Wire­less So­cial: The Lat­est Dig­i­tal Mar­ket­ing Craze

ArabAd - - COVER STORY -

Founded in 2001, Browsara­bia is a Beirut-based dig­i­tal mar­ket­ing so­lu­tions and communications com­pany. Since its in­cep­tion, it served over 1,000 rep­utable clients in both Le­banon and the UAE. In 2015, the com­pany launched Wire­less So­cial, a new on­line por­tal that en­ables users to know con­nect with their au­di­ence through so­cial me­dia in rev­o­lu­tion­ary way. Arabad sat down with Alec Yave­rian, Browsara­bia’s CEO, for an in­side look at the key changes in­tro­duced by this new tech­nol­ogy and the in­ner work­ings of this highly-ef­fi­cient medium.

In­tro­duc­ing Wire­less So­cial

Wire­less So­cial of­fers new ways for cus­tomers to ac­cess Wi-fi, of­fer­ing them the op­por­tu­nity for di­rect en­gage­ment. By log­ging in us­ing their so­cial me­dia pro­file, cus­tomers would have al­ready con­sented to have a third party col­lect their avail­able in­for­ma­tion and agreed to re­ceive of­fers and vouch­ers. They will also be of­fered the chance to like or fol­low who­ever is on the net­work and com­mu­ni­cate on the move with their so­cial me­dia au­di­ence.

“I have dubbed Wire­less So­cial the ‘Cap­ture and Con­nect’ strat­egy par ex­cel­lence,” Yave­rian told Arabad. “In­deed, Wire­less So­cial cap­tures your clients’ in­for­ma­tion at your venues and then con­nects with them con­tin­u­ously, a strat­egy that is per­fectly aligned with the 20/80 mar­ket­ing prin­ci­ple whereby 20 per­cent of your loyal cus­tomers gen­er­ate 80 per­cent of your rev­enues, year af­ter year. “

The plat­form was de­signed to cater to the needs of a shift­ing en­vi­ron­ment marked by fierce com­pe­ti­tion, shrink­ing mar­gins and di­luted con­sumer loy­alty. “It is one of the smartest and most cost-ef­fi­cient mod­ern mar­ket­ing strate­gies with guar­an­tees both an in­crease in sales due to au­to­mated cus­tomer in­cen­tives spring­ing from a strong loy­alty base,” Yave­rian as­serted. “We must keep in mind that a busi­ness can­not sur­vive with­out en­gag­ing with its cus­tomers.”

Get­ting Started

The process is sim­ple: users do not need to have any tech­ni­cal knowl­edge in or­der to get started. “Within a week of plac­ing an or­der you can have your own hotspot, which is safe and le­gally com­pli­ant. The built-in so­cial me­dia soft­ware au­to­mat­i­cally pro­motes your busi­ness through Face­book, Twit­ter, In­sta­gram and Linked In,” Yave­rian noted.

“The on­line por­tal en­ables you to know your cus­tomer de­mo­graph­ics and con­nect with them through so­cial me­dia in a way you never thought pos­si­ble. The Wire­less So­cial plat­form can also be di­rectly ac­ti­vated on your own in­ter­nal Wi-fi router,” Yave­rian added. “Ad­vanced Wire­less So­cial so­lu­tions are also avail­able for larger in­sti­tu­tions or sur­faces such as Malls, Su­per­mar­kets and even restau­rant chains.”

The lo­gin process is a one-time step. Once the cus­tomers come back, Wire­less So­cial greets them by their name, sends them pro­mo­tions and even pushes in­for­ma­tion onto their mobile de­vices or lap­tops. Pro­mo­tions can also be au­to­mated based on the num­ber of vis­its, de­mo­graph­ics, and even birth­days.

“Ev­ery per­son or client who uses your Wi-fi be­comes a mar­ket­ing op­por­tu­nity the mo­ment they log in and give your busi­ness a ‘Like’,” Yave­rian clar­i­fied. “Cus­tomer con­nec­tion has two chan­nels: the first is called the Splash Page con­tained within the venue, which cus­tomers have the op­tion to cus­tom­ize, while the sec­ond form of com­mu­ni­ca­tion uses e-shots via email.”

Analysing the Data

The sys­tem can be ac­cessed and con­trolled from any­where in the world through sim­ple in­ter­net ac­cess on Wire­less So­cial on­line plat­form. It is con­trolled through a so­phis­ti­cated yet sim­ple back end on­line sys­tem ac­cess marked by highly se­cured lo­gin mech­a­nisms.

“For max­i­mum data­base se­cu­rity and con­fi­den­tial­ity, Wire­less So­cial is com­pli­ant with the Data Pro­tec­tion 1998 Act and is a mem­ber of the In­ter­net Watch Foundation,” Yave­rian ex­plained. “The data­base is stored on highly se­cured Euro­pean Servers and Browsara­bia even pro­vides con­fi­den­tial­ity agree­ments and un­der­tak­ings to our clients.”

Wire­less So­cial also has a de­tailed cus­tomer an­a­lyt­ics lay­out, pro­vid­ing a full range of statis­tics rang­ing from num­ber of vis­its, lo­gins, lo­gin chan­nels, times and peak traf­fics to de­mo­graph­ics in­clud­ing gen­der, age range, cus­tomer pro­files and in­ter­ests.

“You can com­pare statis­tics per venues and an­a­lyse de­mo­graph­ics and send bet­ter e-shots based on your statis­tics and/or pre­de­fined pa­ram­e­ters,” Yave­rian noted. “For in­stance, a venue owner could cre­ate an e-shot that would en­ti­tle re­cip­i­ents to a ‘buy one bot­tle of wine, get one free’ of­fer. The venue owner could then spec­ify that the e-shot would only be el­i­gi­ble to males and fe­males aged be­tween 20 and 25 and who have vis­ited a par­tic­u­lar venue five times in the last seven days.”

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.