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WIFI and Direct Marketers 9


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WIFIand Direct Marketers

Thedevelopment of the internet is one of the most significantdevelopments in the information technology that continually impactson business. Due to the limitless benefits that businesses andworkers derive from the internet, there has been growing demand forinternet access points. Among these access points is the Wi-Fi, awireless access point for mass user. This is a wireless internetaccess provided by internet providers for organizations either on theinternet or local area networks. Due to the limitless access of theinternet by business organizations, workers have highly benefited ina limitless range, especially marketers. This paper seeks to explorethe ways through which Wi-Fi affects marketers by taking keenconsideration of the dynamics of the Douglas McGregor theories ofemployee motivation.

Waysthrough which Wi-Fi of affects Direct Marketers

Accordingto the Ward(2006), Wi-Fi will provide new ways for companies to venture inmarket promotion and business development. Widespread wireless accessthrough several Wi-Fi networks impacts on the way companies approachnew customers and manage existing ones (King et al, 2008). And sincethe task of contacting and presenting business lies in the hands ofdirect marketers, their work has been one of the most impacted by thedevelopment of Wi-Fi networks. Through Wi-Fi networks, directmarketers have embraced modern customer relations methods and marketpresentations (Ward,2006).Moreover, direct customers’ are able to devise innovativestrategies that make their work easier and simpler.

Themain impact of the development of Wi-Fi on direct marketers andgeneral employees is the ability the technology gives them to workfrom anywhere (Tiernie, 2007). Once an employee has a reliable accessto the internet, he or she can work from any location in the world.For direct marketers, their main intention is to connect with thefinal consumers of their companies. This means that with a reliableinternet connection, a direct marketer can connect to the finalconsumers from any location (Cisco, 2012). This means that Wi-Fi isan element of giving direct marketers the freedom to work and markettheir products from any location. With access to a Wi-Fi network,direct marketers can market their products or customers to customerswithout physical contact (Williamson &amp Jordan, 2004).

Wi-Finetworks make the environment for marketers friendlier due to theability to connect to the internet virtually from anywhere from atthe work place (Mcloughlin &amp Aaker, 2010). This makes marketersof an organization find a working environment at the working placewithout moving out to access internet for work-related functions(Rainer &amp Cegielski, 2010). Based on the employee motivationtheories of Douglas McGregor, modern employees are motivated byelements of their work technicalities that make their efforts easier(Worthington &amp Britton, 2006). According to Douglas McGregor,employees are motivated to work in environments that are friendly totheir expectations (Wortheim, 2002). Through Wi-Fi, the workingenvironments of the employees have been impacted positively by thedevelopment of Wi-Fi networks.

Wi-Ficreates a platform through which both the customer and the directmarketer can share information and exchange ideas. This sharingrelates to both sides, from the customer to the marketer and from themarketer to the customer. Sharing of information between directmarketers and the customer is one of the most significant parts ofdirect marketing (Traver &amp Kenneth, 2014). This means thatwithout proper sharing of the most relevant information about themarketer, the product and the company, a direct marketer may havechallenges in convincing the customer to buy into the products or thecompany.

Dueto the access to the Wi-Fi networks, a marketer can send productdescriptions and product catalogues to the customer in real time. Inaddition, a customer can ask for clarifications and explanationsthrough the internet as connected through by Wi-Fi networks (Dawson,2005).This way, a customer will interact virtually with the direct marketeras if the interaction was real life at the shop. On the other hand, adirect marketer can get crucial feedback from the customer regardingthe reaction of the customer on the product (Cisco, 2012). This willbe important for the marketer to recommend further improvements tothe product. This way, direct marketers can evaluate theirperformance of their marketing sessions according to theory Y thatsuggests that workers will perform their best by evaluating their ownperformance and ideas.

Moreover,the development of Wi-Fi networks leads to beneficial sharing ofinformation and ideas amongst the employees especially through theconnected devices (Cox, 2009). In addition, there is a platformthrough which marketers can share information with other departmentsof the organization. According to theory Y of Douglas McGregor,workers will always seek their own support and will exploreself-control so as to complete their targets (Heil et al, 2000). Thismeans that direct marketers will use their own creativity and ideasfrom their colleagues to set targets, implement their plans andcompare their targets with organizational goals. This is now possiblead efficient through the ability of sharing information and dataprovided by Wi-Fi networks.

TheWi-Fi networks also provide platforms for workers to access crucialinformation about the business organization they are representing andthe product they are marketing (Wolteret al, 2010).Due to the access of information of the product, direct markets arewell equipped to face the challenges of the market. One of the mostchallenging aspects of the direct marketing is the ability of amarketer to explain all the details regarding what he or she ismarketing (Peacock,2013).This means that the Wi-Fi provides the marketer with a platform oflearning his or her trade. In addition, a direct marketer understandsas the dynamics that surrounds the customers’’ demand of theproduct or service.

TheoryY of the Douglas McGregor suggests that employees work better whenthey are provided with the freedom or an environment that allows themto work their own targets (McGregor, 1960). Wi-Fi provides thefreedom to connect to the internet by al people the network serves.Therefore, the technology opens employees as well as direct contactmarketers. This gives marketers a limitless ability to try newplatforms and market strategies in the online community. This abilitypresents a freedom that gives direct marketers the ability to combinetheir resources, ideas and strategies to achieve their targets. Theyare able to do this by networking with people they interact with overthe internet, through which, they get their customer base.

However,according to theory X of the Douglas McGregor, workers do not want towork well according to the regulations of the organization unlessthey are monitored (Bitner, 2010). The theory further illustrates theimportance of the employer’s control and regulation over thefreedom of the employees (Sahin,2012).Therefore, Wi-Fi provides the mechanism through which the employeescan monitor the activities of the direct marketer. This is possiblethrough the use of the abilities of Wi-Fi to allow a direct marketerto access to the working stations of each employee. Through suchaccess, managers are able to send direct commands, messages and tasksfor direct marketers to handle.

Throughthe use of free Wi-Fi, direct marketers pass critical messages tocustomers through direct automatically generated messages. This ismade possible by the ability of the technology to pass messages suchas adverts and promotional advises to people who log in to the Wi-Fi(Dawson,2005).By passing such promotional messages, marketers are able to easetheir work (Peacock,2013).This is done by passing the advertising burden of sending messages toan automated machine and computers. Through direct messages to anyperson within the coverage of the Wi-Fi network, a direct marketer isable to market his or her product or company to anonymous butpotential customers (ICTPulse, 2011).Due to the ability of the customer to respond to conspicuous andrepetitive messages, direct customers are able to provide a link tothe direct marketers who follow up on their contacts.


Theemergence of Wi-Fi has revolutionized the way in which businessorganizations get to access internet by providing limitless accessover a network. The freedom and abilities of employees’ use ofWi-Fi are consistent with the suggestions of the two theories ofemployee motivation as inspired by Douglas McGregor. Among thebeneficiaries of the Wi-Fi internet access is the direct marketersamong other employees. Through Wi-Fi networks, they are able to workfrom any location, without physically reporting to office work place.In addition, they are able to interact with customers and colleaguesdirectly by sharing information. This way, the work of directmarketers is not only made easier, but also simple to contact andoperate business with customers.


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