The Web Push Notification is becoming an essential acquisition lever for advertisers. Indeed, this technology has unique properties that make it an essential part of any digital acquisition strategy. With the 10 good reasons to activate this lever that you’ll discover in this article, you should understand the unique properties it offers and, perhaps, take the plunge!
1. AN INNOVATIVE FORMAT THAT SETS IT APART FROM THE COMPETITION
Web notification is an innovative format. Few advertisers currently use this technology. Incorporating it into your strategy would set you apart from the competition. Today, customer acquisition techniques are becoming known to the general public and are losing a little more of their efficiency every day. The format of the Web Push Notification is new and this makes it an attractive lever for any brand wishing to test new advertising media. What’s more, this one gets very interesting performances!
2. A 100% RDPD READY FORMAT WITH A HIGH OPT-IN RATE
Like email, in order to send notifications to a user, you must obtain their prior consent. This makes it a 100% RGPD Ready format! Some customer activation solutions via Web Push Notifications for example uses custom templates that boost the opt-in rate, achieving an average of 15% opt-in rates. When we know that about 99% of Internet users who visit a website leave without giving a way to contact them again, this allows advertisers to quickly create a subscriber base that will be possible to retarget through ad hoc or automated mobile web and web notification campaigns.
3. SEND PERSONALIZED MESSAGES TO TARGETS
The collection of web push subscribers is structured in such a way that we can know from which page the users have subscribed. This makes it possible to target people on a base very precisely. This allows for ultra-accurate automation marketing scenarios to improve conversion rates, for example. In addition, it is possible to know if the people of the base have already bought on the e-commerce site in question… allowing you to cross-sell or maintain a loyalty relationship with your audience.
4. COMMUNICATE ANYTIME, ANYWHERE AND IN REAL TIME
The Web Push Notification has a unique feature. It is displayed directly on the user’s mobile or computer screen. Indeed, it is the browser that takes care of sending the notification that will be displayed by the operating system of the terminal. Thus, the audience does not need to be browsing the internet to be notified of a message. It leaves instantly and can be scheduled on the agreed schedule!
5. AN ANTI-FRAUD FORMAT THAT RESPECTS THE BRAND
It is common for customer acquisition solutions (emailing, displaying …) to generate advertising fraud and/or damage the image of a brand. Sometimes ads appear on publisher sites that are the opposite of a brand’s values and this can have the desired opposite effect. We saw it at the previous point, web notifications appear directly on the user’s screen! Thanks to this particularity, we eliminate all risks of fraud or deterioration of the image of a company.
6. TOTAL CONTROL OF BUDGET AND MARKETING PRESSURE
As we’ve seen before, Web Push Notification is an anti-fraud format that allows you to have total control over your brand image. In the same vein, this technology offers total control over marketing pressure and, therefore, its budget. Indeed, the team in charge of customer acquisition is the only one that decides to whom, and when to send a personalized message! Thus, it is possible to communicate whenever you want to your audience.
7. AN ANTI-AD BLOCKER FORMAT
If you are introduced to online advertising, you should know that it is very difficult to reach everyone. What for? This is due to Adblockers. There are no less than 36% of French Internet users who use one!
Web Push Notification bypasses ad blockers! Indeed, these browser extensions do not block opt-in requests and do not have a hand on sending notifications on the audience device! By using this solution, advertisers can reach 100% of their subscriber audience, even those who use an ad blocker!
8. INTERESTING CLICK-THROUGH RATES
On average, for remarketing and retargeting offers, the CTR of Web Push Notifications is around 5%, compared to 0.1 to 0.5% for display. That’s up to 500 times more! Coupled with the conversion rate, the number of conversions made through web Push Notification exceeds all other levers.
9. A CONVERSION RATE HIGHER THAN THE SEM
There are performance barometers for Web Push Notifications. In this barometer, it is possible to see how the web notification is compared to the SEM. In short, this lever outperforms the SEM in most e-commerce categories!
10. A COOKIELESS FORMAT
It’s high time to learn how to remarket without third-party cookies! Indeed, this technology that allows retargeting on the web and which has been used since 1994 will disappear in 2022. With this solution, you are able to reach users who have visited your site or particular pages!
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