However, it is safe to say that the number is quite large and growing rapidly, as access to Wi-Fi has become an essential service for many people in their daily lives. According to a report by the Wi-Fi Alliance, there were over 400,000 public Wi-Fi hotspots worldwide in 2019, and this number is expected to continue growing in the coming years.
In today's digital age, guest Wi-Fi has become an essential service for businesses to provide their customers with convenient and reliable internet access. However, guest Wi-Fi is not just a tool for offering connectivity, but also an excellent opportunity for businesses to collect valuable data and engage with their customers through marketing campaigns.
To that end many guest WiFi marketing platforms have sprung up all over the world. Some like Linkyfi - a guest WiFi marketing platform from AVSystem - are part of a larger suite of telecoms and IoT management tools. Others like Purple are more specialised and only provide public access WiFi related services.
Guest Wi-Fi marketing can help businesses personalise their messages, drive engagement, and ultimately increase conversions. But with so many different metrics to track, how can businesses measure the success of their guest Wi-Fi marketing campaigns? In this article, we will explore some key metrics and methods to help businesses measure the effectiveness of their guest Wi-Fi marketing efforts.
What are some performance indicators for guest WiFi marketing campaigns?
Guest Wi-Fi marketing has become an increasingly popular tool for businesses to engage with customers and collect valuable data. However, measuring the success of these campaigns can be a challenge. In this article, we will explore some key metrics and methods to help businesses measure the effectiveness of their guest Wi-Fi marketing campaigns.
- Conversion Rate: One of the most important metrics to track is the conversion rate. This measures the percentage of users who take a desired action, such as making a purchase or signing up for a newsletter, after connecting to the guest Wi-Fi network. According to a study by Purple WiFi, the average conversion rate for businesses using guest Wi-Fi marketing is 31.2%. However, this can vary depending on factors such as the industry and the specific call-to-action being used.
- Dwell Time: Dwell time is the length of time a user spends in a particular location, such as a store or restaurant. This can be a useful metric for businesses to track, as it can indicate how engaged customers are with the brand. According to a study by Euclid Analytics, customers who connect to a guest Wi-Fi network stay on average 7 minutes longer than those who do not.
- Repeat Visits: Another important metric to track is repeat visits. This measures the percentage of users who return to the business after their initial visit. According to a study by Cisco, businesses that offer free Wi-Fi see a 13% increase in repeat visitors.
- Social Media Engagement: Guest Wi-Fi marketing can also be a powerful tool for driving social media engagement. By offering customers incentives to like, follow, or share the business on social media, businesses can increase their social media reach and engagement. According to a study by Small Business Trends, businesses that offer free Wi-Fi see a 20% increase in Facebook likes.
- Customer Feedback: Finally, businesses can measure the success of their guest Wi-Fi marketing campaigns by collecting customer feedback. By offering users a quick survey after they connect to the guest Wi-Fi network, businesses can gain valuable insights into how customers perceive the brand and what they would like to see improved. According to a study by InMoment, businesses that collect customer feedback see a 15% increase in customer satisfaction.
As you can see, measuring the success of guest Wi-Fi marketing campaigns requires tracking a variety of metrics, including conversion rate, dwell time, repeat visits, social media engagement, and customer feedback. By analysing these metrics, businesses can gain valuable insights into the effectiveness of their campaigns and make data-driven decisions to improve their marketing efforts.
