Mobile vs. Browser-Based Push Notifications: Which is Better for Your Affiliate Business?
Apps aren’t the only way to reach mobile customers.
Your customers are never in one place long, yet always in reach. Mobile technology means affiliate marketing can reach your most dedicated customers wherever they are. But not all forms of push may suit the needs of affiliates, or those running the network.
Mobile Push Notifications
Apps have been sending notifications from the beginning of the smartphone revolution. But mobile-exclusive notifications, which are usually app-based, have some points of concern for affiliate marketing. Reach is crucial, and there is substantial friction limiting the reach of apps.
Customers need to have installed the app, have enabled that app's notifications, must be in full compliance with all notification policies (which vary from platform to platform), and which are tied entirely to that app. If it's deleted or simply disabled, which may be difficult to track, you've lost a customer. Even the way notifications are handled by different operating systems may render your affiliate marketing efforts useless, as notifications are all dumped in one tray to be dismissed with a thumb swipe. This may also change between versions, meaning a constant process of catch-up and fall behind.
There are situations where mobile-exclusive notifications make sense. If you've seen regular success from the app, if your product is limited to mobile users, if the user base of the app lines up well with your goals, or if it's a small segment of a larger notification campaign, it's worth considering. But it should only be a smaller piece of a larger push strategy, and should not be the foundation of your strategy except under particular circumstances.
Go where your customers are.
Browser-Based Push Notifications
Browser-based notifications, by contrast, have several advantages. The notification settings are tied to the browser, not an app; when your customer signs into their browser, their notification settings come with them, making them easier to reach and your campaign less dependent on downloading an app. You can arrange different value propositions across different pages of your site, allowing you to track which value propositions matter the most, instead of having notifications automatically enabled. A simple dialogue box drops down from the top of the page, ensuring the attention of your most committed customers.
This browser connection also means that notifications will arrive on both mobile and desktop platforms, such as the notifications center in Windows 10. This makes your notification more likely to be seen, and acted upon. Unlike apps, which may have complicated permissions, the guidelines for collecting data from browser notifications are clearer and easier to follow.
The 'platform-agnostic' nature of browser-based push notifications will require you to pay closer attention to the timing and frequency of notifications. Your notification is more likely to be seen and to have the attention of your customer, so you will need to be sure they'll be able to make the action you're calling them to do.
Push notifications are just one channel in a broader marketing strategy that includes website design, targeted email, social media, and apps. But each channel in your marketing strategy must be chosen carefully and implemented with the right technology. To learn more about browser-based push notifications and affiliate marketing, sign up for a live demo.