Global vs. Segmented Campaigns
Global vs. Segmented Campaigns
Does your customer have a phone handy to see their notifications?
Market segments are all the rage with multi-channel marketing, and they’re a powerful tool in push notifications, letting you target your message down to just the people who want to hear about that specific aspect. But that, in turn, raises the question of whether there are some messages your entire opt-in list wants to hear. So, is that ever a good idea? Should you do a “global” push?
Broad Against Narrow
The case for global push argues that “global” messaging has gotten a bad rap. Before modern data analytics and laser-focused advertising on the internet, the only way to get a message out there was through big, loud, messages that everybody heard. Television ads were watched by millions of Americans; print ads flooded magazines, and so on. But as anybody who’s looked at conversion rates can tell you, it wasn’t the most efficient method of reaching people.
And that remains true today. With the exception of a tiny handful of industries where everybody wants what they’re selling, mass media advertising is inefficient. But, of course, we’re talking about a list of your most motivated and engaged customers in the form of an opt-in list. They’ve self-selected themselves to receive your message. That shifts the dynamic a little bit since you’re no longer throwing an ad for tires on a billboard and hoping everybody who drives by remembers you sell them; instead, you’re engaging with people who are interested in the tires you sell and want regular updates. So where does the global push rest in this particular scenario?
If they’re out of office, are they checking their laptops?
Global Push, For And Against
There are two schools of thought, here, and neither is particularly wrong. The first is that users prefer, as much as possible, messages that are tailored to their specific interests and needs. This line of thinking goes that any message that’s not narrowly focused is a waste of time and consumer interest.
The flip side of this argument is that you’ve already, in many marketing channels, attracted an audience that has self-selected themselves into your marketing message. It’s extremely unlikely somebody’s followed you on social media, subscribed to your email list, or opted into your push notifications on their browser at gunpoint. You need to consider this self-selection when segmenting while keeping the needs of the customer in mind.
The reality of the matter lies somewhere in the middle. In some cases, your product range, or your customer base, will be broad enough that simply making a global push makes no particular sense. If you sell men’s and women’s shoes and only have a sale on the men’s, why push it to the women? But in some cases, your audience is united around one product category or topic, so that a global push in certain contexts, will work.
So it really comes down to your customers. If you think every single one of your customers would be interested in your notification, it’s certainly worth a global push. But look closely at both your message and your segments before doing it. Want to see how a global push can build your business? Get a free trial of Pushnami!