Integrate data streams to smarten up your marketing

​Late last year, Forbes conducted a survey of 500 consumers in Generation Z – those aged 15 to 24 – to get a sense of how they interact with restaurants – and what promotional strategies work best with them. Not surprisingly, the approaches that resonate with them are far different from those that, on average, appeal to the generation before them. All of this is to say that your marketing strategy should evolve in step with your customer base to ensure it continues to provide a return on your investment – especially at a time when every dollar in your budget needs to count. Many operators are using everything from their website to social media platforms to email lists to market their restaurant to guests. But these channels may not be rewarding your business equally. Managing your restaurant’s marketing data streams via a one-stop social wifi platform that integrates with your existing wifi network can help you determine which channels serve you best. For example, how are people finding your website? What pages do they visit and how long do they stay? Is your email newsletter opened at a higher rate than the blog entry you post on social media? Do people engage more with your Instagram stories than with your Facebook posts? Having a solution that combines your data, helps you deliver content across multiple channels, and then allows you to analyze it in one place can help you adjust where needed and expand on what is already working.