Push Notifications And Your Overall Marketing Strategy
A marketing strategy is a many-threaded tapestry, so how are push notifications woven in?
Where do push notifications fit into your marketing strategy? Whether you are building one from scratch or adding push notifications to a long-term plan in order to supplement and refresh it, you have to evaluate where they fit in and how they can work for you. Their virtues make them perfect for any marketing strategy, but you need to know them.
The Virtues Of Push Notifications
What are those virtues? Browser-based push notifications are immediate, communicate one idea extremely well and urgently, and due to their opt-in nature, deliver that immediate idea to your most dedicated and interested users. In and of themselves, they are wonderful. So how do they fit into a marketing strategy?
Let’s look at other common channels in a strategy. There is email marketing, for example, which delivers more detail about an idea and is also opt-in; there are social media channels, which is richer and more reactive, and tends to be better at building awareness than driving action; and there are all the channels of traditional marketing, from flyers and newspaper ads to big flashing signs on top of the building. So really, it starts with the channels you are already using, and the techniques you are using on them.
How do you get attention?
For example, let’s say you have started funding a documentary video series for a cause. Your company’s name is in front of it, but it is a question of getting eyeballs on it. Social media will let you put up the video and keep it at the top of your presence, making it highly visible for those paying attention. But it is passive; viewers have to come to the site. Push notifications, on the other hand, will get a link to the video in front of your biggest fans, the people most likely to share and talk about the video. So while you will use other channels to get the video out there, the seed that will drive its ultimate success will likely be the push notifications you send out.
Building On Virtues
Once you have those virtues in mind, you will be surprised just how often they fit in. Push notifications are sort of the fireworks of any marketing strategy. They are quick, they are visible, and they inspire people to one specific action. You might, for example, use them to lead in the launch of a new product after building it up on other channels. Any Apple user can tell you exactly when new products are arriving from their favorite company, or when a new version of iOS is dropping.
So, when looking at your strategy, look for that one specific action you want your most engaged users to do. It could be sharing a video, buying a product, posting a review, or almost anything else. Choose that specific action, and use notifications to make it happen. This can either be the climax of a campaign, or the inciting action; look at how albums are dropped, now, with an alert pushed through to find the single on Soundcloud or Spotify.
Finding that action is the best thing you can do. No matter what your business or your marketing strategy, push notifications fill a niche that makes campaigns that much more successful. Need to see how? Sign up for a live demo of Pushnami today!