Marketing via WLAN on the verge of a breakthrough?
Editorial
-
July 18, 2017
Is WLAN marketing a flash in the pan for the advertising industry or does the tool have the ability to establish itself permanently in communications marketing? The results of a recent survey of 130 communication experts from the advertising, PR, digital, full-service and marketing sectors suggest the latter. More than one in three communication experts (35%) assume that WLAN marketing will play an important role in Germany this year. Almost twice as many experts (67%) expect Wi-Fi marketing to play an important role in 2020. "People are using public hotspots more and more frequently because, on the one hand, they are surfing more and more and, on the other, the data requirements of mobile applications are constantly increasing. Advertisers are following this trend in order to target potential customers where their attention is highest," explains Maximilian Pohl, CEO and founder of MeinHotspot. WLAN marketing is based on the technical infrastructure of public hotspots. Customers are approached before and during login to the free Wi-Fi connection.Competitive advantage thanks to WLAN marketing?Communications agencies are convinced by the principle of WLAN marketing. Three out of five experts are of the opinion that companies gain a competitive advantage over other companies through its use (58%). The industry professionals see the main advantages in the format and the interaction with other marketing measures. Seven out of ten experts are of the opinion that WLAN marketing secures attention for companies by bringing marketing messages directly to the customer's display (72%). Seven out of ten professionals also believe that WLAN marketing allows synergies to be exploited, as the interaction of individual marketing instruments such as banners, flyers and the homepage increases the impact of individual advertising messages (72%). "The results of the study show that the future of online marketing is focused on mobile formats. WLAN marketing also makes mobile advertising possible for smaller companies such as restaurants and hotels, retailers and doctors' surgeries. This will enable these sectors to further increase the impact of their existing marketing activities," explains Pohl. The tool should also be able to help in dialog marketing: Over half of agency professionals are of the opinion that WLAN marketing is well suited to entering into dialog with customers (52 percent).About the studyFor the quantitative survey, 130 decision-makers from the communications industry were interviewed between June 2, 2017 and June 27, 2017. The survey was conducted by MeinHotspot GmbH using CATI (Computer Assisted Telephone Interview) and CAWI (Computer Assisted Web Interviewing) systems. The communication experts surveyed work in communication agencies with different focuses: advertising (seven percent), PR (nine percent), digital (20 percent), full service (19 percent) and marketing (39 percent).
More articles on the topic
Nespresso Boutique Bern: The Aare River and the History of Coffee
Black Friday in Switzerland: Saving Instead of a Shopping Spree
Category Management: How Product Assortments Should Grow in the Future
Is WLAN marketing a flash in the pan for the advertising industry or does the tool have the ability to establish itself permanently in communications marketing? The results of a recent survey of 130 communication experts from the advertising, PR, digital, full-service and marketing sectors suggest the latter. More than one in three communication experts (35%) assume that WLAN marketing will play an important role in Germany this year. Almost twice as many experts (67%) expect Wi-Fi marketing to play an important role in 2020. "People are using public hotspots more and more frequently because, on the one hand, they are surfing more and more and, on the other, the data requirements of mobile applications are constantly increasing. Advertisers are following this trend in order to target potential customers where their attention is highest," explains Maximilian Pohl, CEO and founder of MeinHotspot. WLAN marketing is based on the technical infrastructure of public hotspots. Customers are approached before and during login to the free Wi-Fi connection.Competitive advantage thanks to WLAN marketing?Communications agencies are convinced by the principle of WLAN marketing. Three out of five experts are of the opinion that companies gain a competitive advantage over other companies through its use (58%). The industry professionals see the main advantages in the format and the interaction with other marketing measures. Seven out of ten experts are of the opinion that WLAN marketing secures attention for companies by bringing marketing messages directly to the customer's display (72%). Seven out of ten professionals also believe that WLAN marketing allows synergies to be exploited, as the interaction of individual marketing instruments such as banners, flyers and the homepage increases the impact of individual advertising messages (72%). "The results of the study show that the future of online marketing is focused on mobile formats. WLAN marketing also makes mobile advertising possible for smaller companies such as restaurants and hotels, retailers and doctors' surgeries. This will enable these sectors to further increase the impact of their existing marketing activities," explains Pohl. The tool should also be able to help in dialog marketing: Over half of agency professionals are of the opinion that WLAN marketing is well suited to entering into dialog with customers (52 percent).About the studyFor the quantitative survey, 130 decision-makers from the communications industry were interviewed between June 2, 2017 and June 27, 2017. The survey was conducted by MeinHotspot GmbH using CATI (Computer Assisted Telephone Interview) and CAWI (Computer Assisted Web Interviewing) systems. The communication experts surveyed work in communication agencies with different focuses: advertising (seven percent), PR (nine percent), digital (20 percent), full service (19 percent) and marketing (39 percent).
