Thanks to push notifications, we can immediately respond to user behaviour. How to use notifications to obtain best results?
Customers have unlimited access to product or service information. What is more, day by day they are becoming more aware and demanding. A key to success of any company is to get to know recipients’ behaviour and needs and of course to apply the knowledge in practice. How can we use push advertising to understand user behaviour and boost sales?
Presence in many communication channels
Building relationships with users requires understanding their behaviour and taking more action. An answer to ever-growing consumer expectations is the concept of omnichannel which assumes the integration of multiple channels, including push notifications. They enable even more effective implementation of marketing campaigns and to understand the behaviour of a potential customer at every stage of the purchasing path.
Both push notifications in applications and on desktop are a tool used in communication with audience. Application pushes are more and more often a permanent element of brands’ marketing strategy. It is not surprising, since the evolution of the mobile industry forces companies to use new, more modern communication channels. Users expect immediate responses to their needs and customised content. Web pushes respond to user’s behaviour online by informing about new blog entries, discounts, promotions, or events. They effectively increase website traffic and help rescue abandoned carts.
Recipients’ preferences and expectations are a starting point for the omnichannel. Communication with a customer should take place at all points of contact with the offer. Push advertising supports a number of activities, including social media campaigns, email marketing, SMS campaigns or lead nurturing. This is a modern tool that is an integral part of marketing automation. Sending notifications in several channels should be based on a developed scenario – if a user has not opened an email, it is worth sending a push message to him or her. However, the first thing to do is to properly segment the subscriber base, analyse behaviour and monitor user responses.
Analysis and segmentation of the subscriber base
In order to send tailored messages and create relevant segments of the audience, it is good to use behavioural data about users, e.g. shopping history, most frequently viewed products, or type of activity in response to notifications.
Thanks to push notifications we have a chance to get to know recipients even better. The more we know about customers, the easier it will be to send messages that are of interest to them. Analysis of results of the completed campaign will become the basis for future messages sent. This invaluable information on user preferences will definitely affect the conversion rate in the future.