The infographic includes numerous statistics from well-recognized organizations and research firms to help demonstrate the business impact this next-generation of targeting will have across industries and throughout the enterprise. In particular, of interest to those in the travel & hospitality industry, 94 percent of people cite Wi-Fi as the most important amenity at a hotel. Similarly, 57 percent of enterprise retailers offer both customer and employee Wi-Fi access. From an international perspective, Wi-Fi connected users to more than 47 million public hotspots worldwide.
“Because Wi-Fi users represent such a large majority of today’s mobile traffic, companies simply cannot afford to ignore this type of targeting if they want to reach and engage with consumers at a point in time where and when it matters most,” said Rob Friedman, executive vice president, Digital Element. “We’ve found that IP geolocation allows marketers and advertisers to accurately reach this growing population of on-the-go users in an easy, non-invasive, cost-effective manner.”
Digital Element’s NetAcuity PulseTM, the industry’s first mobile-centric, IP-targeting database, leverages new insights derived from Wi-Fi connected mobile traffic and infrastructure. This more precise targeting is based on where a user is located and connected at a specific point in time, regardless of device. Information can include whether the user is in fact coming through a Wi-Fi connection point, the user’s point-in-time geographic location, and whether someone is on a home or a business hotspot. Benefits of using Wi-Fi targeting include better return on investment; stronger brand loyalty; improved consumer engagement; and increased revenues.