Web Push Notification is becoming an essential acquisition lever for advertisers. Indeed, this technology has unique properties that make it an essential element of any digital acquisition strategy. Thanks to the 10 good reasons to activate this lever that you will 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. Integrating it into your strategy would allow you to distinguish it from the competition. Today, customer acquisition techniques are becoming known to the general public and are losing more of their effectiveness every day. The Web Push Notification format is new and this makes it an attractive lever for any brand wishing to test new advertising media. Furthermore, this one obtains very interesting performances!
2. A 100% RDPD Ready format offering a high opt-in rate
Like email, in order to send notifications to an Internet user, you must obtain their prior consent. This makes it a 100% GDPR Ready format! Certain customer activation solutions by Web Push Notifications, for example, use personalized templates that allow you to boost the opt-in rate, obtaining performance of 15% opt-in rate on average. When we know that approximately 99% of Internet users who visit a website leave it without giving any means of recontacting them, this allows advertisers to quickly create a subscriber base that it will be possible to retarget through campaigns ad hoc or automated web and mobile web notifications.
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 Internet users have subscribed. Thus, it is possible to very precisely targeting people on a base. This makes it possible to set up ultra-precise marketing automation scenarios to improve conversion rates, for example. In addition, it is possible to know if the base people have already purchased on the e-commerce site in question … thus allowing to cross-sell or maintain a relationship of loyalty with its audience.
4. Communicate anytime, anywhere and in real time
Web Push Notification has a very unique feature. It is directly displayed on the screen of the user’s mobile or computer. Indeed, it is the browser which takes care of sending the notification which 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 at the agreed time!
5. An anti-fraud and brand-friendly format
It is common for customer acquisition solutions (emailing, display, etc.) to generate advertising fraud and / or damage a brand’s image. Sometimes the ads appear on publisher sites that are the opposite of a brand’s values and this can cause the desired reverse effect. As we saw in the previous point, web notifications appear directly on the user’s screen! Thanks to this particularity, we eliminate all risks of fraud or damage to a company’s image.
6. Total control of budget and marketing pressure
As we have seen previously, 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 of marketing pressure and therefore of its budget. Indeed, the team in charge of customer acquisition is the only one who decides to whom, and when to send a personalized message! Thus, it is possible to communicate when you want to your audience.
7. An anti ad blocker format
If you are new to online advertising, you should know that it is very difficult to reach everyone. Why ? This is due to ad blockers (Adblockers). There are no less than 36% of French Internet users who use one!
Web Push Notification overrides ad blockers! Indeed, these browser extensions do not block opt-in requests and do not have control over sending notifications to the audience device! By using this solution, advertisers can therefore reach 100% of their subscribed 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 higher! Coupled with the conversion rate, the number of conversions achieved through Web Push Notification exceeds all other levers.
9. A conversion rate greater than the SEM
There are web push notifications performance barometers. In this barometer, it is possible to see how the web notification is positioned in relation to the SEM. In summary, this leverage greatly outperforms 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 which 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 specific pages!