Browser Web Notifications: The new kid on the block
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.
Emails and Native Web 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.
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.
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.
So what do you think? Are browser push notifications a potentially powerful marketing tool? Write back to us at email@example.com .