loyalty programs and/or mobile apps. Although useful, loyalty programs potential effectiveness is sometimes jeopardised because often customers will have to download an app or register.
When Wi-Fi analytics and automated marketing platforms are coupled together they can greatly optimise triggered marketing initiatives. This is done by:
1. Acquiring the customers data
2. Analysing the data
3. Distributing modified content
If we go a few years back, the major problem with digital marketing personalisation was that businesses struggled to obtain actual customer data that enabled their business to optimise their communications. With the plethora of data now available, this is no longer an issue.
Lets take ABC Coffee (ABC) as an example, a company that uses Wi-Fi analytics and triggered marketing to increase their worldwide sales. Take John Doe, a regular customer of ABC. He visits every Monday and Thursday at 10 AM, uses the ABC’s Wi-Fi and stays logged in for an hour or so. ABC knows these stats with the help of Smart Wi-Fi that keeps tabs on recent activity. To capture Johns attention, the company can send a deal to John’s phone at exactly 10:10 every Monday and Thursday morning offering him a discount or a free snack. Also, now that the company knows that John spends an hour or so on their Wi-Fi, they can safely assume that John uses the restaurant as a destination where he can make a stop and sit comfortably. This should provide an opportunity for ABC to do some marketing of their own that emphasises their comfortable seating arrangement and free Wi- Fi services.
We know that John visits the ABC store twice a week, but how can the company get him to visit their restaurant more frequently? The deal that was sent to John on a Monday highlighting a discount, with that of a free or a complimentary breakfast may be sent on Tuesday to convince John to visit the store again on Tuesday. Perhaps, after getting the deal, John shares the deal with his friends by posting about the ABC store on his Facebook page. Now that the John has told his friends about the deal, he may also give a rating to the ABC page - it's a snowball effect. If by any chance, John has stopped coming to ABC and has started to spend his Monday mornings elsewhere the same technique can be used to lure him back.
Nowadays, we know customers keep their mobile phones with them at all times so its important to know when to communicate with your customers. Sending the breakfast deal to John while he is at the ABC store is much more effictive than sending the deal while he is sitting at his home. Get John’s attention while he is at the store and that interest will bring him back.
Beyond the above example Smart Wi-Fi marketing has endless possibilities in the realms of point of sales marketing, social media marketing and event triggered marketing. Go beyond traditional marketing and adopt a trigger marketing strategy.