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We are tiny intermeshed cogs living in an intensely intricate world. And this is an undeniable fact of life, both foe consumers and for organizations. All our connections generate and process mind-boggling masses of data that can not only be accessed for information purposes, but also shared and leveraged to better understand and support the expectations and demands of customers.

Wi-Fi has contributed towards how use cases has developed, but does not claim to be the only driver. The development of 4G, the soon-to-arrive 5G, and the pervasiveness of smartphones in our
daily life have, altogether, encouraged the emergence of ‘hyper-connected’ behaviours.

The goal of Wi-Fi stretches beyond providing visitors at a public venue with a free access to the Internet. Now, more than ever, Wi-Fi provides visibility on visitors, along with rendering valuable services, to deliver a new, richer experience that is personalized and, therefore, more appealing and engaging.

To achieve this and set a course for proximity marketing, there are prerequisites to be met. The Wi-Fi marketing discipline paves the way to improving customer knowledge, shaping offerings in tune with their expectations, and encouraging loyalty through a bond focused on value.