Wireless Social: The Latest Digital Marketing Craze
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.”
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.”