Advertising: Making a “Push” in the Right Direction

Advertising: Making a “Push” in the Right Direction

09-Feb-2017 by Amy McCready

How do companies attract their audience? Through email marketing? Social media? Recent trends towards new media have caused a shift in online advertising. Nowadays, people ignore certain ways of advertising. Take online banners for instance, we learn to phase them out. At least the ones that aren’t relevant to us. This leads to a dramatic drop in CTR (click-through rate), meaning that companies either have to spend more to get the same audience, or have to come up with new ways to attract people. Unsurprisingly, there is a never-ending process in digital marketing to come up with new ways to gain attention.

Over the past few years, companies have been trying to increase their relevance, as the more relevant an ad is, the higher the CTR. The key to this is knowing your customer more. For example, after a user places an item in their shopping cart and exits the site without purchasing, a company can literally follow this person around their browser, showing them graphics of the product they did not buy. This is a very attractive strategy called retargeting.

But as with all digital media, it wears out, and marketers look for new ways to improve their CTRs. The ‘new kid on the block’ in terms of digital advertising, are push notifications. As with retargeting, they enable marketers to show relevant (if they do a good job that is) notifications based on the known behaviour of their users. Push notifications are well known in the mobile space. Everybody has seen those small messages on your phone, like when someone likes your Instagram or Facebook post. Over the past few months these notifications have expanded to the web space as well.

A Turkish startup from Sbc IoT & Data Tech’s current batch, Frizbit, has proved successful in developing a tool that does just this. They have achieved amazing results (like, in some cases, bumping up the CTR from a mere 2% on average to a whopping 8-10%). Co-founder of Frizbit, Ata Gur, answered some important questions from experienced Growth & Digital Operations Specialist, Luke Angell.

L: What are the differences between notifications on the mobile phone and the web?

A: Well, first I think it is important to mention the similarities of the two. Mobile push notifications have already been proven to be effective. It is the main channel to re-engage with the users for mobile apps, because users receive notifications even when they’re not on that app. Web push notifications can grab the user’s attention right on their screen too, even when they are not on your website. Then when the user clicks on the notification, they land on the relevant page of your website.

This is also known as re-engaging with your past visitors to increase your visits and revenues and it is the most important feature of web push notifications, because it is impossible with any other web tool.

However, the two main differences between web push notifications and mobile app push notifications. With the latter, you can only send push notifications to the people who installed your app on their phone, but with the web push notifications you don’t even need a mobile app, you can send the notifications with just a website.

Secondly, mobile push notifications work only on mobile devices, but web push notifications work on any kind of device where a browser exists: Desktop, Tablet, Mobile.

 

L: Why is there such a high CTR (click-through rate) in comparison to other media?

A: Emails or newsletters are by far the most popular direct medium to get people back to your website, but nowadays people get ‘spammed’ by this and ignore them. Because of this, the CTR of e-mails are very low [ between 1-3%].

Retargeting ads which follow the users via cookies in order to shows ads on other websites is another medium to get people back to your website. However, by principal, they are ads and shown when you are only browsing on other websites. Basically they barely get attention. As a result, the CTR of retargeting ads are even lower, [varying between 0.5-1%].

On the other hand, with a push notification you can use relevance in real time to be ‘spot on’ and attract people. For instance if you have a news site and Donald Trump made an announcement, you want to be able to say to people interested in that kind of news, something like “Donald Trump announced ban on refugees” and have them click to check out your article. There is no such medium that does that. That’s why we can achieve CTR’s between 8-10%.

L: How much time is involved in setting up a campaign with web push notifications, given that time is of the essence in digital marketing?

A: First of all, you have to have Frizbit integrated to your website, which is a one time task and requires less than 15 minutes, including the configurations depending on the preferences. After you have the Frizbit code working and start collecting push notification subscribers, you are ready to send as many notifications as you want.

You just need a few minutes to write 2-3 lines of your notification’s text and the URL of the page you would like your users to land on, then select the segments you would like to choose and let the thousands of notifications appear on your users’ screens in a second. That’s a standard web push notification campaign.

On the other hand, if you are using our automation module which is on beta right now, you don’t even need to spend time writing the text of the push notification for each push campaign. You define the scenarios and the templates of notifications you would like to send on our interface and the system takes care of the rest. The notifications will be sent in a personalized and automated way and you just track the results.

 

L: There seems to be so many competitors out there. What makes you stand out?

A: We have a couple of competitors and some others are entering the market recently. They are basically the tools who are solely web push notifications service providers. Even though this requires a lot of effort,  working seamlessly with all versions of different browsers, some of our competitors are also capable of this.

On the other hand, what Frizbit stands out is the ease of use, because of our automation feature. With all our competitors, each push notification requires effort and time from our customers. However, thanks to our automation feature, they can send all relevant notifications to the most related users in an automated and personalized way. Therefore, we not only increase the traffic and the revenue of our customers, but also we save a lot of time for them, and we all know time is money! This is something that our competitors are not capable of doing right now.

 

L: Where do you see the future of web notifications going? What is the next big thing for marketers using these tools?

A: Web push notifications are still at a very early stage. We believe that it will be one of the main channels between websites and users, much like mobile apps. But as more websites and users start using this, the audience will be more selective given the notifications they will click. Therefore, the relevancy, personalization and timing of the web push notifications will become very important in order to increase the CTRs.

That’s why we are working on analysing the user behavior and implementing self-learning algorithms to our campaign management platform. As our system learns from the data collected every day, we can make our automation engine predict what is the best message to be sent to which segment of users at the best time, and send accordingly. This will bump our CTRs and conversion rates even higher than it already is today.

Marketing & Communications @ SBC IoT & Data Tech Barcelona