Push notifications are the bread and butter of the mobile commerce menage. But if your app is one that deals with dynamic content, and uses images, videos or even maps as a crucial tool to interact with the user, then it might need something more to boost engagement rates.
A bit late to the bandwagon, but we’re finally trotting out the obligatory Pokemon Go blog. With a marketing twist, of course.
- How content apps can engage users better with Rich media push notifications
- Vizury Strives To Make Push Notifications More Engaging
- Make every Push count with rich media notifications
- Q&A: The E-Commerce Marketer’s Guide to Push Notifications
- Do Banks really need Web Push Notification?
- Tackling push notification opt-outs : One strike and you’re out
- All that you need to know about Personalized Push Notifications
- When push comes to shove
- Stuck with an old school Mobile Push Notifications Platform?
- Are 90% of App users ignoring your Push Notifications? Something’s BROKEN!
How not to sign up for an incomplete digital technology – a 5 point checklist for enterprise marketers
When I was young, I enjoyed riding my bicycle for hours. When I grew-up, I observed a mechanic repair my bicycle one day. Thereafter, everyday I would spend some time fixing things on the bike myself. Well many times, the repairs were not needed 🙂 As I grew up a little more, I found that I enjoyed fixing the bike more than I did riding it. Let me blame the additional knowledge and curiosity I had developed subconsciously in the technical aspects of the bike for that.
Sometimes in the pursuit of finding excellence or achieving results, we find ourselves under pressure to adopt products and force fit them into the existing ecosystem. Top it with the insensitive B2B marketing (much like the Big Short movie) where no one genuinely cares about the win-win situation, but everyone is out there to push their product/service down your throat.
The Marketing Cloud is massive as a concept, and if executed right can achieve great results. But the question you need to ask yourself is – what value is it going to bring to your business in terms of revenue dollars? I thought I’d try and be the devil’s advocate here and ask some questions. It is in this regard that you as a marketer need to carefully evaluate these questions before adopting a complex product such as the marketing cloud:
1) Does your business require one-to-one customer communication?
A typical marketing cloud sales executive will push his case that it’s important to communicate with your customer effectively. Depending on your business, you can leverage marketing tools to reach out to your customers through a weekly email, a generic push notification, latest information through browser notification, or a focused display marketing campaign to reach a wider audience. The question you need to ask yourself here is that – what value is a marketing cloud going to bring to me that these tools can’t?
2) Does your business have a large customer base?
If your business is in the B2B space, then you probably might be having a relatively smaller customer base. While you might need to harness traffic as each user visiting your website might be a potential lead, you can do this with a CRM solution which is cost effective. A marketing cloud product might complicate things and cloud your judgment of the right metrics and measurement goals. Is it worth the effort and time you spend on it?
3) Volume of data (customer data, transaction data, product level data)
If your business is small, or does not deal with a large no. of products or does not have a huge customer base generating voluminous transaction data, then you probably could do without a marketing cloud platform. While marketing cloud is great at analyzing data and help you mine customer level information, you can always use simple BI tools such as SAS to discover hidden patterns and make the best use of them.
4) Marketing at scale
We are always pushed to reach scale. Immediately. But does that really work? At whatever scale your business might be, and whatever be the targets you are chasing, it’s more than important to get the marketing basics right. It’s very important in today’s time that the free or almost free channels are properly implemented. So before you try the fancy stuff, get the right help to make the most of your free channels:
- SEO – in the long run, optimizing your content (website, blog, landing pages, etc.) will help you meet your RoI goals which might get skewed by other paid channels
- Content / Website Interaction – once a customer lands on one of your many digital touch points, ensure that you have enough and the right content to help them get clarity. Also, ensure that the website is neatly structured and takes lead at right stages so as to keep them engaged
- Social media profile – Ensure that free social media profile is created on all relevant platforms (Twitter, FB, LinkedIn, Instagram, Pinterest, Snapchat, Google+, etc.) and is always up to date with right information.
5) Marketing + IT know-how
Ask some of the companies which tried deploying SAP solutions in the 2000s and they will have stories to tell. Marketing cloud, like SAP is a set of complex modules which is not easy to integrate and implement. It is therefore critical to assess the house before deciding to invest on one. One has to get in touch with key-stakeholders and get their points of view on platforms like these. What is also critical is to perceive challenge versus resistance. A lot of times, people and systems are resistant to change. So one needs to clearly evaluate such scenarios to ensure there is alignment in terms of people and process to be able to successfully implement it.
Successful businesses are built on sound and fundamental principles. We at Vizury always take a consultative approach and work with you to understand how Vizury Engage, our Growth Marketing Platform can add value to your business, and what are the 5 steps that need to be taken before you implement the product. What we also do is take a modular approach to the marketing cloud and help you implement pieces which can rapidly generate measurable results while we as a team work on long term objectives.
Get in touch at email@example.com to know what exactly needs to be done when it comes to implementing a marketing cloud product.
THE COMPREHENSIVE GUIDE- Web Push Notifications for E-Commerce
This eBook tells you how to use Web Push Notifications to win new customers and retain existing ones.
- Removes the possibility of your users complaining about invasions of privacy, since the ball is pretty much in their court when it comes to giving websites permission to send them these notifications. They can pick and choose the ones that they think will add value, and come back to alter these settings and resubscribe/unsubscribe anytime they want.
- Raises the bar on the quality of content that you, as a marketer, serve these users in the form of browser push notifications. With the unsubscribe process being quite simple and straightforward, the margin for error is really low. A couple of badly timed, irrelevant or intrusive messages and you’re off the subscribed list.
- Timing – Set a ceiling on the number of push notifications sent to a particular user. This should be no more than one a day, so make sure it’s something well crafted and non generic. Too many notifications can ruin the user experience and make him unsubscribe with immediate effect. If the user has declined your opt-in invitation, wait a few days before you follow up with another request.
- Personalization – This might seem an obvious point to make, but you’ll be surprised how many websites risk antagonizing users by sending stock, atypical browser push notifications that add little to no value to the users. In the age of data abundance and information overload, people are waking up the fact that sharing their information online makes for a more pleasant user-oriented browsing experience. This translates into an ideal opportunity to customize their experience and indulge in extensive data crunching and segmentation to provide extremely personalized push notifications to your users, making it a no brainer for them to stay subscribed to your website.
Aggressive online marketing may be routine stuff now, but it’s easy to forget how it’s relatively still in its fledgling stages. Even so, browser push notifications are pretty new to the party, the new kid on the block, and marketers are just waking up to its full potential. However, more traditional communication channels like native push notifications and email are so popular and effective that there is reasonable apprehension in looking at a completely new channel. I mean, why fix what’s not broken, right?
However, in a time when online marketing stakes have never been higher, and your competitors are looking to squeeze every ounce out of each marketing channel, overlooking one with so much potential is something that marketers can ill-afford. On top of that, browser push notifications, when used just right, can work in tandem with other channels to increase reach and visibility exponentially. Let’s delve into this a little deeper.
Email and Native push notifications
When I think of brands communicating with their users via email, I immediately relate to post-transaction follow ups such as delivery details and such. They are used for other purposes as well, such as informing users about discounts, reaching out to dormant users etc, but they are at their useful best and more likely to be opened and read when they carry information the user wants to know, rather than text aimed at persuading him to buy.
An email talking about a huge discount sale will still draw users to your website, but not as effectively as a push notification. This can partly be attributed to the fact that people generally tend to perceive emails as professional and no-nonsense, and one that is not regarded as concise or relevant is likely to end up in the spam folder over time.
So what of push notifications, then? They’re a tad more efficient at getting users to come shop, so all’s well that end’s well, right?
Well, not quite
This is where a key demographic of the people you want to target are being left out. I’m referring to, of course, your users that prefer using a desktop browser for their shopping but aren’t too keen on mails telling them to check out the latest shoes cluttering up their inbox.
Browser Push notifications
Combining the visibility of emails with the brutal functional efficiency of native push notifications, browser push offers a potentially powerful tool to target all your users in one place. It is also flexible enough to accommodate various types of marketer-customer communication, right from displaying product recommendations right to real time post-purchase updates. Here are a few reasons it is so handy,
Time is a factor – Browser push notifications, to put it simply, are more ‘immediate’ than emails. Mails, in contrast, may be less fleeting and have a sense of permanency, but are usually read a few hours after they are sent out (especially true of promotional mails).
While this may not be a problem in many cases, it rules out communicating details of a flash sale, or any other sort of event that requires a quick reaction on the part of the user. Push messages, on the other hand, ensure the users take in the message right away, which is pretty important when you take into consideration that most notifications are personalized on a variety of levels including time zones, and any delay would make them redundant.
Wider reach – While push notifications are undeniably the most effective medium due to its ability to send real time, relevant information timed to a T, browser push notifications carry the same attributes, with the added advantage of being able to reach more people. With data showing desktop browsing accounts for nearly 40% of a typical user’s Internet time, it seems naive to dismiss browser push notifications, when they could be a potentially powerful channel of interaction, especially when used in tandem with native push and email re-targeting methods.
Here’s a rather more comprehensive look at browser push notifications and why your marketing game will be all the stronger for them.
So what do you think? Are browser push notifications a potentially powerful marketing tool? Write back to us at firstname.lastname@example.org with your thoughts or leave a comment below
Learn more about browser push notifications
In fact, a study by Baymard institute, who specialize in E-commerce research, estimates that online retailers are losing sales from upto 68% of their website visitors, and this is just the average figure from a total of 34 sources. The actual number specific to your website could be anywhere upto 75-80%.
Annoying checkout chain
Learn more about browser push notifications
Growth, Revenue and Success are sometimes mutually exclusive