Open AccessOn the Use of Wi-Fi in Marketing
Author(s) -
R. Dunaytsev,
Anna Evgenyevna Shabanova
Publication year - 2019
Publication title -
informacionnye tehnologii i telekommunikacii
Language(s) - English
Resource type - Journals
ISSN - 2307-1303
DOI - 10.31854/2307-1303-2019-7-4-37-42
Subject(s) - business , advertising , measure (data warehouse) , marketing , analytics , telecommunications , computer science , data science , database
During the last decade, we have witnessed an ever-growing increase in the use of Wi-Fiin geomarketing and advertising in the form of Wi-Fi analytics and hyperlocal targeting. Using a special device installed in a store, cafe, etc., the MAC addresses of mobile users who walked by or entered inside are collected. Further, the collected MAC addresses are used either to measure traffic intensity or to display targeted commercials of these establishments, as well as their goods and services. This paper discusses business opportunities of Wi-Fi in marketing.